Beijing woos US influencers with free trip to show ‘real China'

Straits Times

10-06-2025

China seeks to enlist young social media influencers from the US to collaborate with its local content creators. PHOTO: AFP
China is inviting American influencers to join a 10-day, all-expense paid trip through the country in July , as part of Beijing's efforts to boost people-to-people exchanges and showcase the 'real China'.
The initiative, titled 'China-Global Youth Influencer Exchange Programme', seeks to enlist young social media influencers with at least 300,000 followers to collaborate with Chinese content creators, according to recruitment posts by Chinese state-affiliated media outlets, including the China Youth Daily.
While relations between China and the US have deteriorated in recent months over issues including geopolitics, technology and trade, the programme marks an effort to boost cultural exchanges.
In 2024 , President Xi Jinping had called for more exchanges between Chinese and American universities, after previously announcing a plan to welcome 50,000 American students to China.
Another post in College Daily, a publication particularly targeting Chinese students in North America, specified that applicants for the exchange programme based in the US should be active on platforms such as Instagram, YouTube, TikTok and X, and should 'love Chinese culture' and 'have no history of bad behaviours'.
It called on Chinese students overseas to encourage influencers in their circle to apply, and said the successful candidates will get China's official invite as well as special assistance from the state to process their visas.
The trip intends to take the participants across five Chinese cities – Suzhou, Shanghai, Shenzhen, Handan and Beijing, and will cover China's e-commerce hubs, the headquarter of companies such as Xiaohongshu Technology Co and BYD Co.
The influencers will also partake in cultural activities such as Taichi and be able to live-stream their trip to the Great Wall, according to the posts.
Working with Chinese social media influencers on ideas, and getting their content promoted by China's state media will be part of the deal.
Social media content from Western influencers travelling through China post-Covid-19 have won praise from the state media for their authentic portrayal of everyday life in the country.
In April, American streamer IShowSpeed's visit to China sparked widespread curiosity among fans about advancements in Chinese technology.
The authorities have tapped social media influencers to check negative information and promote positive contents.
In 2023, think-tank Australian Strategic Policy Institute analysed over 120 foreign influencers, mostly active on Chinese social media, received the state's help to grow their influence in return for content that praises and spreads Beijing's narrative. BLOOMBERG
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