This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
Darren Jason Watkins Jr., better known as IShowSpeed or simply Speed, has built a global audience of more than 39 million YouTube subscribers with his chaotic humour, unfiltered style and in-real-life (IRL) livestreams.
This spring, Speed turned his attention to China. In just 17 days, he delivered one of the most high-profile, real-time digital presentations of today's China.
A Carefully Orchestrated Tour
Working with East Goes Global (the agency behind past China activations for Britney Spears and Jessie J), Speed travelled through Shanghai, Beijing, Henan, Sichuan, Chongqing, Hong Kong and Shenzhen. He livestreamed five hours per city, connecting with millions of viewers across borders.
Local governments quickly saw the momentum, extending invitations that turned his trip from a quirky stunt into a cross-country cultural moment.
Spotlighting Chinese Innovation
Along the way, Speed introduced his global fans to Chinese tech and culture:
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Driving BYD electric vehicles
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Testing DJI drones
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Trying out Meituan’s drone-powered food delivery
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Exploring EngineAI humanoid robots
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Meeting singer Wowkie Zhang 大张伟, whose viral hit Sunshine, Rainbow, White Pony had first connected him with Chinese audiences
Lessons for Global Brands
What can marketers learn from Speed’s whirlwind China trip?
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Stay true to your brand, but add local layers. Speed never diluted his high-energy livestream persona, but he seamlessly incorporated Chinese elements that deepened audience connection.
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Let real moments lead the narrative. Instead of over-curated content, Speed thrived on spontaneity and genuine encounters. Authenticity fuels emotional resonance.
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Build for participation, not perfection. Chinese audiences don’t just want to watch — they want to engage, remix and respond. Speed’s interactive approach made his content stick.
Why This Matters
Speed’s China tour shows that localisation in the digital age is no longer about polished campaigns or scripted ads. It’s about co-creating cultural moments, in real time, with audiences who expect participation.
For global brands, this model is a reminder: staying bold, responsive and emotionally attuned to what your audience wants is the fastest route to long-term resonance.
Are you ready to unlock your unfair advantage in China?
This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for full access.
Cover image via YouTube
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