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I'd explain it by saying they're attempting to "rebuild pride in their Chinese heritage". After years of Western culture being equated with prosperity, they're pushing to build a new national identity more convenient for them

Many countries have efforts to try to preserve their culture against American media - like France limits the amount of English songs on the radio. They still teach people English aggressively in schools - it's the primary language of trade and technology

The PRC just wants it both ways. They want the advantages of globalization and speaking the international language, but they want it to be culturally stigmatized too