The Rise of China Travel Vlogs: A New Digital Genre

As you explore platforms like YouTube or Instagram, you may find yourself immersed in a burgeoning genre that has captured the attention of many: travel vlogs focused on China. These videos feature a diverse array of creators, including an American who crafted an extensive four-hour “vlogumentary” dedicated to the culinary delight of dumplings in Shanghai, a German traveler who is fascinated by the astonishing speed of China’s bullet trains, and a British couple who are enchanted by the vibrant traditional clothing found in the culturally rich region of Xinjiang. Each of these creators has garnered hundreds of thousands of views, reflecting a significant audience engagement.

Interestingly, these travel vlogs have found even greater popularity on Chinese social media platforms. Although YouTube and Instagram are not accessible in China, resourceful Chinese users have discovered ways to share these videos across domestic platforms, amassing fervent followings. Many of these bloggers have even been featured in interviews by Chinese state media, and their experiences are often highlighted with trending hashtags such as “Foreign tourists have become our internet spokespeople.”

The emergence of these captivating videos signifies more than just a revival of foreign tourism in China following a three-year isolation during the Covid pandemic. The Chinese government has implemented a range of visa-free policies aimed at enticing international tourists back into the country. Travel bloggers have eagerly seized this opportunity, venturing into a land that had previously posed challenges for foreign visitors.

However, for China, these travel vlogs serve a dual purpose. Beyond merely stimulating the economy, they provide a platform for Beijing to counter what it perceives as an anti-China narrative prevalent in the West. In recent years, China has adopted measures encouraging its citizens to view foreigners with suspicion, expanded its surveillance apparatus, and taken action against journalists from both domestic and international media outlets. Yet, the government points to these carefree travel videos as evidence—generated by Westerners—that the criticisms surrounding these issues are often exaggerated or unfounded.

As noted in an article from The Global Times, a tabloid affiliated with the Communist Party, “Overseas audiences find that through these videos, they see a real, fast-developing China that contrasts sharply with the mainstream narrative in the West.” This sentiment underscores the potential of travel vlogs to reshape perceptions and foster a more nuanced understanding of China’s evolving landscape.