This paper maps out the public perception of TEMUs entry into the European market since its establishment in 2023. We do so through a qualitative data analysis technique and analysis of 36 articles which are authored by 17 of the largest European newspapers published since 2023, each reflecting a unique aspect of how this event is interpreted within European media. Our research categorizes the media coverage into five distinct areas: economic benefits, economic risks, geopolitical concerns, innovation & consumer impact, and regulatory & security concerns. Each category comprises specific frames that encapsulate different aspects of TEMU’s market presence, providing insights into how the company’s activities are perceived across diverse cultural and political contexts within Europe. The findings reveal a pronounced focus on regulatory & security concerns, reflecting deep media engagement with issues related to TEMU's adherence to European regulations, data security practices, and environmental impacts. Conversely, geopolitical concerns received the least media attention, indicating a potential underrepresentation of TEMU’s role as an instrument of Chinese soft power in European media discourse. Through this analysis, the study offers a nuanced understanding of the varying media perspectives that influence public discourse and perception related to TEMU’s integration into the European economic and cultural milieu.