Xu Zhucheng guides foreign tourists through a scenic spot in Hangzhou. [Photo/Tide News]

Xu Zhucheng, known online as Jason Xu, is helping global audiences experience China through stories told in fluent English — using a self-made cultural toolbox filled with symbols from Chinese history, literature and daily life.

A Hangzhou-based English-speaking tour guide and content creator, Xu has gained wide attention as inbound tourism rebounds and shifts toward immersive experiences.

In April 2025, his video Reading China Through a Banknote — explaining the landscapes and cultural heritage depicted on China's currency, the renminbi — went viral, racking up more than 10 million views in 24 hours. By December, his social media following had surpassed 3 million across platforms.

Xu's wooden toolbox, about the size of a briefcase, contains replicas of the Lanting Preface, movable-type printing tools, calligraphy items and the full set of China's fifth-series banknotes. He uses them during tours to help foreign visitors better understand Chinese culture through hands-on experiences.

His rise mirrors broader trends. In 2025, China expanded its visa-free transit policy to citizens of 55 countries, allowing stays of up to 240 hours at 65 entry ports, fueling growth in inbound tourism. Xu says visitors increasingly want to experience everyday life in China, not just landmarks.

Looking ahead to 2026, he plans to complete a full video series on China's 24 solar terms, launch content explaining Chinese characters, and design local life tours — from wet markets to shared kitchens — so visitors can experience China beyond sightseeing.

Xu takes a photo with a foreign tourist. [Photo/Tide News]