"Nixonmaxxing" Takes Over: The Right Rebrands a Disgraced President

Richard Nixon resigned in disgrace back in 1974. The Watergate scandal made him the poster child for American political corruption. More than half a century later, the man who once insisted "I'm not a crook" has become an unlikely idol for a new generation of conservatives. Call it "Nixonmaxxing": internet slang for taking Nixon fandom to the extreme. He is going viral all over again, recast as a pioneer of "America First." The rebranding echoes President Donald Trump's own style, and some are now calling the long-dead Nixon Trump's "newest ally."

Nixon addresses the nation on Watergate, August 15, 1973.

Social media feeds are flooded with archival Nixon footage. Editors chop it into short clips and memes, set to music from popular American rappers, and the results spread fast. Young conservative influencers now wear merchandise printed with slogans like "Pretty Girls for Nixon" and "Nixon Now More Than Ever." Baseball caps, T-shirts and fanny packs bearing the word "Nixonmaxxing" have reportedly sold out within hours of hitting shelves.

"I'm not a crook" is trending again. Gen Z conservatives have made Nixon their idol.

From Disgraced President to Meme Icon

The Wall Street Journal reported on July 17 that young American conservatives are using TikTok and Instagram to recast Nixon as a pioneer who stood up to the establishment and the "deep state." Some American netizens have even joked online: "Is Nixon staging the greatest political comeback in history?"

Five men broke into the Democratic National Committee headquarters in 1972 to plant wiretaps, and got caught in the act. The investigation that followed traced the break-in back to Nixon's re-election campaign. Nixon then tried to cover it up and failed, triggering the scandal that bears the building's name to this day.

The Simpsons has mocked Nixon for decades.

Ultimately, Nixon resigned in 1974, the only US president in history to leave office mid-term. Several of his aides went to prison, and Congress passed a wave of reforms curbing presidential power. Nixon and Watergate have served as staple material for American political satire ever since.

Nixon has long been a punching bag on American television. The Simpsons mocked him repeatedly over the years. Futurama went further, portraying him as a disembodied head floating in a jar. The 1999 comedy Dick built its entire plot around Watergate, poking fun at Nixon throughout.

Futurama's take: Nixon, reduced to a head in a jar.

The anonymous administrator behind the Instagram account "Kawaii Richard Nixon" told the US online magazine Arc: Religion, Politics, Et Cetera that they don't fully support Nixon. But they believe Watergate overshadowed some genuine achievements of his presidency. "Watergate was of course wrong," the administrator said, "but compared to some of the things happening today, it's barely anything."

"Nixonmaxxing" caps sold out in hours.

Nixon's politics symbolize a bygone era, they added, one "completely different from today." He pushed through liberal policies such as establishing the Environmental Protection Agency and the Occupational Safety and Health Administration, and advanced cancer research. The administrator estimated that most of the account's followers are high school and college-age Gen-Zs.

The Trend Takes Hold in US Politics

The "Nixon craze" hasn't stayed on social media. It has taken root inside American political circles. The Wall Street Journal reports that Trump has long admired Nixon. During his second term, Trump has repeatedly pushed back against the limits on presidential power that emerged after Watergate, a stance now echoed by senior Republican figures.

Trump wrote to Nixon in 1982, calling him "one of this country’s great men". The two kept up a correspondence for years afterward, bonding over shared grievances. Nixon wrote back in a 1990 letter: "Dear Donald — I know nothing about the intricacies of your business enterprises but the massive media attack on you puts me in your corner!"

Vance made the connection explicit in June. Speaking at an event at the Nixon Presidential Library in California, he said: "I think that his historical legacy is enjoying a bit of a renaissance, but I think deservedly so."

Vance, at the Nixon Library in June: Nixon's legacy is having "a renaissance."

Vance then compared Nixon's 1972 election victory directly with Trump's. He argued that the coalition returning both men to the White House was broader and more durable than the one that elected Ronald Reagan. "you know Reagan could not have won his landslide in 2024," Vance said, pointing to America's changing demographics, "Richard Nixon maybe could have won his landslide in 2024."

To some in this new generation of conservatives, Nixon is no longer labelled as Watergate's villain. He has become an "America First" pioneer instead, a tough president loathed by the mainstream media, besieged by investigative agencies, and ultimately brought down, in their view, by the "deep state."

Years of Rebranding Behind the Scenes

None of this happened by accident. The Nixon Foundation has quietly run a years-long rebranding campaign, working to re-present the former president's "historic achievements." Those include the Apollo moon landing and the Sino-US rapprochement.

Jim Byron, chairman of the Nixon Foundation, said planning began back in 2018. The goal was to repackage the more than 46 million documents and 3,700 hours of recordings held at the Nixon Presidential Library into short-video content. Once the foundation started posting clips on Instagram and TikTok, "We really saw it explode," Byron said. Some clips have racked up millions of views on YouTube.

