What do Influencers Influence?

Influencers are pivotal in setting trends, amplifying identities, building communities, impacting consumer behaviour, and shaping culture. The vibrant space they occupy empowers them to become trusted voices, blending fun, advocacy and product promotion. With technology and emerging platforms, these creators are driving a dynamic shift in the digital landscape like never before.

Governments also hire influencers to boost tourism. For example, in 2024, the Hong Kong Tourism Board invited comedian Jimmy O. Yang and over 620 KOLs from outside the city in its strategy of 「Seeing is Believing,」 welcoming them to share their first-hand travel experience with fans.

Globally, the topics of their content cover dimensions including beauty, fashion, fitness, gaming, lifestyle, social justice, sustainability, and wellness. They also address social issues, from diversity to mental health, tailoring content to resonate with audiences across regions and platforms.

Global Influencer Advertising Market Projections in 2025

Major Social Media Platforms

Comparing Asia with the Rest of the World

Asia’s influencer landscape, distinguished by the scale and diversity of its markets and platforms, sets it apart from the Western influencer economy. While Western influencers often emphasise polished personal branding and individual celebrity, Asian influencers integrate commerce, community, and culture in more intertwined and localised ways.

Moreover, Asian influencers frequently serve as cultural ambassadors within highly segmented linguistic and regional markets, tailoring content that resonates deeply with local identities. This is in contrast to the broader, sometimes more generic, targeting common in Europe and North America. The conflation of social values with brand promotion, particularly around sustainability and social advocacy, is also a growing trend in Asia, reflecting evolving consumer expectations regionally and globally.

Hong Kong

Hong Kong’s influencer scene straddles tradition and innovation, reflecting its unique cultural and economic position. Influencers there often operate on a mix of global and Chinese platforms using multiple languages, highlighting Hong Kong’s multicultural background. They share real-life experiences and emphasise Hong Kong local culture and social issues, creating content that reflects city life and traditions.

This diverse group of content creators includes fitness YouTuber Emi Wong, comedic commentators like Smilingboris (笑波子), Mingjai (Ming仔), and lifestyle creator Hanna Vanharanta. (see page 12) Recently, a 75-year-old uncle became a beloved influencer in Hong Kong on the social media platform Threads. Simon Yuen, affectionately known as Uncle Simon by his followers, has gained popularity since 2024 by sharing simple and authentic moments of daily life with his wife. Many of his followers are young people who see his lifestyle as an ideal example of retirement living.

Influencers also play a critical role in boosting the local economy and sales. The city’s online shopping platform, HKTV Mall, for example, actively recruits influencers through livestream shopping to promote local products. Similarly, brands like Chanel Beauty invested significantly in influencer Mother’s Day campaigns.

Chinese Mainland

The influencer, or Wanghong (internet celebrity), landscape in the Chinese Mainland is defined by its comparatively independent ecosystem of super-apps. At the heart of this ecosystem is a hyper-commercial and sales-driven model, with livestreaming e-commerce as its powerhouse.

Top influencers, such as Li Jiaqi (李佳琦), host marathon shopping streams, generating billions of revenue in a single session. Content is meticulously crafted for 「grass-planting」 (种草), which is a popular internet slang term to describe the act of sharing and recommending things, and is heavily optimised to cater to platform algorithms and the loyal 「super fans」 who actively spend to support their favourite influencers.

Apart from the livestreaming side, content creator Li Ziqi (李子柒) posts about a romanticised, self-sufficient rural life, from farming, cooking, to crafting traditional items. Papi Jiang (papi酱) became famous for her fast-paced, satirical videos where she plays multiple characters, while commenting on social issues and generational differences, building fame on highly produced, narrative-driven videos or relatable comedy. There are also experts and knowledge-sharing influencers, such as Professor Luo Xiang, who have become famous by making complex topics, like law and technology, accessible to a mass audience.

Japan

Japan’s influencer marketing has surged alongside increasing internet penetration, with platforms like Instagram, Twitter, and YouTube becoming primary sources of information for young audiences. Unlike traditional media, influencers in Japan cultivate genuine trust by providing relatable, often behind-the-scenes insights into their lives. For example, lifestyle and tech influencers deliver comprehensive product reviews that appear more credible than formal advertisements. Notably, Japanese influencers emphasise subtlety and craftsmanship, reflecting cultural values of precision and dedication. ​Standout names include Naomi Watanabe, a leading fashion and body positivity influencer, and Hikakin, known as the “King of Japanese YouTube,” for his product reviews.

South Korea

In South Korea, influencer marketing thrives on celebrity power, as well as on micro and nano influencers, who build intimate, trust-based connections with followers, especially the MS generation (Millennials and Gen S). A striking example is makeup influencer Leo J (레오제이), who rose to prominence by offering approachable tutorials and honest reviews. Unlike traditional endorsements, his content fosters two-way communication, making followers feel part of a community. The rise of virtual influencers further illustrates the innovative landscape, combining AI-generated characters with influencer marketing, pushing boundaries of engagement and brand storytelling.

Thailand

Thailand’s influencer ecosystem is booming, with over 3 million individuals, 5% of the country’s population, working as influencers. Thai influencers often act as cultural trendsetters, blending entertainment and endorsement with a deep understanding of local and global audiences. ​Standout examples include Freen Sarocha, who bridges the luxury fashion and beauty industries, and Santa (Pongsapak Udompoch), whose content mixes pop culture and collaborations that resonate strongly with youth. Additionally, Thailand has a thriving community of LGBTQ+ influencers, like the well-known Bie The Ska, who champion inclusivity and bring diverse voices into mainstream influencer culture. The country also embraces cutting-edge tech; some influencers use AI avatars to engage audiences in novel ways, pioneering new digital identity forms. This blend of tradition, diversity, and tech innovation defines Thailand’s distinctive influencer landscape.

Indonesia

Indonesia presents a unique scenario where influencers use their platforms not only for commercial purposes, but also for social advocacy and community mobilisation. The country’s digital marketing landscape is characterised by a blend of entertainment, charitable campaigns, and social awareness, often intertwined in the content. ​Jerome Polin, known for making math education engaging, reaches younger audiences while blending humour with learning. Fellexandro Ruby has built a strong platform focused on youth empowerment and community building, reaching beyond traditional influencer boundaries.

Singapore

Singapore’s influencer scene is distinguished by a strong entrepreneurial spirit and a focus on fashion and lifestyle. Influencers like Yoyo Cao have become emblematic figures, merging fashion expertise with business acumen, based on her journey from opening a label to becoming a top style setter in Asia. JianHao Tan, a YouTuber known for comedy skits, vlogs, and content focused on youth culture, and Brad Lau, with his content in food, travel, and lifestyle.

India

India presents the most vast and heterogeneous market for influencers, reflecting its linguistic and cultural diversity. Influencers here range from Bollywood celebrities to regional language content creators who reach millions through YouTube, Instagram, and emerging platforms like Koo (a Twitter alternative). Standout influencers include Tanmay Bhat, a comedian and content creator recognised for his unfiltered, satirical style. Sakshi Sindwani promotes body positivity and self-love; Prajakta Koli, known as MostlySane, blends relatable content with social awareness campaigns, while Diipa Büller-Khosla combines entrepreneurship with environmental activism. ■

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