2025
a post on the rise of MBTI vlogs on Chinese social media
MBTI vlogs are taking over Chinese social media platforms like Xiahongshu and Douyin, with videos like "A Typical ESFP Day" and "INFP Weekend Alone Vlog." Creators are building their online personas around the Myers-Briggs Personality Indicator, making their content personal and relatable. I explore the rise of these MBTI vlogs, why MBTI resonates so strongly in China, and how this four-letter personality framework thrives on social media.
MBTI, with its tidy combination of four letters, offers a modern, globalized counterpart to [traditional systems like the Chinese Zodiac and the Five Elements]–scientific in appearance yet deeply personal, allowing individuals to celebrate their uniqueness while staying connected to collective values.
On social media, MBTI provides a ready-made framework for influencers to shape their personal brands. These personality archetypes practically write themselves: the dreamy INFP, the disciplined INTJ, the pragmatic ESTJ, the warm ESFP… By aligning their content with their MBTI type, influencers create a sense of authenticity and consistency, making their videos more engaging and instantly recognizable to their audience.