INSIGHTS
14 Aug 2025
Kickoff event held in Singapore on 14 August 2025 unveils a powerful new consumer segment reshaping premium markets and digital ecosystem
DJM Consulting proudly supported the official launch of EternityX’s latest whitepaper, “S.E.A. of Change: The Rise of Chinese Media Users Redefining Modern Living and Consumer Power,” which debuted at a special event in Singapore on 14 August 2025.
The research presents critical new insights into an increasingly influential audience segment: Chinese media users living in Southeast Asia. With high digital engagement, premium spending power, and cultural fluency across borders, these consumers are redefining what growth looks like for brands in Singapore, Malaysia, and Thailand.
Key findings from the whitepaper include:
Over 40% spend more than USD 7,000 annually on premium products and services
The segment shows strong influence across retail, travel, financial services, and luxury
60%+ allocate 21–40% of income to savings and investments
82% engage 1–4 hours daily on digital media platforms
70%+ rely on Chinese platforms such as WeChat, Douyin, and Xiaohongshu for lifestyle, information, and purchasesStrong cross-border e-commerce appetite, particularly in Singapore (41%) and Thailand (42%)
Preference for Simplified Chinese content, enhancing trust and purchase intent
Deric Wong - CEO of DJM Consulting and Global Chief Business Officer at EternityX - shared at the event:
“Chinese Media Users are not just consuming—they’re shaping expectations, setting trends, and redefining influence in Southeast Asia. Brands that want to lead must move beyond traditional borders and meet these consumers where they are: culturally, digitally, and emotionally.”
Charlene Ree. CEO & Founder of EternityX said:
“They bridge cultures, redefine value, and expect brands to engage them with depth and relevance.”
Country-Level Insights: What Makes Each Market Unique?
Singapore – Legacy Architects:
Singapore’s Chinese Media Users are financially disciplined, quality-oriented, and trust-driven. 42% spend over USD 7,000 annually, with top categories including Travel (Index 115), Personal Care (107), Financial Products (104), and Luxury (102). They prefer high-end malls, engage in offline and cross-border e-commerce, and value Simplified Chinese content in advertising for its credibility and clarity.
Malaysia – Community Catalysts:
In Malaysia, Chinese Media Users exhibit strong emotional and cultural connections. 43% are premium spenders, prioritising Healthcare (Index 129), Automotive (114), Travel (109), and Luxury (106). They respond to festival-driven campaigns, community engagement, and culturally relevant narratives, preferring a blend of online and in-person experiences with high emphasis on brand trust and value-for-money.
Thailand – Aspiration Trailblazers:
Thailand’s segment is the most digitally progressive. 47% spend more than USD 7,000 annually—the highest among the three markets—with leading categories such as Liquor (Index 139), Cosmetics (117), and Electronics (109). They show the strongest preference for cross-border e-commerce and livestreaming, with purchase decisions driven by influencers, KOLs, and peer recommendations. Experience-led campaigns and social validation are essential to engagement.
Strategic Implications: The New Rules of Engagement
Marketers, retailers, and financial institutions must embrace a multi-platform, culturally attuned strategy to effectively connect with this increasingly influential segment. Brands that succeed will be those that localize across touchpoints, integrate with Chinese and local platforms, and build trust through authentic content and personalised experiences.
DJM’s strategic advisory role contributed to the framing, positioning, and insight development of the whitepaper - ensuring the findings offer not just awareness, but action for marketers seeking growth in SEA’s dynamic landscape.
This launch marks the beginning of a broader conversation. The whitepaper serves as a strategic blueprint for brands and agencies eager to tap into the next wave of consumer power.
🔗 Access the full whitepaper:
