“Meow meow?!” How IShowSpeed’s live streams in Southeast Asia redefine soft power
By Sean Matthew Parra
“Meow meow?! What you mean meow meow?!”
On September 11, 2024, American streamer Darren Watkins, commonly known as IShowSpeed, took the streets of the Philippines as part of his livestream tour across Southeast Asia (SEA).
Instead of the usual tourist spots, he played basketball with the local kids in a weathered court, did a Binondo “food crawl” and bought a knock-off shirt from a street store that just about every Filipino would recognize.
In an era where live streams and internet content define the public sphere, the power of content creators like Speed has grown far beyond just entertainment.
As he streams his tour in SEA, he reveals a new kind of cultural soft power: the ability of digital personalities to shape international perceptions in ways previously only done by governments and traditional media.
Historically, the power to influence and attract others through culture, values, and diplomacy was already wielded by other states. For example, in 2002, the Thai government launched a diplomatic initiative called the “Global Thai Program” to increase the number of Thai restaurants worldwide (The Economist, 2002)
Speed’s SEA livestream tour reveals how content creators are exercising soft power. In real-time, his live streams give his global audience a direct lens into SEA life.
From eating durian from a street vendor in Malaysia and getting his fortune told through his palms in Indonesia, his live streams are introducing the region to millions of viewers who may have little prior exposure to its diverse way of life.
By directly engaging with locals, visiting landmarks and documenting his chaotic tours, he creates a powerful narrative of what life is like in these countries, one that his followers absorb and respond to in real time.
This kind of portrayal comes with political effects as well. SEA is a region riddled with complex histories and diverse cultures, with each country offering a unique identity shaped by local and global influences.
While SEA governments have long invested in cultural campaigns to control their international image (David, 2021), Speed’s tour offers a different form of representation - one that is not controlled by state narratives but by spontaneous, humorous and the unpredictable nature of content creators.
Moreover, while traditional media is monitored by editors and producers, live streaming allows for spontaneous, often chaotic content. This has allowed creators like Speed to gain the kind of engagement that once took media empires decades to build.
As such, these live streams provide a more natural and intimate portrayal of SEA. However, this can be both beneficial and challenging.
On one hand, these streams democratize cultural exchanges by allowing everyday life to take the stage. However, on the other hand, it risks oversimplifying or misrepresenting local life. This risk is dependent on the creator’s own biases and interpretations.
His portrayal of local life may appeal to younger audiences who see SEA as a vibrant and relatable destination, but it also raises concerns about how much of these reflect reality versus performance for the camera.
These might seem like casual fun to Speed’s viewers, but they’re a glimpse of something bigger. Through these live streams, he brings everyday life in SEA to millions across the world, showing a side of the region you wouldn’t get from a glossy travel ad.
In the process, he’s doing more than entertaining; he’s shaping how his audience sees these places - holding the same power of influence once reserved for states and traditional media.
For SEA, the question is no longer how to shape its image abroad but how to engage with creators like Speed that are doing it for them.
References:
OCON, David.(2021). Cultural diplomacy and co-operation in ASEAN: The role of arts and culture festivals. Hague Journal of Diplomacy, , 1-29.
The Economist. (2002, February 21). Thailand’s gastro-diplomacy. The Economist. https://www.economist.com/asia/2002/02/21/thailands-gastro-diplomacy
