The Impacts of Chongqing Food Through Chinese Influencers Via Tiktok

Abstract

This study investigates how Chinese influencers utilize TikTok to disseminate Chongqing cuisine within cross-cultural communication contexts. While short video platforms have become central to global cultural circulation, existing research has not systematically addressed how influencers mobilize algorithmic logics, audiovisual strategies, and audience engagement patterns to promote regional food culture. To fill this gap, the study examines the production, dissemination, and reception of Chongqing cuisine content, with attention to differences across culturally diverse audiences. A mixed-methods design was employed, integrating computational communication analysis, multimodal discourse analysis, and audience ethnography. A dataset of 600 high-engagement Chongqing cuisine videos was collected via Python for analysis of visual features (e.g., color saturation, shot transitions), narrative forms (challenge-based, tutorial, experiential), and algorithmic adaptations (hashtags, interaction rhythms). In-depth interviews with 20 top-tier influencers provided insights into production logic. Cross-cultural surveys (N=500) and eye-tracking experiments further explored audience responses to “spiciness visualization” among East Asian and Western viewers. Findings reveal three major patterns: (1) high-virality videos rely on “sensory bombardment” strategies, with close-ups of chili oil and steam within the first three seconds (Digital Spiciness Index = 0.78); (2) cultural translatability significantly shapes outcomes, with East Asian audiences emphasizing dining rituals (e.g., dipping sauce preparation), while Western audiences prefer challenge-oriented content (e.g., #SpicyNoodleChallenge); and (3) TikTok’s algorithm amplifies “lightweight cultural transmission,” privileging short, high-stimulus formats. The study proposes a dual-driven “sensory-algorithm” framework for enhancing global dissemination of Chongqing cuisine. Recommendations include standardizing spiciness indicators (e.g., 40% chili-oil close-ups, spiciness progress bars), adopting challenge-based designs, and implementing cultural sensitivity mechanisms such as graded adaptation (e.g., masking visceral ingredients, multilingual captions). Collaboration between local governments and platforms to develop a “Chongqing Cuisine Digital IP” is suggested to link virtual cultural promotion with offline gastronomic experiences, contributing to sustainable gastro-cultural ecosystems.