New Delhi, April 16 -- Have you "become Chinese"?

In recent months, 20-somethings around the world have taken over social media with posts enthusing about how they're embracing Chinese ways of life. Videos proclaiming users are "Chinamaxxing," or "in a very Chinese time of their lives" - namely by drinking hot water with boiled goji berries, eating dumplings or wearing slippers in the house, or flying to China and gushing about its modern infrastructure - are racking up millions of views.

Along with its economic and geopolitical rise, China's government has tried for years to push its soft power on the global stage. But those official efforts never came close to the success the "becoming Chinese" meme is enjoying now.

Even senior Chine...