Chinese Social Media Consultant
Global Influencers Turning to China
Platform localisation: Opening accounts on Bilibili, Douyin, and other Chinese platforms is the first step for global stars.
On-the-ground presence: Live tours in Chinese cities drove huge engagement and brand deals, showing the power of in-person interactions.
Cultural adaptation: Simple, relatable content resonates with Chinese audiences.
Brand collaborations: Partnerships with major Chinese companies provide influencers both revenue and visibility.
Risk of controversy: Missteps—whether by team members or personal exposure (Wang Hui)—can quickly damage reputation in the highly sensitive Chinese online environment.
IShowSpeed (Darren Watkins Jr.)
Visited China for the first time in March 2025, streaming in Shanghai and Chengdu with audiences of 5.6 million and 7.8 million respectively.
Rapidly grew his Chinese fanbase and secured high-profile brand collaborations with Xiaomi, BYD, Huawei, Xpeng Motors, robotics firms, high-speed rail, and drone delivery platforms.
His popularity showed the strong market potential for foreign influencers in China, despite controversies around his interpreter, Li Meiyue, whose mistranslations and inflammatory remarks drew public backlash.
MrBeast (Jimmy Donaldson)
The world’s top influencer with around 800 million followers worldwide.
Entered China in early 2025 by joining Bilibili and Douyin, where he has already gained over 9 million followers combined without ever visiting China.
Plans to visit China in Q4 2025 to film a large-scale challenge show, aiming to push his total fanbase beyond 1 billion.
Khaby Lame
The world’s second-biggest influencer with 259 million followers globally.
Began expanding into China in July 2025, opening accounts across major platforms.
Famous for his “shrug and eye-roll” reaction memes, which are already widely circulated among Chinese netizens, giving him an immediate cultural foothold.
RISKS
A South Korean influencer who rose to fame in May 2025 on Chinese platforms by parodying the “Korean CEO” look and performing exaggerated eating shows.
Quickly amassed 1.5 million followers, with some videos earning hundreds of thousands to over a million likes. However, he faced a sudden downfall after personal information leaks exposed his real identity.
Blogger @Xinshidandan once gained nearly 4 million Bilibili fans but declined after being accused of using offensive background music.
Bart, who rose by singing Chinese songs, was later exposed for having his content curated and lyrics chosen entirely by a Chinese MCN, with little personal understanding of the culture.
Explained
The rise of IShowSpeed in China is part of a wider trend of foreign influencers entering the Chinese market, from Russian blogger Vuhlaff (“I love China” slogan) to the street-interview account “Foreigner Research Association.” His success was due to his energetic and humorous content—doing kung fu, climbing the Great Wall, riding scenic elevators, and even singing Chinese meme songs.
Behind-the-Scenes Players
MCNs (multi-channel networks) are the main driving force:
Planner specialises in bridging cultural gaps and working with internet celebrities.
MCN-driven strategies: Successful entries are carefully planned, not random—covering itinerary, sponsorships, content adaptation, and localisation.
Cultural respect + creative content: Beyond praise, creators need to genuinely engage with Chinese traditions and produce entertaining, customised material.
Rising audience expectations: Simply being foreign is no longer enough; Chinese audiences are more selective and critical.