China’s strategic use of influencer-based YouTube channels has become a crucial element in its soft power propaganda network, particularly in shaping global perceptions of China and countering Western narratives. These influencers, many of whom are expatriates or foreign residents in China, utilize their platforms to promote themes such as the alleged falsehoods spread by Western media, the superiority of China’s infrastructure, technology, and safety over that of the United States and their home countries, and the notion that China is always on the right side of geopolitical conflicts.
A sample of the most prominent channels reveals the extensive reach and influence these platforms hold. For instance, channels like Jabiertzo with 845K subscribers and Daniel Dumbrill with 167K subscribers, frequently address topics such as the situation in Xinjiang, presenting narratives that counter reports on human rights issues. Similarly, Nathan Rich with 490K subscribers and Cyrus Janssen with 661K subscribers often highlight China’s advancements in technology and infrastructure, portraying China as a superior alternative to the United States.
In total, the combined reach of these most prominent channels accounted for in this report amounts to 5.33 million subscribers, with a staggering 10,577 videos that have collectively garnered over 1.05 billion views. This extensive content library is used to disseminate China’s narrative on various global issues, reinforcing the idea that China’s approach is not only legitimate but preferable to Western models. Channels like Living in China and Niranjan China, with subscriber counts of 460K and 814K respectively, contribute to the portrayal of China as a safe, prosperous, and culturally rich society, often contrasting it with perceived notions.
Channel Name | Subscribers | Videos | Views | Country |
|---|---|---|---|---|
| Alex from Xinjiang | 44.1K | 70 | 7,204,566 | Hong Kong |
| Numuves | 84K | 392 | 15,687,017 | China |
| Daniel Dumbrill | 167K | 266 | 13,473,874 | Hong Kong |
| FerMuBe | 41.2K | 693 | 3,585,459 | United States |
| Jabiertzo | 845K | 915 | 218,626,212 | Spain |
| Asia Hot Topics | 19.7K | 97 | 2,650,695 | United States |
| Cross Pacific Confrontation | 623 | 33 | 75,992 | N/A |
| VOC: Vision of China | 4.47K | 119 | 994,783 | Canada |
| Nathan Rich | 490K | 233 | 36,895,956 | United States |
| Noel Lee | 31.2K | 144 | 2,886,782 | N/A |
| Living in China | 460K | 320 | 57,661,697 | United Kingdom |
| Niranjan China | 814K | 575 | 125,939,595 | India |
| China Content Center | 607K | 4,069 | 210,156,033 | United States |
| BeeRose in China | 18.4K | 29 | 860,928 | United States |
| TripBitten | 78.1K | 224 | 7,788,812 | United States |
| Part Time Traveller – China | 25.6K | 553 | 3,760,153 | India |
| Cyrus Janssen | 661K | 411 | 119,111,974 | United States |
| Barrett | 376K | 601 | 52,129,466 | United Kingdom |
| Harvey in China | 24K | 133 | 2,336,921 | United Kingdom |
| Fel Thommy | 263K | 399 | 85,110,680 | United States |
| Reporterfy Media & Travel | 211K | 302 | 29,413,718 | United Kingdom |
| 5,333.73K | 10,577 | 1,056,299,162 |
The strategic deployment of these influencer-led channels is a sophisticated tool in China’s Soft Power Propaganda Network, allowing the country to shape international discourse and influence global public opinion in favor of its geopolitical stance. Through engaging, relatable content that appeals to both Western and non-Western audiences, these YouTube channels effectively support China’s broader propaganda objectives, reinforcing its narrative of being a global leader in technology, governance, and social stability.
