Discover Xi'an: 3.2 Million Followers Join IN XI'AN's Cultural Adventure

In August 2025, a captivating campaign titled "One Light, One Journey" was launched by Xi'an's overseas social media account, IN XI'AN. The initiative aimed to celebrate cultural ties among Chinatowns in cities such as San Francisco, London, and Milan. By exploring the rich cultural symbols and emotional connections shared among these diverse global neighborhoods, the campaign successfully highlighted the deep-rooted historical links between them and Xi'an itself.

According to the recent China City Overseas Social Media Communication Impact Index, Xi'an achieved an impressive third place in communication influence. This recognition underscores the transformative storytelling approach used by IN XI'AN as they strategically present the unique narrative of Xi'an to international audiences. The consistent online presence of IN XI'AN has created a strong case study, demonstrating how cultural resonance can connect people across geographical borders.

IN XI'AN's mission has always been to harness the city's inherent warmth and richness in cultural heritage while showcasing its rapid urban development. The account tirelessly produces content that resonates with a global audience, creating connections that transcend language and geographical barriers. Over the years, IN XI'AN has steadily expanded its reach and expression through innovative interactive formats. For instance, their engaging "Half-day in Tang Village" livestream featured international guests adorned in Tang-style attire as they wandered through Xi'an's modern cultural landscape. Furthermore, an augmented reality (AR) Tang fashion filter allowed users worldwide to experience the elegance of traditional Chinese costumes virtually.

A distinct highlight was a captivating 5.5-hour slow livestream from the Ancient Guanyin Temple showcasing the majestic ginkgo tree throughout the day. Additionally, the innovative "InterChang'an" H5 game incorporated a blend of gaming and AI elements, allowing players to embark on a parkour-style adventure through Xi'an's notable landmarks. These creative initiatives foster engagement and establish a cultural bridge, allowing audiences to experience the historical depth and vibrant energy of the city firsthand.

Facilitating easier access for global travelers, IN XI'AN capitalized on China's new 240-hour visa-free transit policy. The account responded to this growing interest by curating themed content and guides related to clothing, food, accommodation, and transportation, ensuring that international visitors have the information they need to enhance their travel experience in Xi'an. This comprehensive approach has sparked wide attention, fostering engagement both domestically within China and abroad.

Promoting traditional culture through the campaign "Chang'an's Rhythm, Renewed Beauty," IN XI'AN gained significant traction during China International Fashion Week. They successfully merged educational content about traditional attire from the Tang, Song, and Ming dynasties with modern aesthetics, leading to over 1.97 million impressions worldwide. The posts connecting "Chinatown × Xi'an" featured local food and landmarks, evoking a shared cultural narrative, and generating over a million views.

To cater to international travelers, IS XI'AN introduced an engaging digital persona named "A Yong," based on the iconic Terracotta General, which served as a lively and informative tour guide. This content series covered essential travel topics, including transport, attractions, and dining tips, and proved to be an overwhelming success, with one TikTok video reaching 700,000 views and the entire series amassing over 2.2 million views.

The long-video series titled "If the Solar Terms Have Colors" creatively illustrated China's 24 solar terms through vibrant color imagery, deepening cross-cultural engagement by introducing Chinese traditions in a relatable manner to English-speaking audiences.

In the evolving journey from being an information-sharing platform to providing meaningful, value-added services, IN XI'AN continues strengthening its international communication strategy. By focusing on audience needs and delivering quality content alongside practical support, the account cultivates closer ties with global audiences, enhancing their overall understanding and affinity with Xi'an and China as a whole.

Since its launch in 2021, IN XI'AN aimed to bridge the gap between Xi'an and the world, facilitating valuable cultural exchanges and enhancing the city's reputation. Maintaining an active presence across five major overseas platforms—Facebook, Instagram, TikTok, YouTube, and X—IN XI'AN has garnered a substantial following of over 3.2 million individuals. The account consistently focuses on three key themes: folk traditions and history, cultural travel and cuisine, and economic exchanges, ensuring a recognizable voice representing Xi'an on the global stage.

More than merely a dissemination channel, IN XI'AN forges meaningful cultural connections. It acts as a conduit through which the ancient legacy of Chang'an illuminates and informs modern audiences, revealing Xi'an as a city where history and innovation coalesce. By engaging on global social media channels, IN XI'AN has evolved from a content broadcaster into a platform for conversation and practical resource, helping shape a clear and relatable representation of Xi'an's urban culture in the global imagination.

Embark on a journey with IN XI'AN to discover a city where the ancient and modern converge seamlessly, and experience the captivating culture of Xi'an.

To stay updated on this cultural voyage, follow IN XI'AN on Facebook, Instagram, X, YouTube, and TikTok.