KOL marketing in China: from live streaming to virtual influencers
In the heart of China’s ever-evolving digital landscape, a phenomenon is taking center stage, redefining the rules of engagement and trust in the marketing world. Chinese influencers, commonly known as Key Opinion Leaders (KOLs), have emerged as the heralds of a new era in social media marketing, setting a fresh paradigm for brand-consumer interactions. These […]
Lemon8: From lifestyle sensation to social media struggles
In April 2020, the Chinese tech giant Bytedance, owner of TikTok, launched an app which was supposed to give Instagram a run for its money: Lemon8. The app was firstly launched in Japan, then reached the US market 2 years later, in February 2022. It can be described as a lifestyle platform similar to the […]
Live streaming in China: advancing into the AI era with complete service solutions
The live streaming market in China is experiencing remarkable growth and innovation, offering a unique platform for businesses to engage with their audience and drive sales. As of February 2022, over 703 million live streaming users resided in China, constituting about 68.2% of the country’s total internet users. The live streaming market in China continues […]
“What do you think of the development of the hot pot industry”: Trending hashtag on Chinese social media
The history of Chinese hot pot goes a long way, which can be traced back to as early as the “Three Kingdoms” period. It has later become popular nationwide and developed many regional variations. Therefore, eating by a sizzling hot pot together is a very common get-together scene among Chinese consumers especially due to the […]
Douyin marketing: the gateway for reaching over 680 million users
China’s short video industry has become a battleground for some of the country’s biggest tech giants, including Tencent, Baidu, and Kuaishou. Among them, ByteDance’s application, Douyin (抖音), emerged as a key player. The company launched Douyin (known as TikTok outside China) in September 2016, and in just six years, the platform has attracted an astonishing […]
“Are you an old spirit (精神老年人)”: Trending hashtag on Chinese social media
Although having a busy schedule is often perceived as being successful or at least competitive in the workplace, some young people are turning their backs on the hustle culture. On Chinese social media, Douban (豆瓣), there is a group of users who call themselves “old spirits (精神老年人)”, which refers to young people whose lifestyle, daily […]
How to do content marketing in China: a guide through Chinese internet platforms
For most companies, content marketing in China is a matter of survival. In the saturated Chinese market, only by attracting consumers’ attention with eye-catching advertisements is it possible to register positive income in the company. Developing a successful content marketing strategy calls into question the types of content brands should focus on producing. Various options […]
South Korea’s digital ecosystem: local players dominate the game, but foreign competitors are lurking
South Korea is one of the most digitalized countries in the world. In addition to being home to chaebol tech companies like Samsung Electronics (삼성 전자) and LG Electronics (LG 전자), its population boasts a strong affinity for technology and the services it provides. As of 2018, South Korea ranked first worldwide in terms of […]
Content is king in South Korea’s influencer marketing
Influencer marketing refers to the collaboration of influencers to market branded products and services. Interacting with people and buying items online has long become the new normal, contributing to the growth of influencer marketing worldwide. The estimated global market size of influencer marketing was USD 16.4 billion in 2022, twice the size it was in […]
Weibo marketing strategy: What brands should know
Sina Weibo is a micro-blogging social media platform that was launched in 2009 by Sina Corporation. It sees itself as a leading social media that combines the means of public self-expression in real time with a powerful platform for social interaction, content aggregation and content distribution. Weibo is an essential tool for social media campaigns […]
WeChat marketing: What brands should know about the gateway to the Chinese consumer market
WeChat is a multi-purpose app released by Tencent in 2011. As a messaging app, social media platform, and mobile payment solution, WeChat quickly became a must-have application in mainland China. Boasting more than 1.3 billion monthly active users (MAUs), it is used for a wide range of applications from paying bills to ordering food, shopping […]
How the Zero-COVID lockdown impacted the Chinese economy
The COVID-19 pandemic has caused not only a public health crisis, but also an economic crisis across the globe. According to the International Monetary Fund, the median global GDP dropped by 12% from 2019 to 2020. When Omicron became the dominant variant, most countries started loosening their restrictions as the new variant is less deadly, […]