Olivia Parker
Mar 27, 2019

Foreign vs local KOLs: who wields more power in China?

We explore the work of some successful non-Chinese influencers working in China and ask whether they command more or less influence than their local counterparts—and whether that's changing.

L-R: Brad Pitt in a 2013 ad for Cadillac in China; the Chinese actress and singer Xie Na; Argentinian Brian O'Shea, an influencer in China; Mr.Bags the Chinese fashion blogger

Five years ago, the Argentina-born aspiring actor Brian O’Shea was working and studying in Sydney. He lived next to Chinatown and, crossing the district every day on his way to work, began to get intrigued about the source of the many different cooking smells wafting about the streets. They led him, says the 25-year-old, who is now a key opinion leader KOL of some renown in China, into “a completely different world”.

O’Shea, who hosts...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Cannes Lions selects five APAC jury presidents
Premium
3 hours ago

Cannes Lions selects five APAC jury presidents

US and UK still dominate list of jury leaders, but women outnumber men for the first time.

Premium
Dataxu retreats from Asia following acquisition by Roku
Premium
3 hours ago

Dataxu retreats from Asia following acquisition by Roku

It is believed that all staff across the adtech firm's Sydney and Singapore offices have been let go.

Premium
Facebook sues Hong Kong-based company over alleged ad fraud scheme
Premium
3 hours ago

Facebook sues Hong Kong-based company over alleged ...

Facebook has notified hundreds of thousands of users that their accounts may have been compromised by the malware scheme.

Premium
China FMCG imports impervious to trade war, slowing GDP: Bain/Kantar report
Premium
4 hours ago

China FMCG imports impervious to trade war, slowing ...

TOP OF THE CHARTS: Sales of imported FMCG products in China are growing at twice the rate of the overall FMCG market, with online sales up 30%, according to a new report.