From having a wave of TikTok refugees flooding Xiaohongshu couple of months ago, to a popular streamer Ispeed trotting all through the mainland while broadcasting it all to the Western masses (to the horrors of all the Sino-phobic politicians), there has been a shift. A shift in the relationship between China, social media and the rest of the world. This threesome, if you will, is evolving something we've never seen before; for decades (centuries even) China has been nothing but a mysterious, "scary" some might say, world that people from the outside never had a chance to explore, and really understand. However, recently things are changing.

So IBH, What Is It?

IBH (International Blogger Hub) is a new community dedicated to connecting, training and inspiring international bloggers in China, helping them create engaging, high-quality content about the country. Though only six months old, IBH actively supports both newcomers and long-term foreign creators. Their First International Blogger Conference brought content creators together to network, exchange ideas, and learn from established figures in China's social media space. Organized by Elena Parry and Violeta Aruzmanian, the event featured speakers Andrew Praksin, Paul Mike Ashton and Cynthia Corona who shared insights on building personal brands, unique aesthetics and compelling content.

You can find IBH on instagram here: @IBH_Shanghai

What is the idea behind IBH? Do you think China, Shanghai especially, is slowly opening toward international creators?

Elena: Honestly, I started IBH because I'm a content creator myself, and when I first began this here in China, I had so many questions – but no idea where to turn to for answers. Everything felt a bit all over the place. I realized there wasn't really a proper support system for international creators like me, so I thought, why not build one? That's how IBH came to life – to bring creators together, share knowledge, and help each other grow professionally in this space.

I've noticed more and more Chinese companies are looking for foreign influencers – not just to promote within China, but internationally too. So, I think now's the time for creators who are already here to step up, improve their content, and treat it more like a serious profession.

What has surprised me the most is the amount of support we've gotten. Local entrepreneurs have been super encouraging, and even big global names like Trip.com, TripAdvisor and City News Service – especially through their Spark Creator Program – have really gotten behind us. They're not just cheering us on; they're actively helping us upgrade our deliverables by providing more media exposure and opportunities. That kind of support really makes a difference.

What brought you to IBH? What do you think Chinese social media space is receptive toward newcomers?

Violetta: I've been in China for six years. And over time, I have come to see recently, Chinese culture has had a massive boost in popularity. For a long time, people thought of China as a place too different and "unrelatable" to them, but due to the power of social media, people are able to show and see how amazing Chinese culture may be, from fashion, to food, to my personal favorite, marketing!

I think right now, China is the place that people want to go and explore, especially Shanghai, and seeing an increasing number of content creators, especially in Shanghai, I saw the need for something like IBH. Our main goal with IBH is to bring like-minded content creators, and people in general together.

As more and more foreign content creators have become involved in Chinese social media, I've seen a tremendous amount of support and growth. So yes, Chinese social media is definitely receptive toward newcomers, and to foreigners. If you aren't on Chinese socials yet, you should be. Xiaojongshu (rednote) just added an English version, and also now has built-in translation features to boost engagement with local Chinese.

How did you come up with your famous "City不city啊" catchphrase? How's life and social media space in Shanghai has been treating you since?

Paul: It started from a character who is just very excited to be in Shanghai. I have a lot of love for this city, and just Chinese cities in general. That rush of excitement of living in such an amazing metropolis came through this goofy character I came up with, with his first appearance being in a collab with a friend of mine and then later with my sister on the Bund.

My favorite thing about Shanghai is that it offers truly a global experience. There are countless opportunities to experience whatever you put your mind into. Not only individuals get pulled into the city, but businesses and companies see a lot of leeway for growth with both the Chinese and international markets. And the biggest growth and attraction China has outside of its borders, is the social media, so it is the best avenue for everyone to dive into!

What do you think is the way to stand out of the crowd in the social media of today? What advice would you give to someone just arriving in Shanghai and planning to make content?

Andrew: It took me more than 10 years being in Shanghai before I found the way to focus my business and content creation strategy. My team and I try to use humor as our main force, but underneath that we refine our aesthetics and put deep meaning into each video we create. People can get inspired and learn a lot from it.

Thanks to social media, we build connections. In my opinion, it is crucial that we don't forget why we want to create, why we want to get followers. For what? For me is for the community; so in a big city like Shanghai, you must join or grow your own community first.

Do you think it is getting easier for international creators to find their footing in Shanghai?

Cynthia: I think creating content will always be challenging until you find your own personal style and a niche to occupy. But I found my niche. It was high-production-quality videos, which I invested a bit in good equipment. And my approach was always to showcase China for how I perceived it, as a wide-eye, curious explorer. It started of course with Shanghai, then expanded to traveling to all these other beautiful places in China that many foreigners had never heard of or seen. But if you are starting in Shanghai, the city offers a lot of things to do and a lot of content to create, so I think it makes things more manageable.

I built my social media in China, so now after traveling and living abroad as well, there is an importance of creating a personal brand, not necessarily bound to one place. Shanghai has a special place in my heart, and I will always come back here. You can find your self here, since all of us are so far away from our home and familiar culture.

And now... on to our usual See & Be Seen gallery for the event: