The paper contributes to the growing debate about how China drives change in institutions and norms of global governance. It analyses the case study of China’s approach to transnational voluntary sustainability standards as concrete tools of Western-sponsored green value chain initiatives, between integration and contestation. Engaging international political economy scholarship, the paper shows that China participates in such initiatives by reshaping their focus away from contested market-based approaches to more internationally consensual state-led ones. This stance indicates that China’s reshaping of international norms and institutions conveys claims made by Global South alliances. These alliances are increasingly important for China, not only politically and militarily but also economically and for the success of key initiatives, like the Belt and Road Initiative.