China targets Gen Z, millennials in new digital strategy to build its brand in Africa

Kenyan social media stars showcase China’s striking scenery, culture, history and cuisine in glitzy new promotional campaign

Reading Time:4 minutes

Kenyan social media influencers (from left) MC Jessy, Betty Kyallo, Terence Creative and Mulamwah during their visit to China. Photo: Instagram

Published: 2:03pm, 5 Oct 2025Updated: 6:50pm, 5 Oct 2025

China is betting on a new generation of digital influencers and content creators to reshape its image in Africa, which observers have said is a major shift as Beijing looks to refine its “soft power” campaigns.

This new strategy aims to reshape China’s public image by connecting directly with younger audiences through cultural exchange and tourism, showcasing a side of the country rarely seen in traditional news reports.

For the second consecutive year, the Chinese embassy in Kenya is sponsoring influencers to visit China, allowing them to experience the country first-hand to promote cultural, tourism and people-to-people ties. The embassy encouraged Kenyans to follow the influencers’ journey to experience the beauty of China.

Kenyan influencers Betty Kyallo, Mulamwah, Terence Creative and MC Jessy – who have a huge social media following back home – arrived in Changsha, the capital of central Hunan province, last month for a week-long tour that would also see them visit southeastern Fujian province to create content and document their experiences.

Hunan is renowned for its revolutionary history as the home of China’s founding leader Mao Zedong, spicy cuisine, and striking scenery like the towering sandstone pillars of Zhangjiajie National Forest Park.

Cliff Mboya, a China-Africa expert and postdoctoral fellow at the Centre for Africa-China Studies, University of Johannesburg, viewed the move as “long overdue” and “the next important step in China’s public diplomacy in Kenya”. He expects the strategy to have a greater impact and reach than traditional state-led approaches.

Select Voice

Choose your listening speed

Get through articles 2x faster

1.25x

250 WPM

Slow

Average

Fast

00:0000:00

1.25x