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Weibo, China's popular Twitter-like micro blog service, is playing a new and important role in promoting British culture and its national charisma to young Chinese people.

Red Scarf in the United Kingdom, a popular Sina Weibo account, is based in London and introduces British style to the Chinese.

It offers a wide range of information on the nation's customs, history, life, food, education, travel and shopping.

From the royal family to table manners in England, from traditional British festivals to London's parks and sports, the varied information is "tweeted' across Weibo.

The effort was first intended for Chinese students in the UK.

"My aim is to help young Chinese, especially students, to live a better life in the UK and inspire others," says Guo Zhong, who started the Red Scarf Sina Weibo in 2010.

A graduate of a British university, Guo also explains the name Red Scarf. Since 1949, almost every primary school pupil on the Chinese mainland has worn a red scarf - or honglingjin - to identify them as members of the Young Pioneers. It is a term easily recognized and remembered.

The account provides knowledge and tips on studying and living in the UK to help Chinese students solve their problems and embrace the British way of life. It also has job opportunities.

It evolved from a site providing practical information to students into a mass media outlet in Britain.

Red Scarf in the UK has now nearly 300,000 followers, not all of them students in the UK. The younger generation in China is also attracted to the account.

Zhang Yan, 22, who lives in Beijing, is a follower of Red Scarf.

"My friend who studies in the UK introduced it to me two years ago," he said.

"Since then, I have often visited it because it tells us all kinds of information about Britain, wonderful and interesting. I broadened my horizon and have a better knowledge of the country," Zhang said.

Another Weibo account, Yingguo Na Xie Shier - or Those British Things - updates British news and photos almost every day.

Most news is funny or odd. Several days ago, it carried a story about a real-life Harry Potter look alike searching for his train to Hogwarts. The young Potter doppelganger asked transport workers and fellow travelers for directions to famous Platform 9-3/4.

Those British Things now has about 890,000 followers. "It gives me more understanding of Britain. For example, it introduces to visitors the history of London's underground, and its interesting news often keeps up my spirit," says He Yiyi, 19, a student in London.

By Zhang Chunyan ( China Daily)