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Earlier this year, Kris Wu, 27, a Chinese singer and actor made history by becoming the first artist from mainland China to perform at the Super Bowl. The NFL also named him official Super Bowl LII ambassador for China. As one of the most influential young celebrities in China, Kris is also the first non-British brand ambassador for Burberry, and ambassador for the 2017 NBA All-Star Game in New Orleans.

To target the world’s most populated market and to be better engage with over 200 million millennials in China, more and more multinational brands are collaborating with young Chinese celebrities.  Especially those with high commercial value and significant social media influence. For example; Michael Kors partnered with Yang Mi, while Bally is working with Tang Yan, and Lancôme choose Zhou Dongyu as a brand ambassador.

Isentia’s recent social media analysis report “The hottest young Chinese celebrities that luxury brands should be following” reveals some of China’s young rising stars that may be next on the brand collaboration watch list, given their commercial value, reputation and highly visible lifestyle.

Download the full report now or read on for a sneak peek!

Case study:

SK-II partner with Leah Dou （窦靖童）

Leah Dou, born in 1997, is the youngest brand spokesperson for SK-II. Known for her rebellious, edgy but also cool attitude, including a distinctive chin tattoo, Leah is somewhat of a departure from the Japanese skincare brands traditional brand representatives.

As the daughter of China’s famous musician Faye Wong and Dou Wei, Leah is a unique Chinese celebrity and according to Isentia’s analysis, after a month from the launch of the “Your statement, your bottle” SK-II campaign, it contributed to 21% of SK-II’s social buzz.

In the past two years, SK-II has increased its marketing efforts in China by leveraging e-commerce and social media tactics crafted for the local market. SK-II’s Changing Destiney campaign has successfully aroused resonance among the Chinese consumers, and sales roared 50% in 2016 from April to December.

Tinna Nien , SK-II’s senior PR manager said in a media interview that to quickly adapt to the China market demand and tap into the millennial consumers, SK-II works with Leah to create diverse brand images, as she is not just represents young consumers but also symbolizes independent values.

However, the collaboration didn’t work for everyone. According to Isentia’s social media analysis, netizens expressed an ambivalent view on choosing Leah Dou as a brand ambassador as they felt she wasn’t a ‘right match’ with the brand.  Sentiment then hit bottom and also triggered discussion around the push to be ‘younger’ and label those over 25, unmarried to be ‘leftover women’. Large amounts of Key Opinion Leaders (KOLs) however continued to blast positive articles and posts towards the SK-II x Leah Dou collaboration and KOLs followers expressed supportive opinions. The sentiment peaked and lasted around 10 days. Over 114 KOLs leveraged for promoting #‘生而由我，从心所欲BE THE PERSON YOU DECIDE TO BE #, SK-II seamlessly leveraged the KOLs to promote Tmall, Duty free and offline promotions.

China’s top rising stars:

So who are the ones to watch?

The raising social media e-commerce and fan economy creates a new direct-to-consumer model that enable brands efficiently convert the leads. In Chinese, people call the celebrities who are good at promoting and selling products via social media to their fans ‘Dai Huo Huang Di or Huang Hou’ (King or Queen of product sales). According to Isentia social media analysis, the brand or event co-mentions ratio of King or Queen of product sales could up to 20% to 40%.

Using our powerful media listening tool, along with bespoke framework and extensive keyword iteration list, Isentia’s award winning media analysis team identified the latest popular influencers based on real data and their ability to impact sales through brands collaborations.

Celebrities born after the 1990s have become popular on Weibo since they garnered high buzz volumes thanks to TV dramas and shows. “孟子坤 Meng Zikun”, “周震南Zhou zhennan”, “马伯骞 Ma bosai” and “赵天宇Zhao tianyu”, were all known thanks to the TV show “The coming one” (明日之子.

 To view the full celebrity rank and download the full report, please visit:

https://www.isentiawire.com/white-paper-download-the-hottest-young-chinese-celebrities-that-luxury-brands-should-be-following/

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Why is Omni-channel marketing so important? 

Omni-channel marketing provides a seamless experience, regardless of channel or device. This allows customers to engage with a company in a physical store, a website, mobile app or social media.

