How Do Chinese Street Food YouTubers Robustly Communicate Cross-Cultural Tourism Destination?

Abstract

The street food content of YouTubers is an intercultural communication message to promote Chinese culture to viewers around the world. This article aims to analyze cross-cultural interactivity in physical and online intercultural communication. The research uses a qualitative content analysis method continuously produced by non-Chinese-speaking YouTubers to communicate original Chinese culture to viewers outside China. The sample selection was determined using several search keywords on YouTube channels and 21 titles were selected in English, Indonesian, Malay, and French. Data were analysed by coding text, verbal, audio, and visual formats. Research finds that there is social learning about Chinese culture through street food and several other cultural dimensions, such as heritage, fashion, artefacts and history, Chinese language, and customs. YouTubers produce street food content by choosing Chinese culinary specialities to introduce to viewers. Viewers worldwide enjoy Chinese culinary delights in various places because overseas Chinese restaurants and street food are found in Southeast Asia, Europe, and America. Apart from watching online, viewers who are consumers also enjoy Chinese street food. Implications for the culture-based tourism industry are also discussed.