This study examines the international city image communication strategy of Yiwu through the lens of “using commerce as media”, an emerging yet underexplored approach in city branding research. Focusing on ten short videos from the 2025 Wanguo Chuangfu Chao series produced by the Yiwu Belt and Road International Communication Center, the study adopts qualitative content analysis to investigate how commercial practices, entrepreneurial narratives, and value-oriented storytelling jointly construct Yiwu’s global image. The findings reveal that Yiwu’s communication strategy successfully projects a multidimensional city image as (1) a hyper-efficient global trade hub, (2) a culturally inclusive and integrated cosmopolitan community, and (3) an aspirational platform for entrepreneurial success. This is achieved through three key strategies: a glocal storytelling framework that integrates personal narratives with macro-level positioning, the strategic use of foreign entrepreneurs as credible narrators, and value-forward communication linking commerce to global themes such as sustainability and inclusivity. The study contributes to the literature by addressing the gap in self-constructed city image research and advancing the conceptualization of commerce-as-media as a distinct communication paradigm. It also offers practical implications for cities seeking to enhance their international visibility through innovative and culturally resonant communication strategies.