With more than 600 million internet users and more than $US899 billion in online spending, China is the world’s biggest online shopping market and one of the most digitised countries. As the e-commerce market continues its meteoric rise, it's now more important than ever for businesses to implement omni-channel marketing strategies that deliver a consistent experience across online and offline platforms.

Whether it’s insurance or luxury brands, the omni-channel marketing experience is essential for businesses looking to thrive in China.

A look at the e-commerce landscape in China today

A report by EY found that in 2010 only 23 per cent of China’s urban population shopped online. Last year, China’s consumers accounted for 42.8 per cent of the world’s e-commerce sales and this is projected to rise to nearly 60 per cent in 2020 – almost triple what it was a decade prior.

The increase in smartphones in China has contributed to this growth in e-commerce. The same EY report found that in 2014, there were more than 780 million active smartphone users across the nation, and around 25 per cent of customers made purchases through their mobile phone on a weekly basis. Even in rural areas, which have less than 20 per cent internet penetration, more than 60 per cent of consumers are e-commerce users.

Tips on creating a successful omni-channel marketing strategy

Given the prominence of e-commerce in China, it’s essential to have a strategy in place that creates a seamless experience across third-party websites, your own website and any bricks-and-mortar stores you may have.

If you want to implement an omni-channel marketing strategy for your business in China, here are a few tips to help it thrive.

1. Be on third-party websites, but do it well.

China’s top 10 favourite websites are all e-commerce sites – including TMall, JD, 51Buy and Amazon China. In order to reach the maximum number of consumers, it’s important to be on third-party websites. To protect your own brand identity and image, it’s vital to collaborate with third-party providers to make sure your brand’s merchandising, pricing and product descriptions are consistent with your other sales channels.

2. Ensure a consistent customer service experience.

As customers access your business through multiple touchpoints, it's essential that their experience is the same no matter where they go. Whether a customer orders from TMall, receives their product from a third-party delivery company or complains over the phone, it’s imperative they receive the same level of service to avoid conflicting experiences with your brand. To do this, identify the key touchpoints with customers in your business, and focus on creating processes and controls to ensure these experiences are up to your business’s standard. It doesn’t hurt to try a mystery shopper either, to help you identify any holes.

3. Focus on the data.

Consumers behave differently on third-party websites than they do in stores, over the phone and at an online store. In order to ensure you’re getting the most out of your different sales channels, dive into your data to see which channels are performing best and where further investigation or improvement needs to be made. Key insights to look for include abandoned shopping carts on your own website versus on third-party websites, which products are popular on different channels, satisfaction rates and exchanges or returns on third-party sites versus your own.

Ultimately, China’s growing e-commerce market holds an incredible amount of promise for local and global businesses.

With the right omni-channel strategy and attention to market innovations, businesses stand the best chance of capitalising on the booming online shopping industry.

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What began as a localised environmental crisis in South Australia rapidly evolved into a national conversation, shifting from ecological impact to the high-stakes realms of economic survival and political accountability. Our analysis reveals a narrative driven by the devastating images of marine life loss, and by the powerful currents of government action, scientific debate, and the tangible economic pain felt by communities. The coverage shows a pivot from the immediate environmental catastrophe to a sustained focus on two core drivers: the formal political response and the severe economic consequences for the state’s key industries.

How coverage of a natural disaster unfolds in modern Australia

Government and political process are the primary anchors of this coverage, shaping the narratives that dominated media discussion. Two event-driven pillars generated the highest peaks in media attention: the Federal Government's response in July, marked by ministerial visits and the announcement of a multi-million dollar support package, and the highly publicised Senate inquiry hearings in September. These formal processes consistently generated news, positioning political figures like Federal Minister Murray Watt and SA Minister Clare Scriven as the central subjects of the story. Coverage from outlets across the country, not just within South Australia, demonstrates how the crisis was framed as a matter of national significance, with themes of federal support and the Senate inquiry resonating far beyond the affected coastlines.

Local concerns versus big picture narratives: Community or political accountability?