| Country | Number of YouTube Users (in millions) as of April 2024 |
|---|---|
| India | 476 |
| United States | 238 |
| Brazil | 147 |
| Indonesia | 139 |
| Mexico | 84.2 |
| Japan | 79.4 |
| Pakistan | 66.1 |
| Germany | 65.7 |
| Vietnam | 63 |
| Philippines | 58.1 |
| Turkey | 58.1 |
| UK | 55.7 |
| France | 50.2 |
| Egypt | 48.1 |
| Thailand | 44.2 |
Despite China being the world’s most populous country after India, it is notably absent from the list of leading YouTube audiences as of April 2024. This absence is primarily due to the Chinese government’s long-standing restrictions on YouTube, which has been blocked in the country since 2009. Consequently, the platform is inaccessible to the vast majority of China’s population, leading to a significant gap in its user base despite the country’s vast potential audience.
Interestingly, this gap has given rise to a unique phenomenon where many foreign YouTubers, residing and working in China, create content that caters primarily to international viewers, particularly those in countries where YouTube remains highly popular. These content creators often focus on showcasing various aspects of Chinese culture, travel, and daily life, which aligns with the growing global interest in China. However, their content frequently extends beyond mere cultural exchange, becoming a vehicle for soft power and state-sponsored propaganda.
These YouTube channels and vlogs are often subtly or overtly linked to the Chinese state, either through direct support or indirect influence. The Chinese Communist Party (CCP) leverages these influencers to build and promote narratives that align with its geopolitical objectives and desired international image. By presenting an idealized version of China, these influencers contribute to shaping global perceptions in a way that supports the CCP’s strategic interests. This content often portrays China as a modern, harmonious, and prosperous nation, glossing over or omitting discussions of controversial issues such as human rights, censorship, or political repression.
Furthermore, these influencers may receive preferential treatment, easier access to restricted locations, and other incentives that are not available to independent journalists or content creators critical of the Chinese government. In this way, the CCP effectively utilizes foreign YouTubers as part of a broader soft power strategy, disseminating state-approved narratives to a global audience, while circumventing the direct use of traditional state media channels.
This influencer-driven content plays a crucial role in the CCP’s efforts to build a favorable narrative about China on the global stage, leveraging the reach and appeal of YouTube to influence public opinion, even in the absence of direct access to the platform within China itself. Following some of the prominent YouTube channels indulged in Chinese Propaganda:
Channel: Living in China
- Owner: Jason
- Subscribers: 460K
- Total Videos: 320
- Total Views: 57,661,697
- Joined: June 6, 2007
- Location: United Kingdom
Key Propaganda Themes:
- China’s Superiority Over the US: Many videos highlight China’s advancements and infrastructure, often comparing them to the perceived failings of the US.
- Example: China is LEADING the World to Peace (Not like America) (46K views)
- Example: China is on Another Level (America’s NOT even close) (152K views)
- Positive Depiction of Chinese Lifestyle: Videos showcase luxury and quality of life in China, portraying it as superior to Western countries.
- Example: LUXURY Life in China (Chinese Living the Good Life) (28K views)
- Example: The World WON’T Believe China’s New Infrastructure (US is FAR) (various videos)
- Technological and Infrastructure Advancements: Emphasis on China’s cutting-edge technology and infrastructure projects, suggesting Western countries lag behind.
- Example: 5G up a MOUNTAIN in Rural China??? (America don’t have this) (220K views)
- Example: China Rail vs UK Rail – This is truly shocking… (191K views)
- Safety and Security in China vs. the West: Videos compare safety in China to Western countries, often suggesting the West is more dangerous.
- Example: China vs USA – Which Country is Safer? (Americans Won’t Believe it) (627K views)
- Example: How SAFE is China Really… (Americans Shocked) (307K views)
- Negative Experiences in Western Countries: Videos detailing negative experiences in Western countries to contrast with positive experiences in China.
- Example: I’ve LEFT China Moved to Germany (BIG MISTAKE) (171K views)
- Example: We were ROBBED in Finland! (Let’s Go Back to China!) (97K views)
Channel: Niranjan China
- Owner: Niranjan
- Subscribers: 814K
- Total Videos: 575
- Total Views: 125,939,595
- Joined: September 8, 2013
- Location: United Kingdom
Key Propaganda Themes:
- Rural and Urban Development in China: Emphasis on the rapid development and modernization of Chinese villages and cities.
