Look into what are sold as the most attractive places to visit in a country. See that those places always sell a narrative as to why they're important for the country and unique in the world.
The US tourism industry basically sells NYC, Disney, Las Vegas and LA. NYC's best-known landmark? The Statue of Liberty, selling a narrative of a country of industrious immigrants. Disney? It's basically 50% of children's cultural consumption all around the world. Las Vegas, LA? Consumption and media.
For the record, the CIA used to sponsor a lot of artists and musicians around the world in the 70s as a way of promoting art the idea of the US a place of cultural and technological refinement, much in the same way that the soviets pretty much gave away math and engineering university books of the highest caliber.
What does the Chinese cultural industry sell? The Wall of China, properties associated with imperial dynasties, and more recently industry fairs.
But it has national parks. There’s also only one Grand Canyon and only so many Death Valleys.
I'm skeptical that the same organizations that run the shitty Twitter fake accounts can simultaneously run actually effective programs. It'd be like Apple simultaneously being Apple and also running a shitty Etsy storefront that sells amateurish coffee cozies.
How about cancel culture? It may have started in the US, but I'm sure they're happy to stoke the flames. Or what about the phenomenon a teenagers thinking they're transgender? Sure some people are, but among teenagers today it's becoming sort of a fad (cult even) and it's heavily promoted on TikTok and other social media. Anything to create sharp divides of is something they might promote even if they didn't start it, it doesn't have to be pro-China propaganda.