Middle Earth - China’s cultural industry podcast
Your source of insight into China's culture industry: Hear from people creating and producing content in the world's second biggest cultural market. Hosted by Aladin Farré, and presented by The World of Chinese magazine.
Middle Earth - China’s cultural industry podcast
#29 Online KOL marketing in China
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.
