In 2012, the building of a system of "Core Socialist Values" was proposed to address what was perceived as a moral crisis resulting from China's rapid economic development, which the People's Daily refers to as the "decayed, outdated ideals of mammonism and extreme individualism.

[3] Xi Jinping expressed in a high-level meeting that promotional campaigns for 'Core Socialist Values' should be thorough, to the extent that public support for Chinese-style socialism will be "as ubiquitous as the air".

[6] In 2016, Hunan Province officials responded to the campaign by organizing a series of dance routines to "spread the values" and express their support for the CCP.

One of the notices, with a patriotic bent, demanded broadcasters promote core values in their programs and "forcefully oppose" content that celebrates "money worship, hedonism, radical individualism and feudal thought.

[9] Michael Gow considers that, compelled to align its interests with the "broader interests of the Chinese people and different groups", the program for Core Socialist Values might best be analyzed as a shift from a focus on the economy to cultural power; or, if one wished to extrapolate, an attempt to cement legitimacy through the creation of a new cultural order, consent to which might be regarded as "essential for long-term social stability".

[10] Liu Ruisheng, a researcher of the Chinese Academy of Social Sciences School of Journalism, criticizes the governments attempts more generally as simply lacking the same depth of value promotion in the west, which is "concealed" in the social sciences, education, religion, and entertainment, whereas the CCP presents ideology ad hoc.