On the strategy of spreading the influence of the Chinese language abroad through youth subculture, using the example of the dissemination of Mo Xiang Tongxu's work "Blessing of the Celestials" in Russia

This study examines the phenomena and mechanisms through which Chinese youth subcultures achieve "counter-trend dissemination" in the context of strict cultural control, using the example of the spread in Russia of the "danmei" novel "Blessing of the Immortals" by Chinese internet writer Mo Xian Tong Xiu. The research shows that despite strong social and political rejection of LGBT materials in Russia, perceived as a "threat to fertility and spirituality," Mo Xian Tong Xiu's works enjoy significant success among Generation Z. This seemingly paradoxical phenomenon is explained by two key mechanisms: the socio-psychological theory of "reactive resistance" (harsh pressure politics encourages rebellion, prompting youth to actively seek out banned materials) and the concept of "antifragility" (strict control reinforces networks of underground subcultures) within the resilience of the system. This research demonstrates that Chinese youth subcultures, due to their emotional foundation, engaging narratives, and precise alignment with youth culture psychology (rebellion and the quest for individuality), are capable of circumventing geopolitical and value conflicts often found in mainstream cultural products, achieving "flexible breakthroughs" and "spontaneous cultural penetration." In comparison, traditional models of promoting the Chinese language and culture, represented by Confucius Institutes, mainly attract an audience with a high level of interest and struggle to engage those who have not previously studied Chinese. Therefore, the article argues that China's external cultural dissemination should pay more attention to the emotional impact of youth subcultures, through high-quality, culturally distinctive, and spiritually fulfilling entertainment products (such as online literature, games, cartoons, etc.), stimulating spontaneous interest among foreign youth in the Chinese language and culture, thereby overcoming the challenges of traditional promotion and achieving broader and more effective cultural dissemination and recognition abroad.

youth subculture, external communication, cultural conflict, cross-media communication, studying Chinese language, Chinese traditional culture, language promotion strategy, Chinese language, reactive resistance, anti-fragility