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Jotham Lim

Jotham Lim

Head of Global Marketing

Jotham Lim Ee Chen is Head of Global Marketing at Moojing Market Intelligence. He leads content strategy and market communications, translating complex APAC e-commerce data into actionable insights for international brands and retailers.

Articles by Jotham Lim (149)

China's AI Toy Market 2025: The Rise of Emotional Companions
Insights

China's AI Toy Market 2025: The Rise of Emotional Companions

by Jotham Lim

China AI toy sales hit CN¥ 740M (+427% YoY) in 2025, as trendy plush toys grew 1,466% and emotional companionship outpaced robots.

Consumer Electronics Toys & Games
China's Online 3C Electronics Sales Topped CN¥1.1tn in 2025
Insights

China's Online 3C Electronics Sales Topped CN¥1.1tn in 2025

by Jotham Lim

China's online 3C electronics sales passed CN¥ 1.1 trillion in 2025, up 18.5% on fewer units, as power-bank certification rules and AI toys drove growth.

Consumer Electronics Toys & Games
China's Online Pet Supplement Sales Up 20%, Fastest Segment
Insights

China's Online Pet Supplement Sales Up 20%, Fastest Segment

by Jotham Lim

China's pet supplement market hit CN¥ 3.69 billion with +20.3% YoY growth. Cardiovascular health doubled at +107.9%. Data inside.

Health & Wellness Pet
How Haidilao Restructured Its Restaurant Network in 2021
Insights

How Haidilao Restructured Its Restaurant Network in 2021

by Jotham Lim

Why Haidilao closed restaurants opened during the pandemic, and how a smaller network and a move into online retail prepared the hotpot chain for 2022.

Food & Beverage China
Seven Super Categories Defied China's 2022 Market Slowdown
Insights

Seven Super Categories Defied China's 2022 Market Slowdown

by Jotham Lim

Seven categories grew over 15% YoY at CN¥ 10B+ scale on two leading Chinese marketplaces in 2022, while most large categories came under pressure.

China Consumer Trends E-commerce & Channels
Haidilao's Future Food Lab Enters Self-Heating Hotpot
Insights

Haidilao's Future Food Lab Enters Self-Heating Hotpot

by Jotham Lim

Haidilao's Future Food Laboratory launched instant Cantonese soup to compete with Mo Xiaoxian in China's self-heating hotpot segment.

Food & Beverage China
China's Health Food Category Defied the 2022 Slowdown
Insights

China's Health Food Category Defied the 2022 Slowdown

by Jotham Lim

Health food grew 21.5% on two leading Chinese marketplaces in 2022, the strongest of their top 20 categories, as consumers cut discretionary spending.

Health & Wellness China E-commerce & Channels
How Haidilao Took Its Hotpot Condiments Online
Insights

How Haidilao Took Its Hotpot Condiments Online

by Jotham Lim

How Haidilao carried the trust built in its hotpot restaurants into online sales of seasoning bases, dipping sauces and self-heating kits.

Food & Beverage China E-commerce & Channels
Indonesia boasts the largest online beauty and skincare market in Southeast Asia
Insights

Indonesia boasts the largest online beauty and skincare market in Southeast Asia

by Jotham Lim

Beauty and personal care sales on a leading Indonesian marketplace reached USD 1.82 billion in 2023, up 35%, with skincare above USD 595 million.

Beauty & Skincare E-commerce & Channels

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