Excerpt:
EternityX delves into the growing influence of Chinese Media Users across Singapore, Malaysia, and Thailand—an audience defined not by their passports, but by their engagement with Chinese-language media platforms. Representing a young, educated, and high-spending segment, these consumers are reshaping retail, travel, investment, and lifestyle trends across Southeast Asia. Over 42% spend more than USD 7,000 annually on premium goods and services, while 70%+ prefer Chinese apps for daily use, underscoring their digital-first nature and cultural connectivity. This shift reflects not just economic clout, but a transformation in how brands must approach engagement, content, and cross-border commerce.
Context:
Chinese Media Users are not a niche, they are a pan-regional force influencing consumer behaviour well beyond ethnic and geographic boundaries. Their habits reflect a blend of cultural heritage, global mindset, and high brand discernment. From luxury shopping and premium dining to trusted financial services and digital ecosystems, they expect authenticity, quality, and cultural fluency at every touchpoint.
Objective:
To equip brands, marketers, and policymakers with data-backed insights into the purchasing power, lifestyle preferences, and media habits of Chinese Media Users, enabling smarter strategies for engagement, loyalty, and market expansion across Southeast Asia.
KEY HIGHLIGHTS
- Premium Power: 42%+ spend over USD 7,000 annually on high-end products and experiences.
- Digital Stronghold: 70%+ prefer Chinese platforms such as WeChat, Douyin, and Xiaohongshu for daily interactions.
- Quality-First Mindset: Purchase decisions are driven by authenticity, reviews, and premium service.
- Cross-Border Influence: Strong participation in travel, luxury retail, and international investment activities.
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.