KOLs in Hong Kong: An Ultimate Guide to Influencer Marketing

Like their counterparts across the world, KOLs in Hong Kong have audiences that follow and trust their recommendations.

According to a consumer survey conducted by Rakuten Insight in May 2023, over 56% of Hong Kong respondents following influencers on social media bought products endorsed by them. This clearly indicated that local or global brands have been effective in leveraging the KOL marketing strategy to engage and impact customers’ decisions or even expand their influence and exposure in the region.

In this comprehensive guide, you’ll discover the reasons behind their popularity through the introduction of the most popular KOLs in Hong Kong, learn why KOLs will be crucial to your marketing campaigns, and explore the ways to find the right social media influencers to collaborate with.

Let’s dive in and master the KOL marketing strategy to elevate your brand’s impact.

Table of contents

What is a KOL?

A key opinion leader (KOL) is an influential individual on a social platform, like Instagram, that consumers trust with purchasing decisions and popular opinions.

What sets a KOL apart from your regular influencer is not their follower size nor their curated aesthetics, but a specific niche and targeted audience. They could be brand ambassadors as well. Where a KOL may bask in the loose parameters of the ‘lifestyle’ thematic, KOLs narrow in one particular area of expertise. For instance, they dedicate their attention to sustainable fashion or handmade jewelry.

Because they are known for an established presence in a single niche, their followers come to regard them as experts in that field. They know who to go to for a chosen topic. It is this trust and authenticity that allows them to influence their audiences – their highly regarded opinion dictates the trends. They form the foundation of influencer marketing.

What makes KOLs so popular?

In a world oversaturated with consumer goods and pretty marketing schemes, it is difficult for us to differentiate between what is average, what is simply marketed well, and what is actually worth investing in. It is also challenging to find our footing when trends change faster than the wind; who knows what the next fad will be? We know who… it will be the KOLs.

KOLs give us direction. A KOL can point out what deserves attention. A key opinion leader can also set trends. These key opinion leaders are popular because they are regular people we can relate to – we trust that they are giving us an unbiased opinion as a consumer and an informed review as someone with true-and-tried expertise. Their social platforms are proof that they have invested their own time and money in understanding a niche, showing fans that they have grown into their position as KOL.

In Hong Kong, the fast-paced lifestyle and high consumer density have contributed to the growing popularity of KOLs, particularly on platforms such as Instagram, Facebook and YouTube. The city’s digital-first culture and heavy reliance on social media for information and entertainment have made KOLs influential tastemakers. The competitive nature of Hong Kong’s market makes consumers flooded with choices, increasing the demand for authentic and relatable recommendations. This has solidified the KOL’s position as a trusted guide.

Who are the most popular KOLs in Hong Kong?

Like most Asian cities, Hong Kong has experienced a movement toward everything digital – and marketers have been quick to hop aboard the online content trend. The influencer market bloomed overnight, although it is only recently that companies have learned to leverage KOL marketing strategy and influencers in their branding campaigns. It really can improve a brand’s chances of reaching its target audience.

1. Giann Chan

[https://www.instagram.com/chan.tsz.ying/]

Making a significant impact as a beauty and lifestyle KOL since she started her Instagram journey in 2011, Giann Chan has amassed an astounding following of over 480,000 fans. Giann has worked with multiple top-tier and prestigious brands, such as Dior, highlighting her influence and presence in the luxury market. Beyond her influencer status, Giann is also the founder of Truthis, a clean beauty brand in Hong Kong that advocates for sustainable and health-conscious beauty options, catering to the increasing consumer demand for such products.

The strength of Giann Chan as a KOL is her ability and approach to seamlessly and authentically integrate products into her content in a relatable manner, making her audience truly trust her recommendations.

2. Sue Chang

[https://www.instagram.com/suechangg/]

Also known as Miss Sue Chang, Sue Chang is a prominent Korean-Chinese social media influencer, blogger and content creator based in Hong Kong. Born on June 22, 1990, in Bucheon, Gyeonggi Province, South Korea, she moved to Hong Kong with her family at the age of seven. With her multicultural roots enabling her to connect with a diverse audience through fluency of Cantonese, Mandarin, English and Korean, Sue Chang distinguishes herself from the other local KOLs.

