BEIJING — People joke that it’s now easier in many Chinese cities to use Communist Party slogans rather than street names to give directions.

Looking for a bank in Downtown Beijing?

Walk past the screen proclaiming, “The people have faith,” take a right at the poster glorifying President Xi Jinping and cross the footbridge with the banner declaring a new era of prosperity for China.

Even as China grows increasingly confident on the global stage, Mr. Xi is using propaganda at home to protect his strongman rule and extend the party’s dominance over everyday life.

At the most recent party congress, Mr. Xi’s name and ideas were made part of the Constitution. Now, “Xi Jinping Thought” is pervasive, butting up against advertisements for hair transplant surgery, luxury cars and Danish butter cookies.