Americans talk about Chinese movies all the time - to trash talk them.
Mostly critics are the trash talkers, just look at the split between viewer reviews (97% positive) vs. professional reviews (71% positive)
This is actually spectacularly backfiring as people will now watch them just to see if its actually bad. Wandering Earth got $5 million box office sales in North America itself. That's small compared to $600 million in China but its rare for a non-English film in the US.
The reality is that you can lead a horse to water but you can't make it drink.
You can put out all the attractive cultural products that you want, but some people will just refuse to see it. No reason, they just won't. What are you gonna do about it?
The real soft power isn't movies, music, TV, anime, books... its news. Everyone knows movies are fake, but is news fake? And that is where China can't compete, because its Xinhua vs the entire news agency empire.
Hong Kong pop culture sector has been rejuvenated during covid.