Please note, outdoor influencers are making a comeback

The comeback

Outdoor influencers — or 户外博主 — are enjoying a resurgence on China’s major short-video and social platforms. Platforms such as Douyin (抖音), Kuaishou (快手) and Xiaohongshu (小红书) are surfacing more hiking, camping, and wild-cooking clips in feeds. The content is punchy, visually appealing and easily monetized. It has been reported that creators who pivoted away from high-risk stunts and controversial livestreaming are finding renewed audience growth with outdoor niches.

Why now?

Several forces are converging. Domestic tourism has rebounded from pandemic restrictions, creating demand for travel and nature content. At the same time, Chinese platforms have tightened oversight of livestreaming and celebrity endorsements since 2020, reportedly encouraging “safer” lifestyle verticals that attract brand partners. Brands and agencies see outdoor creators as lower-risk ambassadors: authentic-looking, relatively apolitical, and good at driving gear and experience sales.

What it means for creators and platforms

For creators, the shift offers clearer monetization paths — sponsorships, affiliate links, paid guides — and a narrative that platforms can safely promote. For platforms, the trend helps diversify content away from earlier controversies while retaining engagement. Western readers should note that this move is shaped not only by market demand but also by Beijing-era regulatory pressure on China’s internet companies, which has reoriented platform strategies across the board. Will the outdoor boom stick, or is it a tactical retreat from flashier formats? For now, nature is back in fashion on China’s feeds.