As China speeds up its shift to a cashless smart society, digital systems have become ubiquitous and completely changed how service interactions work. This paper examines techno-cultural friction that happens when algorithm-driven efficiency meets different cultural expectations. Based on observational data collected in digital service environments, the study analyzes interactions between local service providers and international customers. Integrating Hall’s context theory, Hofstede’s cultural dimensions, and emotional labor sociology, this study demonstrates that digital dominance inadvertently erodes user autonomy and interpersonal warmth in service interactions. The study argues that solving these frictions requires a shift from system-centered rules to affective repair methods. Here, human initiative and Renqing (relational feelings) fill the gap between strict digital rules and the complex needs of cross-cultural hospitality. 

Chengchieh Su. Techno-Cultural Friction and Affective Repair: An Intercultural Communication Perspective on Digitized Service Encounters. Academic Journal of Humanities & Social Sciences (2025), Vol. 8, Issue 11: 183-188. https://doi.org/10.25236/AJHSS.2025.081126.

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