South America South American countries like Brazil have a unique development path of vlog. Until January 2025, data shows that Brazil 144million social media users as home to 144million social media users which makes up 67.8% of the total population. The existence of vlog in Brazil was a companion of the localization of YouTube, with more YouTube channels and creators focusing on Brazilian culture. For example,
Felipe Neto (third channel in Table 1) created his channel in 2006 as a vlog, following typical modes of address and aesthetics that are part of this content type. The emergence of vlog was a rebellion against the traditional Brazilian media, as the newspapers and TV Globo defined "who Brazilians are" by telling stories about white, heterosexual, high-income people. YouTube vlogs enabled individuals, especially those marginalized, to share their lives and speak up for themselves. It is noteworthy that many of the popular videos on Brazilian YouTube are at least partially targeted to the young CDE (Critério de Classificação Econômica Brasil, classification representing the low-income and working-class families in Brazil) classes' audience. The popularity of vlogs on YouTube is not only a result of providing a platform for the marginalized to speak up, but also spreading out hidden messages related to social justice.
Porta dos Fundos (Backdoors) is a professional independent audio-visual media producer who became famous on YouTube for producing sketch comedies that have a distinct type of humour than the traditional shows on Brazilian television. The channel addresses taboo topics in Brazil, like racism and misogyny, and challenges the monopoly of main stream TV company
Globo.
Europe There are fewer academic articles about the European development of vlogs. The
European Union enabled several strict internet regulations. For instance, the
Digital Services Act mandates greater transparency and accountability to platforms in order to protect users' privacy. Similarly, the
General Data Protection Regulation (GDPR) requires platforms to ask for users' consent before enabling algorithm and collecting data. In addition, Europe's linguistic diversity makes the social media landscape more fragmented compared to larger markets like the U.S. and China. Content must be tailored not only to language but also to cultural contexts. Commentators suggest that formal and direct communication is favored by the German audience but Spanish viewers prefer conversational tone. Despite the strict regulations on social media and a diverse audience, there are influential vloggers who brought this new way of narrative into the European market.
SQUEEZIE (Lucas Hauchard), a French vlogger, has over 18million followers on YouTube. He was known for his interactive travel vlogs. For another example,
Kwebbelkop (Jordi van den Bussche) is a Dutch YouTuber who has 15million followers. His vlogs include games, challenges, and comedic skits.
Asia China China has a different social media landscape than the United States. While the US audience use YouTube, Instagram, TikTok as the main short video platforms, Chinese audience immerse with
Douyin (Chinese version of TikTok),
Bilibili,
Xiaohongshu (Red Note),
WeChat channel, etc. The popularity of vlogs invited the engagement of traditional media. Well-known anchors from official news outlets start their own channels or accounts. For example,
Kang Hui, a news anchor at CCTV (
China Central Television), started his own channel named "Kang Hui vlog". Through his channel, audiences are allowed to watch Kang Hui telling news stories by taking his audience to his workplace and the news sites. The program offer a sense of reality, interactivity, and personalized explanations, bringing hosts closer to viewers and making the format popular. The landscape of vlogs in China has a diverse range of contents: travelling, studying aboard, lifestyle sharing, etc. Some content creators play a role of communicating Chinese culture to the world through individual narratives. Li Ziqi, a Chinese vlogger who was known internationally for creating Chinese traditional food and handicraft production. Her videos shows the rest of the world about "Chineseness", including the rural customs, aesthetics, and cultural and scenic places. Beyond simply showcasing "Chineseness" to global audiences, the food making and rural lifestyle, as Liang said, also embodies a contemporary "structure of feeling" in China: urban residents' desire for a simple and authentic lifestyle in countryside. With the popularity of Li's videos, she also converted the success to
e-commerce ventures, bring new economic energy into rural regions, which aligned with Chinese policy of Rural Revitalization.
Japan Japanese vloggers are called "J-vloggers". The rise in J-vlogging is part of the rise of YouTube in Japan around 2016. Marc Lefkowitz, YouTube's head of creator and artist development for
Asia-Pacific, said that the content uploaded from YouTube channels in Japan has more than doubled between 2016 and 2017. Rachel and Jun, an American and Japanese married couple, make a living by creating travelling vlogs for their 1.8million followers on YouTube. Lefkowitz said "Tourism numbers are rising at lightning speed – 250% between 2012 and 2017. This is particularly interesting to me as it correlates with the rise of J-vlogging....People want to virtually travel here, learn more about the food, customs and culture." == Uses ==