Where the initial reporting centred on the immediate environmental disaster, the visible spread of the bloom and the devastating loss of marine life the conversation quickly broadened. The narrative shifted to system-level impacts, with an intense focus on the economic devastation faced by the state’s vital seafood, oyster, and tourism industries. This is where a gap emerges between the local and national conversation. South Australian media, led by outlets like ABC Radio Adelaide and FIVEAA, remained intensely focused on local hardship, giving voice to struggling business owners and communities. In contrast, national outlets framed the crisis through a lens of policy and political accountability, dedicating more relative coverage to the Senate inquiry and the bloom's connection to broader issues like climate change.

Experts inform the narrative, politicians react

While politicians were the most frequently mentioned subjects of the coverage, scientific experts and industry representatives were the most directly quoted sources. Professor Mike Steer from SARDI, for example, was consistently quoted to provide scientific context, while industry leaders like Tom Cosentino of Southern Rock Lobster Limited and Ben Barnes of the SA Professional Fishers Association gave voice to the economic fallout. This dynamic often placed government figures like the Premier, and the Federal Environment minister in a reactive position, responding to a crisis being defined and explained by the experts and stakeholders on the ground.

The algal bloom may have peaked in the water, but in the media its story is moving, towards accountability, recovery, science, and the politics of prevention.

Discover how to monitor and understand complex media narratives.

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In our last update, housing coverage centred on advice for mortgage holders amid rising rates and cost-of-living pressures. In this second release of the series, the conversation has shifted, with news increasingly framing Australia’s housing challenge through construction, innovation, and government action. Reports highlight fast-tracked developments, AI-powered modular builds, and reforms to cut red tape, alongside community-driven projects in Nhulunbuy and pressures on urban infrastructure, showing that solving the crisis requires building both faster and smarter. The patterns in coverage reveal which stories and policy levers are gaining traction, and how different angles from scale and efficiency to localised community impact are shaping the wider conversation.

Government policy is driving much of this coverage, shaping the narratives that dominate media discussion. First-home buyer programs such as the Home Guarantee (5% Deposit Scheme), Help to Buy, and Regional First Home Buyer Guarantee are frequently cited, alongside social and affordable housing initiatives including the $10 billion Housing Australia Future Fund, NSW’s $610 million Social Housing Accelerator Fund, and state-level projects in Toowoomba and Wagga Wagga. Coverage of supply-side reforms, Melbourne high-rise plans, and debates over negative gearing, capital gains, and rental caps illustrates how policy and regulation frame public debate. Across outlets and regions, the way these stories are told signals which elements of housing policy are resonating, which have momentum, and where attention is likely to shift next.

Where previous reporting centred on interest rates and mortgage advice, a calm, and financial “top-down” discussion, the shift to construction and reform places the emphasis on system-level solutions. Yet, as before, a gap remains between media coverage and social discourse.

On social media, the conversation continues to unfold as a “bottom-up” outcry. This month, debates over housing affordability and accessibility have been increasingly framed through immigration. Political groups such as Pauline Hanson’s One Nation and the Family First Party Australia are amplifying anti-immigration narratives on X and Facebook, claiming that new arrivals are the direct cause of housing stress. These messages are countered by voices rejecting both the logic and the racism seen to underpin such rhetoric, instead pointing to investors as the real drivers of market pressures and reframing housing as a human right. Demonstrations such as March for Australia have further fuelled this dynamic, with slogans tying immigration to Labor, raising the risk of political damage.

The conversation shows right-leaning voices continue to dominate online, with more balanced perspectives struggling for visibility. Policy proposals like a “bedroom tax” appear to have amplified anxieties about population growth, giving further oxygen to anti-immigration claims.

Layered over this, the Reserve Bank’s three rate cuts in recent months have become a fresh point of contention. Some argue that lower rates are simply inflating house prices, benefiting existing homeowners while worsening conditions for would-be buyers and savers deepening the perception of a system stacked against the public.

While the media is foregrounding structural solutions to increase supply, public discourse is still driven by frustration, identity politics, and competing narratives of blame. Solving the housing crisis will not only require practical reforms but also careful navigation of the volatile public conversation that risks overshadowing those solutions.

Discover how to monitor media narratives 

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