Wang Yao, also known as 王垚, has lived in East Africa for over a decade and is now one of the most popular Chinese vloggers chronicling life in Kenya. With a successful business in the second-hand clothing industry and a massive following of nearly 5 million on Douyin, Wang is changing the narrative about Africa for a Chinese audience that often views the continent through outdated stereotypes. His journey from an aviation sales job in Tanzania to social media stardom and entrepreneurial success is an inspiring story of cross-cultural exchange.
From Aviation Sales to Second-Hand Clothing Success
Wang Yao first arrived in Africa in 2009 when he was assigned to Tanzania by a Chinese company to manage sales of domestically-produced civil aircraft. While his role allowed him to explore the region, Wang quickly grew frustrated with the portrayal of Africa in Chinese media. When he searched for “Africa” online, all he saw were images of poverty, war, and safaris—none of which reflected the dynamic, diverse cultures he had encountered.
After spending a few years in Tanzania, Wang made the bold decision to move to Kenya, where he ventured into the second-hand clothing (mitumba) business. This sector is a vital part of the Kenyan economy, providing affordable clothing options for low- and middle-income earners. Imports from China have steadily increased, with Kenya bringing in millions of tonnes of second-hand goods annually, contributing to a multi-billion-shilling industry that supports about two million Kenyans
Wang’s success in this field highlights the growing economic ties between China and Kenya, with China now being one of the largest exporters of second-hand clothing to the country.
Social Media Stardom: Breaking Down Stereotypes
Despite his success in business, Wang Yao was dissatisfied with how Africa was represented in the media back in China. This motivated him to launch his own Douyin channel, “One Decade in Africa,” in August 2020. His goal was simple: to show the real Africa, beyond the clichés of famine and conflict. Within three months, his videos about daily life in Kenya had garnered over a million followers. Today, he is closing in on 5 million viewers, making him one of the most prominent voices bringing authentic African stories to Chinese social media.
Wang’s videos range from highlighting Kenyan businesses, farms, restaurants, and even construction projects, to cultural exchanges between Chinese and African artisans. In one popular video, a Kenyan chef masters the art of making the famous Chinese Lanzhou noodles, while in another, local artists learn the delicate craft of bamboo weaving. His followers appreciate these cultural interactions, with many expressing their desire to visit Africa after watching his content
Wang has also worked with African supermodels to add a fresh, youthful energy to his videos, further breaking down stereotypes about the continent being underdeveloped. By focusing on thriving businesses, local talents, and positive Sino-African collaborations, Wang has successfully shifted perceptions for millions of viewers in China.
A Cultural Bridge Between Two Continents
Wang’s videos offer more than entertainment; they serve as a bridge between China and Africa. His content allows Chinese viewers to see Africa in a new light—one that is full of opportunities, growth, and cultural richness. Many of his followers have commented that they had no idea what real life in Africa was like until they watched his videos. Through his work, Wang hopes to inspire more vloggers to share genuine, nuanced stories from the continent, helping to build a more accurate and respectful global image of Africa.
His success demonstrates the power of social media to foster cultural understanding and challenge long-standing misconceptions. As Kenya continues to be a hub for Chinese entrepreneurs like Wang, the stories they share can shape future business collaborations and strengthen the ties between the two regions.
In a world where negative stereotypes often dominate, Wang Yao’s mission to portray Africa as a vibrant, diverse continent is more important than ever. His journey—from an aviation employee to a social media star and second-hand clothing mogul—highlights how individuals can make a global impact by telling their own stories.
Wang Yao’s success is a reminder that with a camera and a passion for changing perceptions, anyone can reshape narratives across continents. Whether it’s through his business or his storytelling, Wang Yao continues to be a game-changer for both China and Africa.
