Survey of 1,000 Chinese Media Users across five markets finds an audience of residents, professionals and students — not just visitors — whose blended use of Chinese and global platforms is reshaping local discovery and purchase decisions.
HONG KONG, SINGAPORE, and BANGKOK, Sept. 1, 2026 /PRNewswire/ -- "Chinese Media Users are shaping influence across borders, and AI is changing how they discover, compare and validate brands," said Charlene Ree, CEO and Founder, EternityX. "For marketers, this is an opportunity to move beyond channel-led planning and build connected, culturally relevant experiences across Chinese and global platforms. This research reflects EternityX's commitment to combining regional intelligence, local market understanding and technology to help brands respond to changing consumer behaviour across Asia Pacific."
Key Regional Findings:
The research identifies several patterns shaping how marketers should approach Chinese Media Users across APAC.
- Chinese Media Users should not be treated as a uniform audience. Within the sample, behaviours differed depending on residency, lifestyle and purpose of stay as well as nationality.
- Chinese and global media platforms were used in combination. Survey respondents moved between Chinese platforms such as Xiaohongshu, WeChat and Douyin, and international platforms depending on where they are in their decision-making journey.
- Media consumption is increasingly intent-driven. Different platforms play different roles—from discovery and inspiration to research, validation and purchase.
- AI-assisted search is emerging as a new decision-support channel, shaping how Chinese consumers seek information and evaluate brands.
- The report suggests that a one-size-fits-all approach may miss important local differences. Although the sample indicates some regional patterns, market-level variations suggest that marketers may consider locally adapted engagement strategies.
"For many years, brands viewed Chinese media primarily as a tourism marketing channel," said Deric Wong, Chief Business Officer, Global, EternityX. "That view is now too narrow. Chinese Media Users are a diverse cross-border audience of residents, professionals and students whose media behaviours extend well beyond travel — and brands need to rethink how they build trust, relevance and long-term engagement across different residency and market contexts."
Market Highlights:
While common trends emerged across the region, the research also revealed important differences between markets.
Market | Current research highlight |
Hong Kong SAR | Within the Hong Kong SAR sample, residency status was associated with different patterns: Citizen+PR users reported higher spending intent, deeper multi-platform engagement and stronger brand receptivity, while working-visa users appeared more value-conscious and fragmented in their media use. |
Malaysia | Responses from Malaysia indicate potential for year-round engagement beyond tourism, with surveyed resident users engaging with brands throughout the year. |
Singapore | Singapore shows a highly connected audience of professionals and long-term residents who move actively between Chinese and international media ecosystems. |
Thailand | In Thailand, the opportunity extends well beyond short-term visitor acquisition. Chinese Media Users here are participating in the local economy as professionals, entrepreneurs, students, investors and long-term residents, pointing to year-round engagement rather than seasonal campaigns. |
Australia | Responses from Australia suggest opportunities beyond visitor marketing, with long-term residents and students forming an engaged Chinese Media User community. |
Implications for Brands:
According to the report, marketers may consider treating Chinese media as more than a standalone channel for attracting visitors from Mainland China.
The report recommends that brands consider an integrated approach that recognises differences among Chinese Media Users across Asia Pacific and combines Chinese and international media according to their roles in discovery, evaluation and purchase. Such an approach may help brands build awareness, trust and commercial impact across the customer journey.
"The opportunity today isn't simply about reaching Chinese consumers," Wong added. "It is about understanding how behaviours vary among the Chinese Media Users surveyed across markets and developing strategies that reflect those differences. The findings indicate that marketers may benefit from combining regional consistency with local relevance."
The report marks the first in a broader thought leadership initiative by EternityX to help brands better understand the evolving behaviours of Chinese Media Users across the region.
Download the full report here.
About EternityX Marketing Technology
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.
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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 about us https://www.eternityx.com
