XI’AN, China — Five groups of overseas content creators from the United Kingdom, Germany, South Africa and Serbia visited the Chinese city of Xi’an in late May as part of an immersive cultural exchange program designed to promote international storytelling and tourism.
The program, titled “Love in Chang’an,” was guided by the Publicity Department of Xi’an Municipality and organized by Chinese Business View Newspaper, Huashang Network（hsw.cn）and Huashang International Communication Center.
Participants experienced local life, cultural heritage sites, and new technology applications across the city, including traditional markets, historical landmarks and smart transport systems.
Activities included making dumplings, visiting morning markets, learning traditional Chinese opera, and wearing Tang-dynasty-style wedding costumes at Huaqing Palace, a historic site on the outskirts of Xi’an.
Creators also tested modern infrastructure such as driverless metro trains, autonomous boats, and exoskeleton-assisted walking equipment on the ancient city wall.
At Xi’an Metro Line 8, British creator Grace described the experience as “like a science fiction scene, but real.” Tech creator Jason said the city combined “6,000 years of history with modern technology.”
In another viral moment, a delivery robot brought food to a hotel room, drawing attention on overseas social media platforms after being recorded by participants.
Creators involved in the program collectively reach millions of followers across TikTok, YouTube and Instagram. They included travel, lifestyle and technology influencers from multiple countries.
Organizers said the initiative aims to move beyond traditional city promotion by allowing foreign creators to document and share their own experiences.
Instead of official narration, participants produced independent short-form videos and posts, which were distributed across global social media platforms.
As of June 30, related hashtags generated more than 50 million views on overseas platforms, according to organizers.
Xi’an, the capital of Shaanxi Province, is one of China’s oldest cities and was the eastern starting point of the ancient Silk Road. It is now positioning itself as a hub for culture, tourism and technology innovation under China’s Belt and Road Initiative.
Officials said the program is part of broader efforts to enhance international communication and inbound tourism.
China has recently introduced new measures to facilitate tax refunds for foreign tourists, including cross-city refund services and extended validity periods, expected to take effect in July.
The initiative comes as Chinese cities increasingly use international creators and social media platforms to promote tourism and cultural exchange.
