Social media influencers on Douyin and Saudi Arabia’s national image building in China: “Roujie” as an example

Purpose As social media influencers increasingly shape national images, this study explores how Douyin influencers – with a special focus on Roujie – construct and communicate Saudi Arabia’s national image and influence Chinese public perceptions. Design/Methodology Drawing on national image and framing theories, the study employs content analysis, framing analysis, and a survey to examine the main patterns of Saudi-related influencers, the framing of Saudi Arabia in Roujie’s content, and Chinese audience perceptions. Findings Two major influencer types were identified: narrative-based life sharing creators and visually driven cultural showcase creators. Chinese audiences’ perceptions of Saudi Arabia remain largely disconnected from the country’s ongoing social transformation. Roujie’s videos, framed through intimate family life and positive cultural interpretations, generate strong psychological resonance and cultural identification among Chinese viewers. Practical Implications Saudi Arabia should adopt region-specific strategies for its national branding under Vision 2030. Collaborating with Chinese influencers residing in the Gulf region may enhance the authenticity and effectiveness of national image promotion. Social Implications The study underscores the pivotal role of influencers in cross-cultural communication and highlights the importance of incorporating sociocultural and psychological dimensions into international public diplomacy. Originality/Value This is the first academic study on Douyin influencers representing Saudi Arabia, offering new insights for cross-cultural communication and digital nation branding targeting Chinese audiences.