British vlogger explains how to present China’s cultural heritage — ECNS

At the 2026 Beijing Culture Forum in China, British vlogger Stuart Wiggin spoke about his approach to presenting China’s cultural heritage to foreign audiences. In his view, cultural topics should be presented as stories that people will want to watch and listen to, ECNS reports.

Audience attention

Wiggin noted that the main challenge in presenting Chinese culture abroad is capturing viewers’ attention. According to him, complex cultural content can get lost amid vivid short videos about robots, high-speed trains or scenery.

Therefore, the vlogger advises starting not with an explanation of what a particular cultural element is, but with why it may be interesting to the viewer.

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People at the center of the story

As an example, Wiggin cited filming the Torch Festival in Liangshan, in China’s Sichuan province. While working on the material, he spoke with local residents to show experiences shared by people from different countries.

According to the blogger, foreign audiences first and foremost see people and can notice common traits despite cultural differences. He also believes that cultural heritage is not only monuments of the past, but also the living everyday life of ordinary people. Wiggin described successful cultural communication as a video after which a person who previously knew little about China would want to visit and explore its culture personally.