From a small kitchen in Beijing, Yu Bo is on a mission to connect China and America—one slapstick cooking video at a time. At 37, Yu continues his full-time job directing commercial videos, but since January, he’s taken on a second identity: that of an online chef and cultural ambassador, sharing quick Chinese recipes in short, entertaining English-language videos on RedNote, a fast-growing social media platform. Despite ongoing political tensions between Washington and Beijing, his humorous style and unique charm have resonated with a growing international audience.
RedNote, known in Chinese as Xiaohongshu or “Little Red Book,” has become a go-to app for younger users and content creators. When more than half a million Americans downloaded the platform earlier this year—just as a potential U.S. ban on TikTok loomed—Yu saw an opportunity. He transformed his modest kitchen into a studio and began sharing cooking tutorials marked by dramatic flair, wide-eyed expressions, and catchphrases like “So easy!” and “Open the fire!”
Yu’s content has earned him 136,000 followers, including thousands in the United States who message him daily with questions about Chinese cuisine and culture. This wave of interaction has pushed Yu to improve his English each night to better engage with his audience. Initially worried that his limited English might make him the subject of ridicule, Yu was relieved to find that his viewers embraced him with affection and curiosity.
The feedback he receives is often deeply personal. One American follower, a single mother, shared that her daughter with ADHD found peace in watching Yu’s videos. In response, Yu baked a cake on camera just for the girl and sent her a heartfelt private message. His interactions range from playful to touching, and his charm lies in a blend of self-deprecating humor, cultural exchange, and genuine warmth.
Yu’s popularity continues to grow alongside the rising global recognition of RedNote, which recently reached a valuation of $17 billion. Amid uncertainties around other platforms like TikTok, Yu remains focused on cooking and sharing. His cat and kitten, who often watch from the sidelines, add to the cozy atmosphere. Fittingly, he named the kitten Xiaohongshu, after the app that helped launch his journey.
READ MORE: