How do new powers seek to influence global trade governance rules? In this contribution, I posit that, contrary to the EU and the US, which act predominantly as regulatory powers, rising powers use a variety of hard and soft strategies to shape global trade governance. The article finds that a combination of hard strategies, such as coalition-building or obstruction, and soft strategies, including placing their own nationals at the top of the WTO or pursuing incremental procedural changes to make trade governance more inclusive, enabled new powers to shape global trade governance rules over the past fifteen years.