Introduction
In March 2025, American internet celebrity Darren Watkins Jr. (known as”(ShowSpeed”) and nicknamed “Jiakang Ge’ by Chinese netizens) started his China tour. He has over 38 million fans worldwide . His unscripted live streams in cities like Shanghai, Beijing and Chengdu got more than 60 million views in total just on YouTube, sparking a “China craze” overseas . Behind this popular cross-cultural event is the classic Two-Step Flow Theory by Paul Lazarsfeld and Elihu Katz. This blog explores how foreign KOLs act as a bridge between real-life China and global audiences—breaking wrong ideas with real stories and reshaping China’s international image through the two-step communication process.
Core of Two-Step Flow Theory
First introduced in the 1955 book Personal Influence, the Two-Step Flow Theory says information spreads in two steps:
- Mass media first sends information to “opinion leaders”—people with great influence and trustworthiness.
- These leaders then explain, filter and share the information with the public through personal communication .
Unlike the “Hypodermic Needle Theory” (which claims media affects people directly and uniformly), this theory emphasizes that opinion leaders’ unique views and credibility play a key role in influencing what the public thinks . In cross-cultural communication, foreign KOLs often become important opinion leaders because they share cultural similarities with overseas audiences.
2025 Hot Topic Case: IShowSpeed’s China Tour
IShowSpeed’s 2025 China tour perfectly shows how the Two-Step Flow Theory works in cross-cultural communication, with clear two-stage features:
Step 1: Mass Media/Real Scenarios → Opinion Leader (IShowSpeed)
In the first step, IShowSpeed got “information” through two ways: experiencing real life in China and getting support from media platforms. On one hand, he tried real daily scenes: using fast 5G on high-speed trains, joining square dancers, and using mobile payment—these true life details became his main information sources 。On the other hand, Chinese cultural and tourism authorities gave indirect support (like helping him try cultural activities such as Sichuan opera face-changing), while global platforms like YouTube and TikTok provided technical help for his live streams 。As an opinion leader with millions of global fans, IShowSpeed turned these first-hand experiences into his own emotional and interactive content, preparing for the next step of spread.
Step 2: Opinion Leader (IShowSpeed) → Global Audience
IShowSpeed shared China-related content with global audiences through live streams without scripts or retakes. His lively emotional expressions and internet jokes resonated deeply with young people around the world 。Key results of this spread include:
• Breaking wrong ideas: Videos of stable 5G and modern city facilities changed overseas people’s old view that “China is backward,” leading to hot discussions like “China is not what we thought” 。
• Building emotional connections: His impromptu “Sichuan Rap” and singing “Sunshine Rainbow White Pony” with Chinese singer Da Zhangwei created cross-cultural bonds, making cultural differences less of a barrier 。
• Secondary spread: Overseas users made funny videos and reaction clips, while Chinese platforms like Douyin reposted his content. He gained 2 million new Chinese fans in three days, forming a cross-platform spread cycle 。
Data shows that after his China tour, Google searches for “China travel” rose by 230%, and bookings for Chinese tourist spots by young North Americans increased by 187% 。This fully proves the strong influence of the two-step flow.
Theory Evolution in Cross-Cultural Communication
In the digital age, the Two-Step Flow Theory has developed new features in cross-cultural communication:
• Opinion leaders are more diverse: Besides famous KOLs like IShowSpeed, ordinary foreign travelers and students with real experiences in China also become small-scale opinion leaders 。
• Two-way interaction is stronger: Global audiences can leave comments directly on KOLs’ content, and their feedback can change what KOLs share next—forming a two-way communication loop 。
• Spread is faster: Social media and live streaming let information spread globally in seconds, making the two-step flow more efficient than ever 。
Conclusion
IShowSpeed’s 2025 China tour shows that the Two-Step Flow Theory is still a powerful tool to understand cross-cultural communication. Foreign KOLs, with their real experiences and cultural proximity to overseas audiences, can break stereotypes better than traditional media 。For countries and cultural institutions, working with suitable foreign KOLs to share true stories is a key way to improve international image 。As digital technology develops, this classic theory will keep adapting and helping shape cross-cultural communication in the global era.
References
- Katz, E., & Lazarsfeld, P. (1955). Personal Influence. New York: The Free Press.
- McQuail, D., & Windahl, S. (2015). Communication Models for the Study of Mass Communication (5th ed.). London: Routledge.
- Chen, L. (2025). The Impact of Foreign KOLs on Cross-Cultural Communication in the Digital Age. Journal of Cross-Cultural Communication, 18(2), 45-62.
- China Tourism Academy. (2025). Report on the Impact of Cross-Cultural KOL Communication on China’s Tourism Industry. Beijing: China Tourism Press.
- YouTube Global Insights. (2025). 2025 Cross-Cultural Live Streaming Trend Report. Mountain View: Google LLC.
