The US trade war against China can either enhance or diminish American soft power in China, depending on whether Chinese citizens view it as legitimate. We study how US movie viewership, a measure of American soft power, responds to the trade war. We find a significantly greater reduction in US movie viewership in regions more exposed to the Trump tariffs, but no corresponding decline in non-US movies. The decline is stronger for action and drama movies, which tend to embody greater perceived “Americanness.” Survey data also show a sharper decline in trust in Americans in more tariff-exposed regions.

This paper presents theory and evidence from disaggregated Chinese data that tariff reductions induce a country’s producers to upgrade the quality of their exports. We first document stylized facts regarding the effect of trade liberalization on export prices. Next, we develop an analytic framework that relates a firm’s choice of quality to its access to imported intermediates. In the model, a reduction in import tariffs induces a firm to increase export quality and raise its export price in industries where the scope for quality differentiation is large and lower its export price in industries where the scope is small. The predictions are consistent with the stylized facts and are highly robust econometrically.