- Example: China Urban village and agriculture Ningbo || China ke Gaon (38K views)
- Example: HOW China Village Developed Baiqiao Village Maoming (70K views)
- Comparisons with India: Videos comparing Chinese and Indian villages, often showing Chinese villages in a more favorable light.
- Example: China mountain village vs Indian Village Xiajiang Village, Zhejiang (134K views)
- Example: China vs USA – Please DON’T Compare… (Americans Crying) (321K views)
Read the entire report for a comprehensive understanding of the Influencer Network: Link
Niranjan’s content across these platforms consistently promotes a narrative of China’s advancements, quality of life, and rapid development, often contrasting these aspects with India and other countries to highlight China’s superiority.
Channel: China Content Center
- Subscribers: 607K
- Total Videos: 4,069
- Total Views: 210,156,033
- Joined: January 1, 2017
- Location: United States
Key Propaganda Themes:
- Economic Superiority of China and BRICS: Highlighting the economic strength of BRICS countries over the US and Europe.
- Example: US economist: GDP of US and Europe combined cannot beat that of BRICS countries (44K views)
- Criticism of Capitalism and the US System: Videos critiquing capitalism and portraying the US system negatively.
- Example: How does capitalism force people to kill their wives and husbands, turning marriage into a real grave? (2.7K views)
- Example: Can a dog be elected president? Can the myth of the American system still hold up? (61K views)
- US Political and Economic Failures: Videos focusing on perceived failures and issues within the US.
- Example: The Glory and Destruction of Bell Labs: The Great Recession of American Technology EP02 Akiyama Muzhong (17K views)
- Example: Biden said the US economic situation is great, but why can’t I even afford beef? (69K views)
- China as a Victim of US Policies: Narratives portraying China as unfairly targeted by the US.
- Example: Why does the United States need an ‘imaginary enemy’ in order to sanction China at all costs? (49K views)
- Example: American Marxist economist: China is the scapegoat of American big capital (38K views)
- Taiwan and US Relations: Videos discussing Taiwan, often highlighting US interference and advocating for peaceful reunification.
- Example: The opportunity for peaceful reunification of Taiwan lies in this US election (32K views)
- Example: The biggest misunderstanding about the Taiwan issue: unification by force is the last resort (20K views)
- China’s Technological and Cultural Strength: Promoting China’s advancements and cultural influence.
- Example: Mainland shows are very popular, but no one watches Taiwanese shows? The cultural strength of the two sides of the strait is not what it used to be. (15K views)
- Example: White House adviser: Why can’t the United States stop Chinese chips no matter how many sanctions it imposes? (119K views)
- American Decline and Criticism of Western Policies: Videos emphasizing the decline of America and critiquing Western policies.
- Example: The more the United States tramples on international law, the more useless international law becomes. The more China should take up its banner. (2.1K views)
- Example: Russia is getting richer due to sanctions, the US should reflect on its own system problems (21K views)
China Content Center consistently promotes narratives that emphasize China’s economic and technological advancements, criticize US policies and capitalism, and advocate for peaceful reunification with Taiwan, positioning China as a victim of US interference and highlighting American decline.
Channel: BeeRose in China
- Subscribers: 18.4K
- Total Videos: 29
- Total Views: 860,928
- Joined: August 16, 2014
Channel: TripBitten
- Subscribers: 78.1K
- Total Videos: 224
- Total Views: 7,788,812
- Joined: January 14, 2017
TripBitten, hosted by Miguel, is a channel focusing on geopolitics and megaprojects, particularly in China. Miguel, along with Yvonne who runs a separate channel GoYvon, has been living in China for over 12 years. The channel has a significant pro-China bias, often promoting narratives that align with the interests of the Chinese Communist Party (CCP). While the video titles sometimes suggest critical perspectives on China, the content often defends or promotes positive views of China’s governance and policies, often contrasting them favorably against those of the United States and other Western nations.
