China is recruiting American influencers to create propaga… we mean, make travel vlogs.
What happened: China has launched a program offering young, U.S.-based influencers on platforms like TikTok and YouTube a free 10-day trip through the country next month. In exchange, all they need to do is document the journey to their (at least 300,000) followers.
- The initiative comes after an April visit by mega-popular YouTuber and streamer iShowSpeed visited China. A video covering the trip, which casts China in a very flattering light, has nearly 9 million views.
Why it matters: As America’s reputation and cultural influence slip, China is working to move soft power from the West to the East. From sponsoring influencer vlogs, to producing the highest-grossing animated movie ever, to rolling out a wildly popular video game, China is in these days.
- Accumulation of softer power is also linked to the global popularity of Chinese-owned apps like TikTok, which research has suggested has a pro-China bias in its content.
- Per Brand Finance’s annual survey of every country’s global “brand,” China was the second-highest ranked country this year — up from eighth just four years prior.
Big picture: China could start targeting non-American influencers, as many foreign creators might be afraid to make content in the U.S. — especially after Khaby Lame, the world’s biggest TikTok-er, left the U.S. after being detained by immigration authorities.—QH