How “IShowSpeed’s China Tour” reveals about brand localization

Since “TikTok refugees” flocked to China’s social platforms 4 months ago, a series of cross-cultural events are triggering a new wave of global digital interaction. 

This momentum reached a new peak with the explosion of the “#ChinaTravel” hashtag. On Red Note alone, the tag has generated over 620 million views and 3.37 million discussions to date. From viral street vlogs to immersive livestreams, global creators are actively reshaping perceptions of China—and in the process, offering brands unprecedented storytelling opportunities.

Among these creators, one name stands out: IShowSpeed—known in China as “甲亢哥” (Jiǎkàng Gē). His recent livestreamed journey across eight Chinese cities captivated both domestic and global audiences, setting new benchmarks for international influencer marketing in China.

Over 15 days, IShowSpeed livestreamed his China tour across eight cities, with each session lasting between 5 and 9 hours. The numbers are staggering: 907 million total views on YouTube, 8.22 billion cumulative views for related content across platforms, and more than 210 million interactions.

Over 8.2 billion exposure, 210 million engagements and 3,000 related trending topics related to IShowSpeed's China tour

Bloomberg's article "YouTube Star IShowSpeed Woos US Consumers With Futuristic China Tech" reported about this tour

Immersive Brand Exposure for Xiaomi and BYD

What set this campaign apart wasn’t just reach—it was resonance. Speed’s livestreams were raw, unfiltered, and emotionally charged. In a standout moment, he test-drove the Xiaomi SU7, and his exaggerated expressions of surprise went viral almost instantly. The key? It didn’t feel like an ad. It felt real.

Speed ran into a driver of Xiaomi's new car model SU7, and he test drove it

Speed test drove BYD's Yangwang U9

Speed on BYD's Yangwang U8 in a lake

Similarly, BYD’s luxury U9 model gained traction when Speed reacted in real-time to its tech-heavy features—particularly its spinning-in-place and “jumping suspension” modes on a Chongqing street. The spontaneity of these moments turned product demonstrations into emotional experiences, driving higher engagement and stronger product recall than any polished ad spot could.

When Overproduction Backfires for Wenheyou

However, not every brand succeeded in riding the “China Travel” wave. In Changsha, local broadcaster Hunan TV attempted to integrate Speed into a scripted variety-show format, disrupting his signature “one-take” livestream style. From pre-arranged restaurant visits to overbearing brand appearances, the content felt forced—and audiences noticed.

The low point came when the restaurant Wenheyou's co-founder aggressively inserted himself into the frame, announcing, “I’m the boss,” during a livestream. What was meant to be a promotional moment turned into a cautionary tale. Over-commercialization not only compromised Speed’s authenticity—it alienated viewers who had tuned in for spontaneity and sincerity.

Authenticity: The Underrated Superpower

What do Chinese and global audiences truly want to see? It’s not scripted travel promos—it’s the “real China.”

Speed dancing with locals in a Chongqing plaza or sweating through hotpot in Chengdu may seem mundane, but these unfiltered moments built a kind of emotional resonance that no polished campaign could replicate. They showcased human connection, curiosity, and cultural appreciation—traits that transcend language and geography.

What do Chinese and global audiences truly want to see? It’s not scripted travel promos—it’s the “real China.”

Speed dancing with locals in a Chongqing plaza or sweating through hotpot in Chengdu may seem mundane, but these unfiltered moments built a kind of emotional resonance that no polished campaign could replicate. They showcased human connection, curiosity, and cultural appreciation—traits that transcend language and geography.

But something shifted. His sincerity, passion, and refusal to be polished won viewers over. Today, his Douyin following is growing by over 50,000 per day, and searches related to “Rongchang goose” remain on trending lists. The takeaway: viral moments don’t need professional teams—just authenticity and timing.

Healing Moments and Human Touch

One of the most talked-about moments came during Speed’s Hong Kong livestream, when he chatted with a young woman from Shaoxing. She shared her insecurities about her naturally high-pitched voice. Speed, in turn, opened up about his own experiences with discrimination, gently encouraging her to be confident in her uniqueness.

The clip—titled “The Best 22 Minutes of Speed’s Hong Kong Trip”—quickly went viral, not for any brand mention, but for its raw emotional truth. It highlighted what many Chinese youth value today: empathy, honesty, and global dialogue grounded in mutual respect.

A Smart Brand Move: Yili’s Co-Branded Campaign

Amid the tour’s buzz, Chinese dairy giant Yili seized the moment. During China’s May Day holiday, Yili launched a co-branded campaign featuring Speed in a short video titled “Enjoy Milk, Enjoy Holiday.” Using his signature first-person vlogging style, the video revisited highlights from his China journey.

The campaign’s emotional center was a simple Chinese phrase: “来都来了” (“Since I’m already here…”). When Speed said it in broken Mandarin, it sparked a cultural inside joke, creating a viral hook that blended humor, travel, and brand messaging seamlessly.

Yili didn’t just ride the trend—they adapted to the creator’s tone, content rhythm, and emotional currency. The result? A campaign that felt less like a commercial and more like a cultural moment.

Double V Takeaways: What Global Brands Can Learn: 

At Double V Consulting, we see IShowSpeed’s China tour as a milestone in foreign influencer marketing within China. From this phenomenon, we distill three actionable insights for global brands:

● Authenticity Cuts Through the Noise

In an age of content saturation, realness wins. Brands should prioritize transparency and organic storytelling over polished production.

● Localize Through Everyday Life

Foreign creators should be embedded in real, local scenarios—public squares, street markets, subway rides. Life, not landmarks, is what generates empathy and attention.

● Embed, Don’t Interrupt

Successful campaigns like Xiaomi and Yili respected the creator’s content rhythm and audience expectations. Failed attempts tried to hijack the narrative. The difference lies in integration: brands must become part of the story, not the headline.

Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.

If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out by click the here link below.