A 2024 short video posted by the foundation, with selected footage from the old TV series “Mad Men” that features the 1960 Kennedy-Nixon race, went viral on X. The clip opens with the character Don Draper's assessment of the two presidential candidates, waxing poetically about "the Abe Lincoln of California, a self-made man," before concluding: "Kennedy, I see a silver spoon. Nixon, I see myself."

The footage then cuts to photographs of Nixon set to music by an American rapper. In an accompanying recording, Nixon can be heard saying: "And believe me, when you’ve gone through the fires of having to work your way through school, of having to fight campaigns with no money, of having to do it on your own, you’ll come out a pretty strong man, and you’re not in awe of anybody."

Netizens have flooded the comments with praise. Many call Nixon "one of the most underrated presidents," while others say "we were probably too hard on Nixon."

Matthew Foldi, an editor at the conservative outlet Washington Examiner, said the Nixon Foundation once gave him a limited-edition baseball cap. It was printed with Nixon's iconic V-for-victory hand gesture.

A Mirror to America's Political Mood

Nixon's renewed popularity taps into something bigger. It reflects the hard-edged populism and nostalgia that have taken hold on the American right in recent years.

Conservative commentator Shashank Tripathi argues that Nixon represents "heterodox middle finger to the establishment". That is precisely what appeals to the young conservatives championing him. In their eyes, Nixon is no longer merely the "crook" of Watergate. He has become an early victim of the "deep state," a framing that resonates deeply with Trump supporters.

Former Fox News host Tucker Carlson claimed in 2024 that Watergate was actually a "deep-state coup" orchestrated by the CIA and FBI. Podcast host Joe Rogan later echoed similar claims on his own show, saying "the whole thing was set up by the government".

1982: Trump calls Nixon "one of this country’s great men." A friendship is born.

Republican political adviser Roger Stone revealed that Trump has repeatedly asked him why Nixon chose to resign rather than fight back. Stone believes that "Nixon was in fact brought down by the same deep-state institutions that tried to bring down Trump".

White House spokesman Kush Desai struck a similar note. He said former President Nixon exposed the betrayals of the deep state and the "fake news" media. Decades later, Desai added, President Trump continues fighting these entrenched interest groups on behalf of the American people.

The Wall Street Journal noted that those pushing to rehabilitate Nixon's reputation see it as more than restoring the standing of one president. It is also a challenge to the system of constraints on presidential power built up after Watergate.

Since the start of Trump's second term, the White House has taken a series of steps to weaken these constraints. These include expanding presidential control over fiscal spending, firing inspectors-general, and adjusting protections for career civil servants.

Conservative commentator Christopher Rufo has gone further still. Nixon's importance to the right, he says, lies in the fact that "America has been essentially stuck in the year 1968." The right, he argues, needs to launch a "counter-revolution."

Watergate holds fresh appeal today for a simple reason. Americans can now scarcely imagine a president choosing to resign with dignity, sparing the country a long, divisive impeachment battle on the principle of putting "America first" rather than himself first.

Today's "Nixonmaxxing" may have less to do with young Americans genuinely warming to Nixon himself. It works more as a mirror, reflecting present-day American society's fraught relationship with its own past, its institutions, its power structures and its political order.

Deep Throat

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On July 16, the UK government announced the passage of legislation to "nationalize" British Steel, a subsidiary of China’s Jingye Group. The move stripped Jingye of control, management authority, and revenue rights over the company. On July 19, Jingye urged the UK to immediately stop "trampling on international investment rules" and to swiftly, fully, and effectively compensate the company for all investment losses.

Labour Government Nationalizes Jingye's British Steel.

Shattered Promises

According to Jingye Group’s official WeChat account, Jingye Steel Ltd. said on July 19 that it legally acquired British Steel in 2020 when the company was on the verge of bankruptcy, and turned it profitable within a year. Over the past five years, Jingye said it has continuously poured in massive capital, created tens of thousands of local jobs, and made a major contribution to British Steel and the UK steel industry.

Since Jingye acquired British Steel, the UK government has shifted from "promising co-investment" to "refusing to honor commitments," and from "forced takeover" to "full nationalization." Jingye’s statement called this a case of shattered promises, trampled rules, and outright betrayal.

By ignoring Jingye’s targeted investment and major contribution while offering compensation that is "almost zero," the UK has damaged the confidence of global investors.

The statement demanded that the UK immediately stop using domestic law to trample on international investment rules. It also called on London to provide timely, full, and effective compensation for all of Jingye’s investment losses. Jingye said it has already initiated consultation procedures under the relevant bilateral investment treaty and reserves all legal rights, including international arbitration.

The statement also said that, in defense of British taxpayers’ interests, Jingye will legally pursue the liability of relevant government officials and British Steel management. That claim targets what Jingye described as a rushed takeover carried out without preparation or a business plan, one that inflicted major losses on both taxpayers and the company’s operations.