Key Propaganda Themes:
- Defense of China’s Policies and Governance:
- Example: US lied about China again….. (61K views) : This video defends China against what it describes as misinformation spread by the U.S., reinforcing narratives that align with CCP viewpoints.
- Example: China taught me the most important lesson…. (27K views) : Miguel often emphasizes lessons learned in China, portraying the country and its governance in a positive light.
- Criticism of Western Countries and Media:
- Example:Is US media brainwashing all of us? (36K views): Suggests that Western media is biased and misrepresents global events, including those involving China.
- Example:Why I will NOT move back to the US (15K views): Highlights perceived negatives of living in the U.S. compared to China, often underscoring China’s benefits under CCP rule.
- Positive Comparisons of China and the U.S.:
- Example:Grocery Prices in USA vs China (27K views): This video contrasts living costs, often portraying China as more affordable and efficient.
- Example:Is China really safer than the USA? (22K views): Argues that China is a safer country to live in, promoting a narrative of social stability under the CCP.
Channel: Part Time Traveller – China
- Subscribers: 25.6K
- Total Videos: 553
- Total Views: 3,760,153
- Joined: November 21, 2021
Part Time Traveller – China is a channel run by an Indian vlogger living in China, sharing insights about life in China. The channel often emphasizes positive aspects of China, contrasting them with negative aspects of other countries, particularly India and Western nations. The content often aligns with pro-China narratives, highlighting China’s advancements and criticizing Western perceptions and media coverage.
Read the detailed Report: Link
Channel: Cyrus Janssen
- Subscribers: 661K
- Total Videos: 411
- Total Views: 119,111,974
- Joined: November 17, 2006
- Country: United States
Cyrus Janssen’s YouTube channel offers a variety of content focused on global geopolitical analysis, with a particular emphasis on US-China relations. Janssen often presents narratives that portray China in a positive light while highlighting the perceived flaws and shortcomings of Western policies, particularly those of the United States.
Key Themes and Narratives:
- Negative Portrayal of the United States:
- Example: Joe Biden Tariffs Against China Just Backfired on the US Economy! (370K views): Critiques U.S. economic policies, suggesting they are harming the U.S. economy rather than achieving their intended goals.
- Example: Why the Ukraine War Will Break Europe FOREVER! (480K views): Implies that Western actions, such as those in the Ukraine war, are leading to long-term negative consequences.
- Positive Portrayal of China:
- Example: Tesla in Panic! China’s New Car Changes EVERYTHING! (194K views): Highlights China’s advancements in the automotive sector, positioning China as a leader in innovation.
- Example: The US Government Can’t Believe What China and Russia Are Doing Now! (189K views): Presents strategic moves by China and Russia as rational responses to Western actions, suggesting these countries are unfairly targeted.
- Victimhood Narrative:
- Example: The Media Doesn’t Want You To See THIS in China! (835K views): Suggests that Western media intentionally hides positive aspects of China, framing China as a victim of biased reporting.
- Example: The US Sanctioned China…You Won’t Believe How Beijing Responded! (363K views): Implies that U.S. sanctions are unjust, portraying China’s responses as justified and measured.
- Criticism of Western Media:
- Example: This Is The REAL CHINA!!! (Western Media vs Reality) || 真正的中国 (5.6K views): Contrasts Janssen’s portrayal of life in China with the narratives found in Western media, suggesting exaggeration or distortion of issues by Western outlets.
- Example: The World is Hiding China’s Success 为什么西方媒体不报道中国的成功呢？ (22K views): Argues that Western media fails to report China’s achievements, thus misrepresenting the country’s progress and development.