Her authentic and relatable persona, coupled with a professional creator approach, sets her apart. Ever since the start of her KOL career in Hong Kong, she has been involved in diverse content projects, including vlogs, language lessons, selfies, live Q&A sessions, travelogues, food series and brand collaborations on major social media platforms like YouTube, Instagram, and Facebook.

Sue makes an effort to bridge cultural gaps for her Hong Kong followers with focus on Korean culture, language and travel while providing valuable and practical information through her authored books, online resources and even her own illustrations, breaking through the language and cultural barrier. This successfully attracts audiences beyond Hong Kong.

3. Chung Chung

[https://www.instagram.com/chungchung030/]

As a KOL in Hong Kong, Chung Chung had an interesting start. It began with her passion for video gaming and online games ever since fourth grade. Then, she went on to become an active member of the gaming community and started taking on the duties as the active host on the Chinese version of Famitsu, the official Hong Kong site of a prominent Japanese video game magazine. From there, she garnered a strong following among gamers in both Hong Kong and Taiwan.

Chung Chung creates a relatable and engaging online presence through an avid and veteran gamer’s image, which is unusual among female KOLs in Hong Kong. With her personal YouTube channel “Chung Chung” currently followed by more than 241K subscribers, she owns one of the fastest-growing Youtube channels.

4. Jason

[https://www.instagram.com/hunggy9527/]

Jason, widely known as Big J in the Hong Kong YouTube community, jump started his YouTube career in 2012 with the upload of his first video. His channel predominantly features game walkthroughs and vlogs, catering to a diverse audience interested in gaming and lifestyle content. Notably, in 2015, Jason achieved a significant milestone by becoming the first YouTuber in Hong Kong to surpass 100 million views, signaling his growing influence and popularity as a KOL and internet sensation.

The trajectory of his success can be traced back to a moment when a viral video garnered 100,000 views, sparking a wager on the renowned Hong Kong forum. This event catalysed the explosive growth of his channel, propelling him to the upper echelons of Hong Kong’s YouTube scene. By honing in on Japanese culture, lifestyle and gaming content on his platform, Big J captured the attention of Hong Kong’s youthful demographic, solidifying his position as one of the most sought-after KOLs in the region. His strategic focus on these popular themes not only fueled his channel’s growth but also established him as a key influencer who resonates deeply with his audience.

5. Boris

[https://www.instagram.com/boris1027_/]

Popularly known as Boris, Boris Wong has established himself as a prominent KOL and YouTuber in Hong Kong. Beginning his YouTube journey in 2017, Boris gained notable recognition following his participation in the TV talent show. With a subscriber count of approximately 288,000 and over 54 million total views on his channel, Boris has cultivated a loyal following through his engaging and diverse content offerings.

One of his standout qualities as a KOL lies in his relatability with the younger audience. Often sharing personal experiences and insights with his young fans, Boris forges a deep bond with his viewers, leading to active engagement through comments and messages.

He also ventured further into other realms of content creation, including music videos, showcasing his versatility and creative prowess, making him an attractive collaborator for brands.

6. Jenn Lam

[https://www.instagram.com/pumpkinjenn/]

Primarily focusing on lifestyle and pet care content, Jenn Lam, also known as Pumpkin Jenn, is particularly popular for her beauty and makeup vlogs. Despite the glamorous appearance she presents in her beautification videos, Jenn doesn’t shy away from sharing challenges and rewards of being a KOL in Hong Kong. She once shared her thoughts on her reportedly lucrative monthly earnings and the intense criticisms that came with the profession. Her honesty and transparency have helped her draw a massive following on Instagram with 220K followers.

Why do you need to use KOLs in marketing?

Important KOLs are highly respected. In their fields, they are the authorities. They may readily sway talks in their profession since their followers hold them in high regard. This may have a significant impact on the brands they choose to partner with.

If a KOL positively mentions your brand, many view this as a positive endorsement of your product. Many KOL fans will choose to try your product, and if they enjoy it, they might start buying it frequently.

Imagine you manufacture sports vehicles. Many people will read an article about your flagship model if it receives a favorable review from a well-known automotive writer. Because of the review by that automotive journalist, a segment of this audience will choose to actively purchase your model.

KOLs can have an even stronger comparative impact if you produce a more affordable, widely used product, possibly with numerous competitors. Their endorsement may influence millions of individuals to choose your product over those of your rivals.

