Cultural products were a problematic issue in the negotiations of the Transatlantic Trade and Investment Partnership (TTIP). The maintenance of the cultural exception – the exclusion of audiovisual products from some trade rules – was at stake at the beginning of the negotiations. The Europeans argued for the exception, while the United States were more interested in the liberalization of web-based cultural products than in the liberalization of traditional ones. Since the TTIP aimed to remove obstacles not only between European and American markets but also to set out global regulatory rules, China took a keen interest in the negotiations. This article shows how China is acting in the international legal sphere in order to improve its power in the field of cultural products and the effects of this on transatlantic negotiations. It also suggests some actions the European Union can take in order to defend its position in future negotiations.