Governing through Visibility: Local Government Experimentation with Internet Celebrity Cities in China

Abstract The rise of internet celebrity cities has become one of the most striking phenomena in China since 2021. How do local governments respond and harness this trend to advance their development goals? This study focuses on local experimentation in creating such cities, drawing on the case of the Village Football Super League ( Cun chao 村超) in Guizhou. We identify policy entrepreneurship as a key driver of local experimentation and highlight three core strategies for creating internet celebrity cities: crafting local symbols, co-producing viral content and mitigating public opinion risk. Further analysis shows that this experimentation, by attracting massive public attention, simultaneously promotes economic growth, strengthens social cohesion, reinforces state narratives and projects China’s national image onto the global stage. Overall, the findings suggest an emerging model in which public attention becomes a core resource for local development and governance in China’s digital era.