Starmer Meets British Steel Workers Last April.

The Cost of Survival

According to the BBC, the UK government said bringing this loss-making company into state ownership would protect jobs and safeguard a "vital national capability." In March this year, a report by the National Audit Office said the Scunthorpe steelworks was costing the UK government about £1.3 million a day.

By late January 2026, the government had already spent £377 million to keep British Steel operating. That figure was expected to exceed £600 million by late June, and spending could top £1.5 billion by 2028.

Jiupai Finance reported that Jingye completed the acquisition of British Steel in March 2020 for roughly £50 million to £70 million, when the company was close to bankruptcy. After the deal, Jingye injected substantial funds to keep the business running.

According to Jingye’s public disclosures, the group has continued to invest over the past five years in equipment upgrades, production and operations, employee pay, and green transition projects.

Facing persistent losses and environmental pressure, Jingye proposed a transition plan. The plan called for shutting the aging blast furnaces at Scunthorpe, building electric arc furnaces, and securing major subsidy support from the UK government. But that would have closed the two blast furnaces at Scunthorpe, the core assets Jingye took over.

The UK refused, because these are the country’s last two blast furnaces capable of producing primary steel directly from iron ore. Once closed, the UK would lose its full blast furnace to basic oxygen furnace steelmaking system and become the only G7 nation without primary steel production capacity.

For a country that once relied on steel to complete its Industrial Revolution and has long treated steel as a strategic industry, that is politically close to unthinkable.

In April 2025, the UK’s Steel Industry (Special Measures) Act completed the legislative process and received Royal Assent in a single day. Under that law, the UK government gained direct powers to intervene in British Steel’s production and operations. In practical terms, it took over the company’s business decisions.

In May 2026, the UK government formally introduced the Steel Industry (Nationalization) Act to bring British Steel into state ownership by legislation. On July 16, the government announced that the relevant legislation had passed, nationalizing British Steel under Jingye Group.

Beijing Pushes Back

China’s Ministry of Commerce previously said Beijing is firmly opposed to the UK government’s decision and strongly dissatisfied with it. The ministry urged the UK to abide by relevant international rules, fulfill its obligations under the China-UK Bilateral Investment Treaty, treat Chinese enterprises in the UK fairly and justly, and fully protect their legitimate rights and interests. A Foreign Ministry spokesperson also stressed on Saturday, the 18th, that investors’ lawful rights and interests must be fully protected in accordance with the law. The spokesperson urged the UK to genuinely respect market principles and the spirit of contracts, and to find a mutually acceptable solution, including on compensation.

Analysts said the UK government has not acknowledged Jingye Group’s right to compensation. Instead, London argues that both the existence of compensation and the amount of compensation must be determined only after an independent assessment. The dispute has stirred wider concern about the security of cross-border investment and the sanctity of market contracts, while raising questions about the UK’s unilateral administrative intervention and its departure from market-oriented principles.

According to CCTV, Zhou Mi, a researcher at the Chinese Academy of International Trade and Economic Cooperation under the Ministry of Commerce, said investors place a high value on a stable local environment when making investment decisions. Many countries, including the UK, promise stable treatment when attracting foreign investment, on the basis of mutual benefit and win-win cooperation. Zhou said Chinese enterprises have fulfilled their commitments, created local jobs, and kept British Steel’s local production and normal operations running.

Zhou Mi: Nationalization Demands Fair Compensation.

Zhou said he believes Chinese steel companies bring more effective experience in the steel sector. The UK government could not sustain British Steel’s development back then, and now it is ignoring the business sector’s advice. In his view, the UK’s claimed strategic logic simply does not stand up.

Zhou said nationalization requires proper consideration. Even within the framework of a bilateral investment treaty, when the UK government proceeds with nationalization, it must pay the corresponding cost. If the UK government takes a presumptuous approach to nationalization, it must weigh the consequences. Those consequences touch the company’s reasonable future development, its normal operations, the actual interests of employees, and the UK government’s reputation and future prospects as an international investment destination.

'Robber Logic' Under Fire

Jiang Haofeng, a commentator for Xinmin Evening News, argued that the nationalization of British Steel amounts to "robber" logic. He said the UK Labour Party brought British Steel into state ownership in the name of national security and protecting workers’ rights, even though Jingye did not carry out large-scale layoffs after the acquisition.

In Jiang’s view, after taking power, Labour wanted to secure votes tied to the steel unions and then used a newly enacted law to seize a private Chinese enterprise. He questioned whether that is fundamentally illegal. Jingye had broken no laws beforehand, and the acquisition was a fair transaction approved by the UK government. So if Britain now buys it back at an extremely low price, how is that different from robbery?

Jiang also questioned how the UK, as a so-called birthplace of fair trade, could attract global investment in the future. He further asked whether there is any link between newly appointed UK Prime Minister Bei Ande taking office and the nationalization of British Steel.