Foreign Influencers in China: “Outsider Perspective” as a Branding Advantage

In a previous article, we discussed how foreign content creators like “IShowSpeed” are gaining traction by documenting their journeys through China. Recently, even YouTube megastar Mr. Beast has begun experimenting with Bilibili collaborations, suggesting that more international influencers are eyeing China’s social platforms.

Amid China’s growing appeal to global travelers and residents, a new wave of international content creators is rising. These creators possess a unique dual appeal: domestic audiences are not only eager to see China through foreign eyes, but also keen to watch these individuals challenge stereotypes and present a more authentic, modern, and inclusive image of the country.

Whether they’re documenting street food adventures, celebrating local festivals, or sharing everyday experiences like taking taxis or online shopping, foreign influencers are becoming major figures on China’s short-video platforms. This relatable, grounded content not only brings commercial success but also endows them with unexpected cultural influence.

🤔The Numbers Behind the Trend：

A 2023 report by Tencent Research Institute and NewRank provides some key indicators:

●Over 15 foreign influencers have surpassed 10 million followers each, with a combined (non-deduplicated) audience of 290 million.

●More than 100 creators have crossed the 1 million follower mark, collectively engaging 250 million users.

●Nearly 1,000 active creators now have over 10,000 followers.

🤔What Drives Their Success?

There are three core competencies that separate top-tier foreign influencers from the rest:

●Content Design: Leveraging their “outsider” identity to generate novelty.

●Emotional Resonance: Triggering national pride through cultural contrast.

●Brand Integration: Maintaining authenticity even in commercial collaborations.

Below, we analyze several standout creators who have mastered these abilities and built powerful brands through their unique positioning.

Influencer #1:

@歪果仁研究协会 YChina

Account Overview:

●Niche: “China through foreign eyes” – street interviews, job tryouts, cultural comparisons.

●Followers: 13.5 million across platforms.

●Audience: Primarily aged 18–35, interested in cultural exchange and global perspectives on China.

YChina content often revolves around real foreigner experiences in China, told with humor and insight. The channel offers a “third-party” lens that simultaneously satisfies domestic curiosity about how others see China and responds to China’s growing interest in soft power and cultural export. Many of their Bilibili videos exceed one million views, thanks to this resonance.

●Brand Collaboration Highlight: Alibaba Cloud

One of their standout branded videos featured a foreign host interviewing Peking University students about their multilingual skills. 

This naturally segued into a demo of Alibaba Cloud’s AI dialect recognition tool—presented organically through dialogue. The collaboration combined emotional insight with technical sophistication, reinforcing both brand message and creator credibility.

Influencer #2: 

@老王在中国

 (Lao Wang in China)

Account Overview:

From War Survivor to Food Blogger—A Story of Healing Through Food and Culture

●Niche: Cross-cultural food exploration with a deeply personal narrative.

●Followers: 16+ million across platforms.

●Audience: Predominantly men aged 25+, drawn to emotionally resonant and culturally rich content.

Born in Iraq in 1994, Lao Wang lived through multiple conflicts and was even wounded in wartime. After arriving in China, he found not only physical safety but also emotional refuge—and eventually, a new identity as a food content creator. His rise to fame reflects the power of cross-cultural storytelling, combining humor, humility, and humanistic values.

Lao Wang stands out with his consistent “suit and street food” aesthetic—dining in full formalwear at humble local eateries to show respect for food and culture. 

His signature Arabic greeting “Ya Habibi” and quirky metaphors like “ants doing military drills on my tongue” add a humorous and memorable flair. By diving deep into hidden neighborhood spots across cities like Wuhan and Chengdu, he’s earned praise for knowing the local food scene better than many locals.

Lao Wang’s videos often reflect on his past in war-torn Iraq, offering emotional depth beyond culinary content. 

In one clip, startled by fireworks during a barbecue, he briefly relives wartime trauma before expressing gratitude for peace in China. This candid vulnerability resonates strongly with viewers, turning his content into a tribute to safety, healing, and the everyday joys of life.

Lao Wang has cultivated a down-to-earth, approachable persona. He warmly interacts with fans, insists that being recognized is “an honor,” and often reciprocates their kindness with small gifts.

His videos promote simple values—gratitude, frugality, and respect—rooted in personal experience, such as encouraging food conservation by recalling how rare even a bun was during wartime in Iraq.

●Brand Collaboration Highlight: “Only Henan”Immersive Theater Park

In a partnership with “Only Henan”—China’s first panoramic immersive theater complex—Lao Wang did more than just a surface-level tour. He walked through its iconic settings (adobe walls, wheat fields, ancient-style stages) while reflecting on the contrast between Henan’s rich historical storytelling and Iraq’s war-scarred ruins.Choking up on camera, he said:

“In Iraq, history is buried under fire and rubble. In Henan, history is reborn through theater.”

This cultural juxtaposition moved audiences deeply. His fans flooded the comments with plans to visit the site, while those who had already been shared personal stories, fueling even more interest. 

For “Only Henan,” the campaign successfully elevated the park’s identity from “local attraction” to “spiritual experience.”

Influencer #3: 

@张踩铃 (Zhang Cailing)

Cross-Cultural Families as Content Gold

Account Overview:

●Niche: Life in a Chinese-Canadian household, cross cultural marriage, parenting, family dynamics.

● Followers: 12+ million across platforms.

● Audience: Women aged 25–44, primarily young mothers and married professionals.

Zhang Cailing’s content is a masterclass in blending drama and realism. Her unique voice—humorous, grounded, and distinctly northeastern Chinese—gives life to cultural clashes in parenting styles, gender roles, and multigenerational dynamics.

Whether she’s contrasting Western and Chinese grandparenting philosophies or playfully portraying her foreign husband’s struggles with Chinese idioms, her storytelling is sharp and socially relevant.

●Brand Collaboration Highlight: Milkana Cheese

In a campaign for French dairy brand Milkana, Zhang tackled the topic of gender expectations through the lens of her daughter’s innocent yet pointed questions. 

The use of a light-hearted product like cheese helped soften the weight of the topic, while still delivering a message about double standards women face. This “deep issue + light product” strategy created a nuanced and memorable brand moment.

Pitfall Case:

@伏拉夫 (Vulafu)

When the “Foreigner Card” Backfires

Russian student-turned-influencer Vulafu gained fame by overplaying his patriotic affection for China—only to face backlash when inconsistencies emerged (e.g., claiming to only use Huawei but seen using Siri). He was accused of exploiting nationalistic sentiments for clout.

Despite the controversy, content featuring foreigners embracing Chinese culture—whether eating hotpot or studying Mandarin—continues to perform well. But audiences are becoming more discerning.

Double V Tips: For Brands Working with Foreign Creators in China: 

China is no longer a market where saying “I love China” in broken Mandarin guarantees viral success. Authentic storytelling, cultural sensitivity, and emotional relevance are now the prerequisites for engagement. Here are key considerations:

● Avoid Cultural Missteps

Humor or expressions that work abroad may offend Chinese audiences. Creators must localize their tone and avoid careless assumptions.

● Steer Clear of Sensitive Topics

Brands should offer cultural sensitivity training and topic guidelines—especially regarding Sino-Japanese, Sino-Korean, and Sino-American relations. For example, Japanese creators should avoid publishing commercial content on WWII remembrance days.

● Prioritize Authenticity

Chinese audiences can detect insincerity. Rather than exaggerated praise, focus on grounded, detail-rich content that celebrates real moments and observations.