In a remarkable twist of digital cultural exchange, American streaming sensation IShowSpeed (real name Darren Watkins Jr.) has transformed from a chaotic content creator to an unexpected ambassador of cross-cultural understanding during his viral China tour.
What began as a seemingly random international adventure has evolved into a fascinating case study of how Gen Z creators can bridge cultural divides. Speed’s unfiltered journey through China—capturing everything from high-speed rail experiences to spontaneous street interactions—has generated more genuine cultural dialogue than traditional diplomatic channels.
Well, Speed’s continued efforts to popularize China culture across seas continues in a bizarre crossover that nobody saw coming. The American livestreamer is now the face of Chinese dairy giant Yili’s yogurt drink, transforming an obscure Chinese saying into a viral global phenomenon that’s got everyone from social media users to corporate execs saying “Lai Dou Lai Le.”
Speed, known for his unhinged energy levels and chaotic livestreams, dove headfirst into promoting Yili’s “chewing lemon” yogurt drink with a commercial that’s equal parts cultural exchange and fever dream. The instantly viral ad features Speed bouncing around while delivering the catchphrase “Lai Dou Lai Le” – a Chinese expression that loosely translates to “since you’re here” but carries the energy of “why not?”
The phrase has traditionally been used in China as a gentle nudge to commit to something you’re already halfway into. But in typical internet fashion, Gen Z has morphed it into something closer to YOLO – a battle cry for the impulsive and adventure-seeking.
Within days of the commercial dropping, the phrase went viral on Chinese social media, with the topic “IShowSpeed sings ‘Lai Dou Lai Le'” racking up over 12.43 million views on Weibo. Social media clips and remixes spread across platforms like wildfire.
Yili, Asia’s leading dairy producer, clearly knew what they were doing. By tapping Speed’s massive Gen Z following and incorporating a phrase already gaining traction among Chinese youth, they’ve created a cross-cultural marketing moment that transcends traditional advertising boundaries.
Watch the full commercial below:
Cover screenshot via YouTube/Simon Han.
