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Key opinion leaders, or KOLs, have a strong connection to Chinese internet users and are now highly sought after to sell products to huge audiences on ecommerce websites and streaming platforms. We dive into the reasons why this growing industry works so well in China and how, eventually, live streamers may end up consuming the same brands that hired them in the first place.

Featuring
Elijah Whaley : Chief Marketing Officer at PARKLU

Middle Earth is made by China Compass Productions and hosted by Aladin Farré. If you have a China-themed cultural project like shooting your next documentary or look for a specific talent, please get in touch!

Recommendation
- Lǐ Jiāqí 李佳琦, also known as Austin Li, a famous livestreamer
- Melilim Fu, a beauty and makeup influencer.

With thanks to Brenden Gonsalves for graphic design & Sean Calvo for music support.

The World of Chinese Magazine
A magazine about Chinese society, culture, history, arts, language, and more.

#29 Online KOL marketing in China 36:33 Share

Middle Earth - China’s cultural industry podcast

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#29 Online KOL marketing in China