When Alessandro Conti first launched his Douyin account in 2018, he simply wanted to share his travel moments in China with his family back home in Italy. About eight years later, he has built a following of 700,000 across various platforms and become part of a growing community of international content creators who choose Shanghai as their creative base.
"I started Douyin because I was traveling frequently for business and wanted to document my life," says the Shanghai-based creator at the 2026 Top Creators Gala held in Shanghai in May.
"What began as videos for my family evolved into something much bigger — a bridge between cultures, sharing real experiences between Italy and China."
Conti's journey reflects Shanghai's emergence as China's premier content creation ecosystem. The city now hosts nearly 20 percent of the country's top multichannel networks (MCNs), ranking first nationwide.
Shanghai's magnetic pull for digital talent is supported by industry data. According to the Shanghai Municipal Administration of Radio and Television, the city's online audiovisual industry reached 253 billion yuan ($37.3 billion) in 2025, solidifying its position as one of China's primary digital markets.
The Shanghai Commerce Commission reports that the city's livestreaming e-commerce retail sales topped 493.7 billion yuan in 2024, a 12.9 percent year-on-year increase, accounting for 10.5 percent of the national total.
This thriving backdrop served as the foundation for the recent gala, which gathered hundreds of internet content creators and industry leaders from around the globe in Shanghai to explore strategies for creating meaningful digital narratives that transcend borders.
"Being a content creator in Shanghai is incredibly exciting work," says Greg, a French content creator who has lived in China for nearly two decades. "New ideas emerge every single day."
"In my 18 years here, I've never been bored. Shanghai isn't just where I live; it's my source of inspiration, my workplace, my everything," he says.
Sergejs Sinkins, a Latin dance judge-turned-content creator known to netizens as "Mr Ferrari" for his elegant demeanor, emphasizes authentic human connection.
"We love to share life experiences as bloggers," he says. "The most important thing for us is the people around us. The people here are so open, friendly, and soulful. Even when we can't communicate in Chinese, we understand each other."
For Conti, whose content spans food, culture and entrepreneurship, authenticity resonates most deeply. "Having lived 12 years in China and 18 years in Italy, I can explain each country to the other," he says.
His videos featuring everyday moments, from stray cats wandering into his gelato shop to encounters and interviews with local residents, have struck a chord with international audiences seeking genuine glimpses of Chinese life.
