American influencers giving their scorching takes on France and the French are more and more frequent, however Frenchwoman Lucille Befort has determined to parlay the American fascination together with her nation right into a enterprise of her personal.
As far again as 1784, Thomas Jefferson could have been the primary American in Paris to be captivated by French tradition and delicacies – he tucked away French recipes to deliver again to the US, and in his time within the White House, he employed a French chef.
He was, nevertheless, removed from the final and by 1925, there have been 400,000 American vacationers visiting France every year. These days, that determine is round 5 million. Â
Lucille Befort, the 29-year-old founding father of the Instagram account and web site ‘French Vibes Club’, has tapped into the French mania, amassing 185,000 followers on-line. She posts about every part from the historical past of the 14 Juillet (Bastille Day) to the wonder merchandise to purchase at a French pharmacy and rankings of her favorite French desserts.
Lucille – who’s French however has lived within the US – determined to start out her Instagram web page after realising the extent of curiosity Americans had in France.
“All of this got here from going to the US for a 12 months. When I moved there, I met lots of people who had ‘stars of their eyes’ about France. It was a particular feeling to see the fascination individuals had with France,” she stated.
Lucille remembers Americans approaching her, asking all kinds of questions: “Do you put on berets? Striped shirts? Is it true you eat cheese and croissants each day?
“I even seen in American bookshops there have been all these books about how ‘French girls do that’ and whatnot. I had not realised earlier than going to the US that there was such an enormous marketplace for France.
“I believed perhaps I may speak about France in English. That’s how the web page began. It was type of making an attempt to make a bridge between two cultures.”
The American love for France
In 2024, 5 million American guests got here to France, producing 10 p.c of the nation’s tourism income.
According to knowledge from French tourism physique Atout France, primarily based on the primary 4 months of 2025, French tourism income from the United States was anticipated to extend by 116.3 p.c in comparison with 2019 and by 7.3 p.c in comparison with 2024.
Lucille defined that Americans have a singular love for France.
READ MORE: Which French movies are hottest with Americans?
“I do know Americans love Italy and Spain and Europe, however there may be such a robust hyperlink between France and the US.
“I believe it most likely additionally has to do with the historical past of writers coming right here and the lengthy political ties between the US and France. We have a robust relationship on account of World War II, and I grew up listening to from my grandmother in regards to the American troopers who got here right here throughout the struggle.”
In phrases of what Americans love a lot about France – Lucille surmised it has to do with the French life-style.
“Our tradition is just a little slower-paced and extra primarily based on custom and rituals, and that is one thing my viewers actually connects with. Of course, you even have the meals and structure, and French cinema and artwork have influenced the world.
“But the ‘slower tempo’ of taking time to eat, take pleasure in life, and construct connections, is extra what individuals consider,” she defined.
Marketing France to Americans
However, the content material creator was keen to offer some credit score to French advertisers and advertising and marketing businesses for promoting ‘France’ to American customers.
“Marketing does play an enormous position for positive (…) France can be emphasised by trend, fragrance and luxurious manufacturers,” she stated.
In a earlier interview with The Local, Emile Chabal, a Reader in History on the University of Edinburgh and a specialist in European political and mental lifetime of the twentieth century, defined that France made a aware choice to market itself to worldwide audiences.
“The area of trend is admittedly vital – high fashion is a really aware branding of Frenchness. The means that trend homes like Dior and Yves Saint Laurent – which had been subsidised by the State – grow to be world is admittedly tied up with French makes an attempt to develop this as a comfortable energy – at a time when France’s ‘laborious energy’ – that’s, navy energy – is below query after World War II, decolonisation, the formation of the European union.Â
“From Nineteen Sixties onwards the French state began to subsidise tradition in a really direct means, whether or not that is subsidies for movie, trend occasions and so on. It’s not an accident that sure individuals are being given a worldwide platform to market an concept of French model,” Emile stated.
He famous that the United States was significantly fertile floor for French advertising and marketing strategies, notably the ‘romantic’ French stereotype.
READ MORE: Where does the ‘romantic, attractive French’ stereotype come from?
Lucille agreed that cinema has performed an vital position. “There are a number of TV exhibits about France being made. I simply noticed there’s a new Netflix Christmas film of an American woman falling in love with a French bookstore proprietor.
“But I believe generally individuals have to dream. Sometimes, a little bit of an unrealistic, dreamy environment will be useful,” she stated.
As somebody who explains France and French tradition to individuals on the web, Lucille contends with the stability of portraying clichés versus giving a extra genuine image of France.
“I do assume it is enjoyable to play with clichés.
“I believe Emily in Paris does a number of that. I do know it has obtained a number of criticism, nevertheless it’s leisure and would not need to be true one hundred pc of the time (..) It’s attention-grabbing to have a stability of the 2: A bit little bit of cliché for enjoyable, whereas highlighting the issues that go deeper.
“I believe more often than not you wish to showcase the optimistic issues, however I do attempt to present on the web page that it isn’t all rosy. There are actual issues that anger me as a French particular person, just like the sluggish administration,” she stated.
The fashionable American dream (of France)
Where as soon as Americans encountered France by means of direct promoting campaigns, particular person tourism, and cinema, the fashionable ‘French dream’ tends to come back by way of social media and influencers.
Cecilia Jourdain, who offers French language recommendations on her Instagram web page HelloFrench, has over 1.5 million followers. Meanwhile, American in Paris Amanda Rollins has constructed a following of 1.3 million individuals on TikTok, the place she vlogs about her day-to-day life within the metropolis of sunshine.
Lucille stated there “has positively been a shift [in how Americans consume the French dream]. I see so many creators who’re French or are speaking about France-related subjects. These accounts are very profitable.Â
“I believe these days individuals wish to see issues which might be relatable. Social media creators present the nice and the unhealthy.
“When you speak about shifting right here, you would possibly discuss in regards to the stunning condo you bought, but in addition the struggles you needed to come right here. I believe lots of people relate to that greater than one thing that is picture-perfect,” she stated.
Why do you assume Americans love France? Share your ideas within the feedback part beneath.
