Having a fast-loading website is non-negotiable these days. But for businesses targeting audiences in China, website performance can be a challenge because of China’s unique internet ecosystem.

One solution businesses turn to is using a reverse proxy to improve performance and bypass restrictions. While reverse proxies can make a difference in some instances, they come with their own limitations, such as a costly initial setup, inconsistent performance, security risks, and compatibility issues with China’s infrastructure.

This article explores the challenges of using reverse proxies in China, why websites remain slow, and practical steps to fix these issues effectively.

TL;DR Reverse proxies are sometimes used to improve website speed in China, but they rarely solve the real issue when used alone. That’s because one of the core challenges with China web performance is resource incompatibility within China’s unique internet ecosystem. Reverse proxies can also introduce legal risks, deliver inconsistent performance, and fail to fix blocked or slow third-party resources. Instead, businesses should focus on optimizing content delivery, handling incompatible resources, and improving infrastructure compatibility. Chinafy helps global websites load faster and more consistently in China by addressing exactly these issues.

What is a reverse proxy?

A reverse proxy is a server that handles all incoming and outgoing website traffic on behalf of another server. It acts like a gateway: every user request and every server response is routed through it. This setup can provide benefits like caching, load balancing, and security, but also centralizes your entire traffic flow, making it more visible to regulatory scrutiny and introducing potential latency or compliance risks.

In China, this architecture can be problematic because:

It does not resolve resource incompatibilities (e.g. blocked scripts or embeds)

It introduces security and regulatory risks if not hosted within China or approved by the MIIT

It centralizes requests in ways that can trigger throttling or blocks

How does a reverse proxy work in China?

A reverse proxy sits between users in China and your global server, acting as an intermediary for all web traffic. Here’s a simplified breakdown:

User makes a request

A visitor in China tries to access your website. Their request is routed to the reverse proxy server, rather than directly to your origin server.

Proxy forwards the request

The reverse proxy acts as an intermediary. It doesn’t host the website itself but evaluates the user’s request and decides what to do next depending on the configuration:

forwards requests to the origin server

serves cached content if the requested content is static (e.g. images, CSS files)

balances the load by distributing the request to prevent a single server becoming overwhelmed

Origin server responds

If a request has been forwarded to the origin server, it processes the request and returns the web content to the reverse proxy.

Proxy returns the response

The reverse proxy then delivers this response to the user in China, effectively masking the origin and acting as a pass-through relay.

The user’s browser then renders the website.

Setting up a reverse proxy typically involves high effort and cost, depending on your technical expertise, existing infrastructure, scale of operations, and specific requirements. A reverse proxy also does not solve issues like blocked resources, high latency, or infrastructure incompatibility which are common in China.

The limitations of using reverse proxies in China

While a reverse proxy sounds like a good idea in theory, here’s why reverse proxies often fail:

1. Latency remains a problem

Even with a reverse proxy in the region, the data still needs to travel through China's infrastructure, leading to congestion and high ping times. This "last mile" issue can’t be solved with proximity alone. Faster speeds are not guaranteed due to variables like network conditions, content type, proxy configuration, and regulatory restrictions. If the goal is to ensure faster load times, you should treat the reverse proxy as part of a broader optimization strategy, including content delivery, server performance, and resource handling.

2. Blocked and incompatible third-party resources

Sites that use Google Fonts, YouTube embeds, Meta pixels, or other blocked services struggle to load these assets in China, even with a reverse proxy. That leads to broken pages, missing visuals, or slow performance as browsers try and fail to fetch them.

3. Cost and effort required

Setting up a reliable reverse proxy typically involves effort, cost, and technical know-how to plan, build and maintain the set-up. The financial burden of infrastructure, licensing, and compliance, combined with the technical and regulatory effort required, can make this solution impractical or unattractive for some businesses.

4. Incompatibility with local Chinese infrastructure

China's internet operates through providers like China Unicom and China Telecom. If you’re using a reverse proxy outside of China, these are not always compatible with these networks, resulting in packet loss and unpredictable speed.

5. Compliance and security risks

As with any website targeting the Chinese market, it’s recommended that you consult compliance professionals to address business-specific compliance risks that may include:

Data security and privacy

Content compliance

Licensing requirements

Cybersecurity

Tax and business operations

Is a reverse proxy legal in China?

The legality of using a reverse proxy in China is complex and depends on its purpose, implementation, and compliance with Chinese regulations. A reverse proxy must comply with government regulations, such as being used for approved purposes like improving network performance or caching content, and not for circumventing censorship or accessing blocked content.

Using a reverse proxy to bypass Chinese law or operate outside government oversight is illegal and can result in penalties, including fines, service disruptions, or other enforcement actions.

*Disclaimer: This guide is informational and does not constitute legal advice. Chinafy is not a legal or corporate advisory entity, and, given that every business is different, we suggest consulting with your internal legal counsel if you would like advice on any legal or compliance-related concerns, or alternatively we can connect you with one of our partners.

Can a reverse proxy make my website work in China?

Probably not. Reverse proxies might help marginally if your origin server is far from China, but they don’t fix:

Incompatibility with China’s internet infrastructure - traffic to or from international servers can experience high latency or be throttled.

Slow-performing or blocked third-party resources - they’re not designed to diagnose or replace incompatible resources. You’re still left with a page that might technically load, but fails to load fully or fast.

How to actually fix a slow website in China

Improving website performance in China requires more than just a proxy. Whether you're hosting offshore or onshore in mainland China, Chinafy helps you:

Identify and intelligently treat blocked or slow third-party resources

Improve load times up to 8x faster without rebuilding your site from scratch

Go live with a China-friendly version of your site in just 2 weeks

Reverse proxies might sound like a quick fix, but in China, they fall short. The real challenge lies in adapting your site to China's internet ecosystem. That means localizing performance, not just rerouting traffic.

Chinafy helps global websites achieve lightning-fast load times in China without rebuilding. Whether you’re using a CMS like Adobe, WordPress, Sitecore, Netlify, Webflow, or a custom stack, we’ve got you covered.