It needs codifying and making official policy. The period of time I can think of where "cool China" was actually a thing was back when Jackie Chan and Jet Li were popular. China should lean in on the kung fu and massively invest in all of its cultural produce.

No offence though they need to make some shit that isn't just Three Kingdoms rehashed.

Shaolin monks should be doubled down upon as a Chinese equivalent to ninjas in coolness factor.

Videogames, music and animation. Particularly anything targeted at younger audiences. People that build an attachment to something in their youth carry that into their adult years, we've seen this with Pokemon.

Incidentally, if Xbox is going to shit the bed and kill itself in the gaming market then a Chinese SOE should enter the console market and that company should produce first-party content, this would massively boost the industry and quality of content in the industry. A Chinese competitor to Nintendo and Sony, both of which are being pushed and supported by the Cool Japan policy btw.

There is so much that can be done.