Articles by Jotham Lim (149)
Celebrity Marketing in China: What Philips and Jay Chou Show
Philips' Jay Chou campaign drove 428,171 posts and moved the brand's social discussion towards under-30 consumers. What celebrity endorsement in China delivers.
China Online Fashion Sales Hit CN¥ 695B as Shoppers Trade Up
Online fashion sales on two of China's largest marketplaces reached CN¥ 695.48B in MAT2025 as outdoor apparel grew 21.5% and shoppers traded up.
China's Anti-Aging Market Grew 30.3% as Body Care Rose 284%
China's anti-aging market reached CN¥65.49 billion in H1 2025, up 30.3% YoY, as body care grew 283.9% and men's anti-aging buzz rose 83.7%.
Treadmills, Exercise Bikes, Ellipticals: How AI and Apartment Living Are Reshaping China's Home Fitness Market
How AI is reshaping China's fitness-equipment market in H1 2025: connected-product trends, consumer behaviour and category-demand signals from Moojing data.
Pet Owners, AI Workouts, and the Data Behind China's Home Appliance and Fitness Equipment Shift in H1 2025
China's home-appliance and fitness-equipment market in H1 2025: category sizing, fast-growing segments and consumer-demand signals from Moojing data.
How Imperfect Baking Content Drove 2.5M Interactions in China
An imperfect baking blogger's cupcake videos generated 2.5M interactions on China social media, revealing why authenticity beats polish.
Cakes Capture 95% of China's Baked Goods Social Buzz in Q1 2025
Cakes command 95.4% of whipping cream baked goods social buzz in Q1 2025, surging 148% YoY as consumers shift from consumption to emotional expression.
China's AI Hardware Market Hits CN¥ 2.39B in Q1 2025
China's AI hardware market reached CN¥ 2.39 billion in Q1 2025, with six of seven categories posting double- or triple-digit YoY growth.
Tofu Seasonings: Social Media Recipes Drive Market Growth
China's tofu seasonings reached CN¥ 110.6M online as viral social-media recipes created breakout products, turning a niche condiment into a growth category.
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