Inside China’s Smart Approach of Using Social Media Creators Instead of Politicians. Gone are the days of stiff government press releases or awkward cultural expos! China gets it: people trust influencers so much more than officials. The plan? Bring in social media stars and treat them like rockstars to showcase the “cool side” of China.
From TikTok to Great Wall: A 10-Day V.I.P Tour for Creators
The project is called the China-Global Young Influencer Exchange Program, and this is not just a sponsored trip. We’re talking backstage passes to tech giants, live streaming at ancient landmarks, tai-chi-ing in historic cities, and touring top-secret innovation labs…and all in one trip!
The kicker? Everything is covered. Flights, food, stays, and even content schedules. The only payment? They request you post at least two short-form videos and a co-collab reel with a Chinese creator. I mean, would you turn this down if you had 300,000+ followers?!
IShowSpeed Proved It First: Viral Has More Heart Than Diplomacy
Let’s take a step back. In April, American creator IShowSpeed spent 10-days touring China. No political agenda, no big promotion – just curiosity, chaos and comedy.
What happened? The internet exploded.
He rode bullet trains, used China’s QR payment system, played with EVs, and traveled cities like Chongqing, Shanghai, Chengdu, and Beijing. His videos received millions of views and trended on Chinese social media too. That moment made officials believe influencers were the answer.
“They Feel Real, Not Scripted”
Li Mei, a media professor at the University of Sydney summed it up, “People trust influencers more because they feel real. They’re not a politician with talking points.”
That’s why China’s moving away from the old “Panda Diplomacy” model to a new creator storytelling model. Influencers might have been invited by the government, but the content is theirs.
Why This Works: Trust, Reach, and Almost a Little FOMO
China’s tourism image needed a cool change, especially after the pandemic. The challenge was that traditional media didn’t work. What would convey that? Seeing your favorite influencer smile while eating local food in Chengdu and say, “Yo, this place is actually insane.”
That’s the trust that goes along with that kind of low-key, relatable experience. That trust translates into fulfilling plane ticket purchases.
So, Who Is Invited?
In order to be part of China’s influencer travel crew, creators must:
- Be less than 35 years of age
- Have more than 300K followers across YouTube, TikTok, Instagram, or X.
- Create short-form video content while traveling (in film, but not limited to video).
- Work with top-tier Chinese influencers (1M+ followers)
Tentative itinerary:
- Tech HQs in Shanghai and Shenzhen
- Featuring international collaboration livestream from the Great Wall
- Traditional Taichi lessons in Handan
- Innovation demonstrations from China’s future-focussed startups
So Why It Matters (and why you need to keep an eye on this space)
When we dissect this activity, it is no longer about tourism – it is about international perception. China’s influencer travel campaign proves that the global marketplace of perceptions is important if you are a government, and that digital word-of-mouth is powerful when combined with the Gen Z consumer who is glued to their phones, and who watches creators on social media more than they watch global news channels.
And imagine if your ‘TikToker’ fav had another trip vlog while on a bullet train in Beijing?