The JGM BitBlog: Trapped in the Digital Maze -
Expatriates and China's Mobile App Paradox
Yuling Wang, Chongqing Technology and Business University, Chongqing, China
Martin Lockett, Nottingham University Business School, Ningbo, China
Abby Jingzi Zhou, Nottingham University Business School, Ningbo, China
Imagine stepping off the plane in China, eager to embrace a new culture, only to realize that without a smartphone, you are practically invisible. Want to grab a coffee? No cash accepted – only local smartphone apps Alipay or WeChat Pay. Need a ride? Forget waving one down or using Uber; it's local app Didi. Trying to connect with locals? If you don't have do-it-all app WeChat, you don't exist. Expat life in China isn't just about cultural adjustment – it's about digital survival.
For many expatriates, mobile apps are both a lifeline and a maze. Our research not only found digital technology, especially smartphone apps, to be a new and important factor in cross-cultural adjustment but also uncovered a paradox: while digital tools make life incredibly convenient, they also create significant barriers to adjustment. The line between digital empowerment and frustration is razor-thin.
On one hand, expatriates marvel at the efficiency of China's digital ecosystem. "It's one of the easiest countries to get things done quickly", some say. Everything – paying bills, ordering food, booking medical appointments – is handled through apps. WeChat isn't just for messaging; it's a financial hub, a social network, and even a professional networking tool. Taobao and Jingdong deliver to your doorstep in record time. Didi and Hello Bike make urban mobility seamless. China's digital transformation has redefined convenience.
But beneath this seamless façade lies a serious challenge: digital incompatibility. Many essential apps require a Chinese ID for registration, locking out expatriates. Language barriers add another layer of difficulty – most apps operate exclusively in Chinese, with little or no English support. Even tech-savvy expatriates struggle with authentication processes designed for locals. "Without WeChat, you're lost", one expatriate told us. But even with WeChat, if you can't read Chinese, you're still at a disadvantage.
This heavy reliance on mobile technology creates a new kind of adjustment challenge that traditional expatriation models have overlooked. While past research has focused on cultural differences, language barriers, and social integration, our findings suggest that in China, digital fluency is just as crucial. Those who are motivated to adjust to the mobile-first lifestyle thrive, while those who don't face daily frustrations and an increased sense of isolation.
So, what's the solution? Companies sending employees to China must rethink expatriate support. Digital onboarding is as essential as cultural training. Helping expatriates to set up mobile payments, navigate local apps and troubleshoot registration issues could be the difference between a smooth transition and constant struggle.
For expatriates themselves, the message is clear: mastering China's mobile apps is not optional. It's the difference between a relatively easy transition and daily frustration. Learning how to use WeChat, Alipay, Didi and other essential apps before arrival can significantly ease the adjustment process. Seeking support from experienced expatriates, joining online forums, and taking language lessons focused on digital literacy can also help bridge the gap.
China's digital ecosystem is here to stay, and it moves at lightning speed. Expatriate research needs to recognize the importance of digital adjustment. And organisations need to take action to avoid expatriates being trapped in a digital maze.
To read the full article, please see the Journal of Global Mobility publication:
Wang, Y., Lockett, M. and Zhou, A.J. (2025), "Digitalization and expatriate cross-cultural adjustment: the role of mobile apps", Journal of Global Mobility, Vol. 13 No. 1, pp. 9-31. https://doi.org/10.1108/JGM-04-2024-0041" target="_blank" rel="noopener">https://doi.org/10.1108/JGM-04-2024-0041
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Professor Jan Selmer, Ph.D.
Founding Editor-in-Chief
Journal of Global Mobility (JGM)
Department of Management, Aarhus University
E-mail:
selmer@mgmt.au.dkTwitter: @JanSelmer_JGM
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