The Rise of Foreign Influencers on Chinese Social Media: A Closer Look
In recent years, a fascinating phenomenon has emerged within the realm of Chinese social media: foreign bloggers who express admiration for China are rapidly gaining popularity, amassing millions of followers. This trend has not gone unnoticed, and various reports, including one from Voice of America (VOA), have delved into the intricacies of this emerging landscape. The motivations behind such a surge of foreign admiration reveal a complex interplay of government support, strategic messaging, and the allure of celebrity.
The Role of Foreign Influencers in China’s Propaganda Strategy
The utilization of foreign voices to validate the Chinese Communist Party’s (CCP) message is not a new tactic. Experts, such as Mareike Ohlberg from the German Marshall Fund, have highlighted the long-standing tradition of leveraging foreigners to lend credibility to state propaganda. Foreign influencers are often seen collaborating with government entities, media outlets, and third-party organizations to craft and promote narratives that align with the state’s interests. A prevalent theme among these influencers is their efforts to downplay serious allegations regarding human rights abuses, particularly in regions like Xinjiang, where organizations like Amnesty International report extensive repression of the Uyghur population.
The Celebrity of Marcus Detrez
A notable example of this trend is Marcus Detrez, a French national who gained fame in 2024 after posting historically significant photographs supposedly taken by his grandfather during Japan’s occupation of China. His claims garnered him substantial media attention and prestigious treatment from the Chinese government, turning him into a national figure of interest. However, the façade crumbled when historians identified the images as publicly accessible and therefore not the unique artifacts he had portrayed. This serves as a cautionary tale, illustrating the quick rise and potential fall of influencers whose narratives are not underpinned by authenticity.
The Rise of Vladislav Kokolevskiy (Fulafu)
One of the pioneering figures on Chinese social media is Vladislav Kokolevskiy, known in China as Fulafu. This Russian influencer has captivated audiences by sharing short clips that paint a rosy picture of life in China, amassing 12.89 million followers on Douyin, China’s version of TikTok. Recognized as a key propagandist for the Chinese government, Kokolevskiy benefits from lucrative advertising contracts, emphasizing the commercial aspect of his content creation. His rising fame parallels that of many foreign influencers who have found their niche in celebrating and promoting China’s narratives, intentionally or otherwise.
The Journey of Gerald Kowal
Another prominent figure in the foreign influencer landscape is American Gerald Kowal, also known as Jerry Guo. He gained considerable traction after featuring in a live interview with state-owned CCTV, where he criticized the U.S. response to the COVID-19 pandemic while promoting conspiracy theories about the virus’s origins. His shift from a critical stance against American authorities to a darling of Chinese state media exemplifies the diverse trajectories that foreign influencers can take once they align with government narratives.
The Mechanism Behind Influencer Success: MCNs
The ascent of foreign influencers can be attributed, in part, to the functionality of multichannel networks (MCNs). These third-party organizations facilitate content creation and promotion, working behind the scenes to cultivate influencers’ growth. One of the prominent players in this arena is YChina, which aims to document and celebrate the experiences of foreigners in China. Founded by Israeli businessman Amir Gal-Or and his Chinese counterpart Fang Yedun, YChina has amassed over 100 million followers by amplifying cultural topics and stories that fit the desired narrative. However, it has not been without controversy, as some activists accuse it of aligning with state propaganda about sensitive issues like Hong Kong and Xinjiang.
The State’s Role in Promotion
The Chinese government actively collaborates with foreign influencers to shape positive narratives about the country’s image. Recently, the China Public Diplomacy Association hosted a training camp that brought together foreign bloggers from various countries to experience China’s culture while chronicling their journeys for online audiences. State-controlled media outlets, such as Xinhua, amplify these narratives, showcasing the influencers’ experiences which often highlight achievements in cleanliness and efficiency in cities across China.
The Illusion of Authenticity
While the presence of foreign influencers on Chinese social media can contribute to a more diversified portrayal of China, the underlying realities present a more complex picture. The CCP’s strategy to showcase a polished image is structured around controlling what these influencers see and experience. Ohlberg points out the hypocrisy of promoting the idea that firsthand experience grants credibility to opinions about China while simultaneously restricting influencers from exploring aspects that might contradict the official narrative. This careful curation raises questions about the authenticity of the experiences being presented.
Conclusion
The rapid rise of foreign bloggers in China is a multifaceted phenomenon characterized by the interplay of government intrigue, media framing, and the booming influencer economy. As these foreign influencers continue to gain popularity, their impact on international perceptions of China remains significant, forcing spectators to analyze the narratives they present critically. It is vital for audiences to remain discerning about the motivations behind these online personas and the broader implications of their narratives in understanding China’s complex social and political fabric.