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

Zinggara Hidayat (1), Sansan Lestari Suwarno (2), Jane Marcella (3)
(1) Department of Communication, Bina Nusantara University, Indonesia,
(2) Department of Communication, Bina Nusantara University, Jakarta, Indonesia,
(3) Department of Communication, Bina Nusantara University, Jakarta, Indonesia


: 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.

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Zinggara Hidayat (Primary Contact)
Sansan Lestari Suwarno
Jane Marcella
Author Biographies

Zinggara Hidayat, Department of Communication, Bina Nusantara University

Hidayat is a senior lecturer in the Communication Science Department at Binus University in Jakarta, Indonesia. He has published articles on media audience studies based on cohorts' perspectives, media consumer behavior, cultural studies, data-driven journalism, digital marketing communication, and digital society. He completed his Bachelor of Arts in Agriculture Technology and his Master of Management, and Master of Communication Science. He received his doctorate in Communication at the University of Indonesia, and his Ph.D. in audience cohort studies was the first in any research interest in communication science in Indonesia.

Sansan Lestari Suwarno, Department of Communication, Bina Nusantara University, Jakarta

Sansan Lestari Suwarno is a researcher in BINUS Graduate Program. Her research interests are in feminism, intercultural communication, local wisdom, Chinese overseas culture, and cultural studies.

Jane Marcella, Department of Communication, Bina Nusantara University, Jakarta

Jane Marcella is a researcher at BINUS Graduate Program, Bina Nusantara University. Her research interests are in financial technology and communication, cultural products, investment relations and communication, social learning, and services marketing communication.

Hidayat, Z., Suwarno, S. L., & Marcella, J. (2024). How Do Chinese Street Food YouTubers Robustly Communicate Cross-Cultural Tourism Destination?. Journal of Intercultural Communication, 24(2), 49–69.

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