Channel: Reporterfy Media & Travel
- Subscribers: 211K
- Total Videos: 302
- Total Views: 29,413,718
- Joined: May 17, 2017
- Country: United Kingdom
Community Engagement:
Reporterfy Media & Travel engages its audience through polls that often reflect pro-China sentiments and criticize Western policies, particularly those of the United States. Most of these polls are rigged using bot accounts to create an anti-west perception.
Key Propaganda Themes:
- Promoting China’s Global Dominance: The channel frequently glorifies China’s advancements, portraying it as the superior global power while subtly undermining the United States. This narrative aligns with CCP propaganda that paints China in a favorable light compared to the West.
- Example: China’s Canton Fair 2024 AMERICA Wants New Energy Vehicles BANNED | Guangzhou | 为什么西方讨厌中国 (182K Views)
- Example: China’s SHOCKING Richest City | The REAL TRUTH || GUANGZHOU 向中国学习 (17K Views)
- Example: How America Wants THIS City In China BANNED (136K Views)
- Challenging Western Media Narratives: This channel often criticizes Western media, accusing it of spreading anti-China bias while promoting the idea that the U.S. is in decline, unable to keep up with China’s advancements.
- Example: How America Lies About CHINA. My Life In China SHOCKED ME! (133K Views)
- Example: How The China 144 Hour VISA WORKS. All you need to know. (6K Views)
- Example: China’s Cyberpunk Futuristic MegaCity 2024 (4K) | America Is Shocked (53K Views)
- Advocating for China’s Technological and Infrastructural Supremacy: Reporterfy Media & Travel frequently showcases China’s infrastructure and technology, positioning it as far more advanced than that of the U.S. and other Western nations.
- Example: China’s Most SHOCKING Untold Story | UNSEEN DAZU!!! (20K Views)
- Example: China’s Secret City | China’s Social Credit System Surveillance | TikTok (25K Views)
- Example: Inside China’s New $17 Billion Mega Airport – Beijing Daxing (52K Views)
- Depicting the U.S. as a Declining Power: The channel frequently highlights what it describes as America’s inability to compete with China’s rapid development, reinforcing the narrative of a declining U.S. in contrast to a rising China.
- Example: American SHOCKED by The Biggest Chinese City on Earth | You’ve Never Heard Of (37K Views)
- Example: Has China Collapsed? The Rise And Fall Of China In 2024 Billion Migration (29K Views)
- Example: China Takes Over The New American Dream | America Is In Freefall (40K Views)
Case Study : The Xinjiang Region and YouTube propaganda
China has been known to influence YouTubers who visit Xinjiang by controlling and closely monitoring their visits, resulting in a flood of videos that present a highly positive outlook of the region. These influencers often post content with titles like The Xinjiang China THEY Don’t Want YOU to See or Western Media Lied About Xinjiang, which align with the Chinese government’s narrative. The content typically highlights the scenic beauty, cultural richness, and economic development of Xinjiang while downplaying or outright denying allegations of human rights abuses. These videos are part of a broader strategy by the Chinese government to counter international criticism and reshape global perceptions of Xinjiang through social media.
The Xinjiang Propaganda Department is a regional branch of the Central Propaganda Department(CPD) as discussed earlier, specifically focused on the Xinjiang Uyghur Autonomous Region. Its primary function is to manage and control the narrative surrounding the region, both domestically and internationally, particularly in relation to the sensitive issues of ethnic relations, religious practices, and the government’s policies towards the Uyghur population and other ethnic minorities.
Key Functions of the Xinjiang Propaganda Department
1. Information Control: The Xinjiang Propaganda Department oversees all media outlets in the region, including newspapers, television, radio, and online platforms. It ensures that all information aligns with the CCP’s policies and promotes a positive image of the government’s actions in Xinjiang.
2. Narrative Management: The department is responsible for crafting and disseminating narratives that justify the government’s policies in Xinjiang, such as the “counterterrorism” and “deradicalization” campaigns. It promotes the idea that these policies are necessary for maintaining stability and security in the region.
