For luxury brands, KOL marketing in China now sits much closer to revenue strategy than brand visibility. At the start of 2025, China had 1.11 billion internet users and 1.08 billion social media user identities, underscoring the scale of a luxury audience already deeply integrated into platform-led discovery, evaluation, and influence behavior.  In other words, […]

Eastern Asia has the highest number of internet users in the world, with 1.34 billion as of 2025. Because China has a huge online population, foreign digital stars are seizing new opportunities to connect with increasingly globalized Chinese audiences. The foreign influencer trend is driving authentic engagement and e-commerce growth. But success in China demands […]

In 2025, China accounted for 58% of the global KOL (Key Opinion Leader) marketing spend, with the local market projected to reach approximately RMB 93 billion (US$13 billion). That’s not just a significant number — it signals where the future of influencer marketing is being built. But none of that works without the right agency […]

China’s influencer economy is bigger, faster, and more competitive than ever. In 2024 alone, MCNs — multi-channel networks — were behind many of the country’s record-breaking livestream sales and viral content trends. They’re the engines connecting brands with top creators, building campaigns across Douyin, Kuaishou, Bilibili, and RedNote, and turning social buzz into measurable sales. […]

China’s KOL economy has been one of the fastest-growing and most durable economic phenomenon in recent years. In the second half of 2019, multiple Chinese e-commerce platforms launched KOL strategies, while many companies win consumers and positive reputation through partnerships with key opinion leaders. Brands choose appropriate KOLs to launch campaigns based on the brands’ […]