Chinese Brands Bring Unprecedented Numbers of International Journalists and Influencers to Shanghai Event | Carscoops

      Eager to make an impact in significant international markets, Chinese automakers are extending hospitality to overseas media at the Shanghai Auto Show.

      Reports indicate a record turnout of journalists and influencers at the event. A significant number of these attendees are from Latin America, a key region for electric vehicle (EV) growth. Additionally, foreign content creators have been granted unprecedented access to Chinese automotive brands.

      While motor shows in the West may be declining, with many iconic events like Geneva folding, China, boasting at least 150 active automotive brands, is experiencing flourishing events. As local manufacturers seek to establish a presence abroad, the influx of journalists and influencers appears to be at an all-time high.

      Historically, China has been selective about issuing journalist visas. However, as local manufacturers recognize the value of media engagement, a shift in policy is emerging, highlighted by the exceptional attendance of media representatives at the 2025 Shanghai Auto Show.

      A Strategic Initiative

      According to Bloomberg, BYD has invited approximately 150 journalists and influencers, primarily from Latin America. Countries such as El Salvador, Paraguay, Ecuador, Chile, and Peru are specifically targeted due to their potential for EV market growth.

      Guests are being accommodated in luxurious hotels in an upscale area of Shanghai, with some rooms priced at up to $375 per night. Influencers are experiencing a level of access that, according to one creator based in China, is unprecedented, causing some discontent among his peers.

      The motivation behind this outreach is clear. Latin America's EV market is projected to surpass $19 billion by 2030. BYD aims to produce over 150,000 vehicles annually in Brazil, while MG, owned by SAIC, is establishing a manufacturing facility in Mexico.

      Western Media Also Benefiting

      It's not only attendees from Latin America who are being invited. Some prominent Western content creators have secured invitations as well. Even though most Chinese automakers do not sell in the U.S. market, influencer Forest Jones, who boasts 3.2 million YouTube subscribers, believes that American consumers would appreciate these brands if they entered the marketplace.

      Bloomberg reported that Jones was seen being hosted by Zeekr, and he shared on Instagram a temporary driving permit along with stories of test-driving vehicles from Lynk & Co. Additionally, Felix Hammer, a European influencer documenting his EV journeys, was flown in from Amsterdam with a focus on exploring advanced charging technology, humorously noting that a company like Audi wouldn't even invite him to Portugal.