3. International Outreach: In response to international criticism of the Chinese government’s treatment of Uyghurs and other Muslim minorities in Xinjiang, the propaganda department works to counter negative reports by organizing media tours, producing documentaries, and engaging in diplomatic efforts to present the government’s version of events.
4. Cultural Propaganda: The department promotes cultural propaganda that emphasizes the unity of all ethnic groups under the leadership of the CCP. It supports cultural events, media productions, and educational programs that highlight the benefits of CCP policies and the integration of Xinjiang into the broader Chinese nation.
5. Censorship and Suppression: The department actively censors any content that might portray the government’s policies in Xinjiang negatively. This includes suppressing information about the detention camps, forced labor, and the suppression of religious and cultural practices.
Impact and Controversy
The Xinjiang Propaganda Department plays a central role in shaping the global and domestic perception of the situation in Xinjiang. It has been heavily criticized by international human rights organizations and foreign governments for spreading disinformation and propaganda to cover up human rights abuses in the region, including the mass detention of Uyghurs, forced assimilation practices, and suppression of religious freedom.
Leveraging AI and YouTube
China’s approach to soft power has evolved dramatically in the digital age, with platforms like YouTube becoming a key battleground for shaping global perceptions as discussed in the previous section. The CCP has been increasingly leveraging artificial intelligence (AI) to craft and disseminate propaganda, as evidenced by its Soft Power Propaganda Network. This network, identified by the Investigative Journalism Reportika, represents a sophisticated effort to sway English-speaking audiences by promoting pro-China and anti-U.S. narratives through a network of AI-generated content.
The Soft Power Propaganda Network, comprising more than 50 YouTube channels, has produced more than 5,500 videos since August 2023, attracting nearly 190 million views and 1,720,200 subscribers (As of August 2024). These channels, using AI-generated voiceovers and avatars, propagate a series of narratives designed to bolster China’s image while casting the United States in a negative light. For example, several channels such as China Charged, China Hub, Next-Gen Innovations, Global Visionary, and Relaxian have released videos that claim China has developed a revolutionary 1-nanometer microchip without the need for lithography machines, a technological feat that is not expected in commercial devices for another decade. These videos celebrate China’s supposed technological breakthroughs while simultaneously undermining the U.S.’s position in the global tech race.
These channels are part of a coordinated effort to shift global perceptions in favor of China just like the use of Cinema and Influencers based YouTube Channels. The campaign not only focuses on China’s technological prowess, such as its alleged victory in the US-China tech war, but also targets U.S. companies like Apple, painting them as lagging behind their Chinese counterparts. The network’s content often originates from stories that first appear in China’s tightly controlled media ecosystem, further indicating the state’s influence in these operations.
What makes this campaign particularly concerning is its use of AI to enhance the reach and scale of its messaging. AI-generated content, including voiceovers and avatars, allows the network to produce convincing and persuasive videos quickly and at scale, making it difficult for viewers to discern the authenticity of the content. Channels like World Project, Innovative Check, and Sino Sphere utilize these AI tools extensively, pushing narratives that promote China’s infrastructure projects as superior to those of the U.S. Despite some viewers noticing the artificial nature of the AI voices, the content creators appear to prioritize influence over commercial success, aiming primarily to shape perceptions rather than to monetize their content.
The Soft Power Propaganda Network also demonstrates the growing sophistication of China’s digital propaganda efforts. Unlike previous campaigns that were often narrowly focused, this one covers a broader range of topics, from semiconductor technology and rare earth minerals to global infrastructure projects and geopolitical dynamics. This breadth of content, combined with the use of AI, marks a significant escalation in China’s efforts to influence global narratives and expand its soft power through digital platforms like YouTube.
Read the entire report to unmask the Chinese Soft Power Propaganda Network : Link
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