ABSTRACT This article presents a psycho-cultural framework for analysing US-China relations in the context of the great power competition, explaining the escalation of their rivalry and the proliferation of conflict. It emphasises the critical role of self-esteem and culture in shaping domestic and international dynamics, focusing on the interplay between honour and face as distinct expressions of self-esteem in US and Chinese societies. The study illustrates how pursuing national self-esteem drives confrontational interactions between these two powers, with the 2018–2020 US-China trade war as a prime example. Here, nationalist narratives were crafted to evoke emotional resonance with domestic audiences, intensifying the conflict beyond mere economic competition into a struggle for national self-esteem. The rise of identity politics in both countries has further exacerbated tensions, as perceived disrespect has triggered coercive responses, worsening bilateral relations.
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