European Interest in China: Analyzing Search Behavior Across EU Countries Using Google Trends. Working Paper No. 13

Erokhin, D. ORCID: https://orcid.org/0000-0002-5191-0579 (2025). European Interest in China: Analyzing Search Behavior Across EU Countries Using Google Trends. Working Paper No. 13. China-CEE Institute , Budapest, Hungary.

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Abstract

Public interest in China within Europe is shaped by a complex interplay of geopolitical, economic, cultural, and technological factors. This study analyzes Google Trends data from 2024 to examine how EU countries engage with China-related topics through online search behavior. By clustering search topics into thematic categories – culture and traditions, geopolitics, economy and trade, travel and tourism, and sports and entertainment – this study identifies key patterns and regional variations in public interest. Findings reveal a widespread fascination with Chinese cultural elements, growing attention to China’s role in electric vehicle markets, heightened awareness of China’s geopolitical position, and increasing engagement with Chinese digital content and e-commerce platforms. The study highlights the value of search data in capturing organic public curiosity and provides insights into how European societies navigate and interpret information about China in an era of global interconnectedness.

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