Are Chinese Youth the Future of Global Culture?

Our latest research, presented in the The New Key Opinion Leader is Here report — written in partnership with Tony Wang and with data from TD Reply — evaluates how a new generation of Chinese Key Opinion Leaders (KOLs) are growing up on a different set of platforms and changing the rules of influencer marketing. We call them Cultural Opinion Leaders (COLs). Driven by Gen Z culture, COLs will set the tone going forward for how brands navigate influence in China and beyond. Here, we’re sharing an exclusive look at some of the insights retrieved from a series of conducted interviews with prominent experts on how influence is created, and shifting, in the Chinese market. Continue reading