SINGAPORE, THAILAND, MALAYSIA, 14 Aug 2025 – New research conducted by EternityX highlights a rising segment of high-value Chinese Media Users in Singapore, Malaysia, and Thailand: 41% of whom spend over USD 7,000 annually on premium goods, while more than 60% actively invest their income. Brands unprepared for this digitally connected, economically engaged group risk falling behind in some of the region’s most competitive markets.
EternityX, unveiled the whitepaper “S.E.A of Change: The Rise of Chinese Media Users Redefining Modern Living and Consumer Power” – a data-driven portrait of an emerging consumer force across Southeast Asia that combines spending power, digital fluency, and cultural influence.
This audience segment termed Chinese Media Users comprises digitally native, high-spending consumers who navigate seamlessly between Chinese and local platforms, and whose behaviours are rapidly shaping retail, digital marketing, and cross-border commerce.
“These users are not just adapting to new environments, they are actively shaping them,” said Charlene Ree, CEO & Founder of EternityX. “They bridge cultures, redefine value, and expect brands to engage them with depth and relevance.”
The Power of Chinese Media Users: A Multi-Billion Opportunity
Research Highlights: A Regional Consumer Force:
- Over 40% spend more than USD 7,000 annually on premium products and services
- 60%+ allocate 21–40% of income to savings and investments
- 82% engage 1–4 hours daily on digital media platforms
- Strong cross-border e-commerce appetite, particularly in Singapore (41%) and Thailand (42%)
- Preference for Simplified Chinese content, enhancing trust and purchase intent
“This research is not just indicating a trend – it’s a directional shift in consumer identity,” added Deric Wong, Global Chief Business Officer at EternityX. “The influence of Chinese Media Users is not limited by geography. Their impact on digital ecosystems and purchase behaviours is already rewriting the rules for market entry and growth.”
Country-Level Insights: What Makes Each Market Unique?
Singapore – Legacy Architects:
Singapore’s Chinese Media Users are financially disciplined, quality-oriented, and trust-driven. 42% spend over USD 7,000 annually, with top categories including Travel (Index 115), Personal Care (107), Financial Products (104), and Luxury (102). They prefer high-end malls, engage in offline and cross-border e-commerce, and value Simplified Chinese content in advertising for its credibility and clarity.
Malaysia – Community Catalysts:
In Malaysia, Chinese Media Users exhibit strong emotional and cultural connections. 43% are premium spenders, prioritising Healthcare (Index 129), Automotive (114), Travel (109), and Luxury (106). They respond to festival-driven campaigns, community engagement, and culturally relevant narratives, preferring a blend of online and in-person experiences with high emphasis on brand trust and value-for-money.
Thailand – Aspiration Trailblazers:
Thailand’s segment is the most digitally progressive. 47% spend more than USD 7,000 annually—the highest among the three markets—with leading categories such as Liquor (Index 139), Cosmetics (117), and Electronics (109). They show the strongest preference for cross-border e-commerce and livestreaming, with purchase decisions driven by influencers, KOLs, and peer recommendations. Experience-led campaigns and social validation are essential to engagement.
Strategic Implications: The New Rules of Engagement
Marketers, retailers, and financial institutions must embrace a multi-platform, culturally attuned strategy to effectively connect with this increasingly influential segment. Brands that succeed will be those that localize across touchpoints, integrate with Chinese and local platforms, and build trust through authentic content and personalised experiences.
The strategic takeaway from this report is clear: Chinese Media Users are no longer just another segment, they are central to driving cross-border spending, brand loyalty, and new economic flows across Southeast Asia. Their borderless mindset, high engagement on Chinese platforms like WeChat, Douyin, and Xiaohongshu, and strong response to localised campaigns mark them as a powerful growth engine in the region’s marketing transformation.
With the acceleration of Chinese outbound tourism, capital investment, and policy alignment across the region, this consumer group is set to define the next decade of digital commerce and media influence. Whether in Singapore’s financial services, Malaysia’s healthcare and automotive sectors, or Thailand’s experience-led retail economy, Chinese Media Users are reshaping what success looks like for brands.
“This report reveals more than trends, it captures movement,” said Neil Yan, Managing Director, Global at EternityX. “Chinese Media Users are strategic allies for any brand looking to scale across Asia. Their digital fluency and cultural agility make them the bellwether for the region’s next era of consumer innovation.”
For marketers, the message is simple but urgent: adapt to this segment now, or risk being left behind in the next wave of growth across Southeast Asia.
Download the complete S.E.A of Change Whitepaper here.
About the EternityX Global Knowledge Hub
The EternityX Global Knowledge Hub is a strategic content and intelligence platform created to guide brands in navigating the cultural, behavioural, and digital nuances of China’s consumer landscape. It offers curated insights, trend analysis, and platform-specific strategies tailored for business leaders, marketers, and strategists looking to deepen engagement with Chinese audiences.
From media ecosystem breakdowns and audience segmentation to campaign case studies and cultural insights, the Hub acts as a compass for brands seeking to localise with confidence, innovate with intelligence, and scale with authenticity.
Explore the Global Knowledge Hub here
About EternityX Marketing Technology
Mastering the Realm of Chinese Audiences
At EternityX, we equip brands and businesses to master the realm of Chinese audiences through the Power of Three—PilotX, NaviX, and MediaX. These cutting-edge, AI-powered solutions enable precision targeting, providing data-driven insights that allow companies to connect with profitable audiences in key markets and beyond. With 12,000+ successful cross-border campaigns for more than 1,000 brands, EternityX helps brands unlock growth, deepen audience connections, and drive long-term success. Our expertise bridges the gap between East and West, ensuring that brands can thrive in a rapidly evolving digital landscape.
Learn more: https://www.eternityx.com
As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.