Working with key opinion leaders

Working with KOLs can help you and your products generate a lot of buzz, especially in Hong Kong. KOL marketing can be a real winner for your brand. This is especially true when KOLs employ more creative approaches, such as hosting contests or engaging in activities like the TikTok Hashtag Challenge.

You benefit from an audience unified by interests if you choose the right KOL. Even if your product is excellent, you already know that many consumers will be uninterested in it if you advertise on television.

Similar to how many individuals will give your newspaper ad no more than a cursory glance, they wouldn’t even accept a free product offer. However, if you can collaborate with a KOL who impacts the kind of people interested in your product, you’ll garner a following of like-minded followers and fewer irrelevant ones!

How to Find and Collaborate with KOLs in Hong Kong?

Whether in Hong Kong or in any other parts of the world, partnering with the right KOL is the key to marketing success these days. But to be able to achieve that, you are recommended to first understand the core values of your brand and identify your target audience.  

Once you have a clear picture of these two elements, it’s time to find potential KOLs. Leverage the hottest social media platforms in Hong Kong currently like Instagram, YouTube, and TikTok to search for influencers within your niche. You can also utilise influencer marketing platforms to streamline your search.

Building strong relationships with KOLs is essential for long-term collaborations. Engage with their content, reach out directly to express your interest, and offer value in return. When a suitable KOL is found, negotiate the terms of the collaboration, clearly outlining campaign goals, KPIs, and compensation. A detailed contract will protect the interests of both parties. Depending on the popularity of the KOL, the service fee can go from HKD 10,000 to as high as HKD 100,000 per partnership in Hong Kong.

To maximise the impact of your influencer marketing efforts, remember to continuously track the performance metrics and analyse the campaign data. This step will help you refine future collaborations.

For businesses new to influencer marketing or those seeking to scale their efforts, partnering with an influencer marketing agency can be beneficial. These agencies possess the expertise to identify suitable KOLs, negotiate deals, and manage campaigns. It presents a more comprehensive way for you to find a suitable KOL to work with and maximise the effectiveness of your KOL marketing strategy.

Final thoughts

In Mainland China and Hong Kong, KOL marketing is extremely common. They can be found in almost any industry. They are a surefire way to get more followers and reach your target market. They are especially common in subjects that promote instruction or direction. Millions of people follow some well-known KOLs as industry experts in domains of broad interest.

These KOLs have established themselves as subject matter authorities and are currently the preferred influencers in the region. As the growth of social media platforms continues to expand around the world, it’s anticipated that KOLs will be only further utilised as part of marketing strategy in the future.

If you want to engage a KOL in Hong Kong, please reach out to one of our digital strategists. We are familiar with leveraging KOLs to bring in huge revenue increases for your brand. Alternatively, if you are interested in becoming an influencer yourself, please check out our blog on how to be an Instagram influencer.  

Key Takeaways

  • KOLs (Key Opinion Leaders) are influential individuals on social media platforms, trusted by their audiences for product recommendations and opinions.
  • In a world saturated with advertising, KOLs offer a more authentic and relatable voice, allowing them to influence trends and consumer behavior.
  • Partnering with KOLs is a powerful marketing strategy, particularly in Hong Kong where consumers rely heavily on social media for information.
  • Choosing the right KOL requires understanding their niche and audience alignment with your target market.Effective collaborations with KOLs can generate significant buzz and sales for your brand.
  • Consider seeking help from an KOL marketing agency for an effective KOL marketing strategy to streamline the process and maximise your campaign’s success in Hong Kong.

What else can help your KOL efforts succeed?

You can get more from your KOL efforts using some digital marketing tactics. There are many great ways to learn about digital marketing and combine it with your KOL execution. Here are some useful blog articles that we recommend you read:

For busy business owners, you may not have the time you need to the most out of your KOL efforts. If this is the case, we encourage you to review some of our strategic digital marketing services:

Of course, more than anything, we would love to help you get the most out of your marketing efforts. If you have any questions, please get in touch with one of our expert digital strategists. It is obligation-free.

KOL FAQs

How does KOL benefit businesses?

A KOL can help build strong sales.

A KOL can help you promote a new product or increase brand recognition, boosting sales. So many consumers would follow an influencer’s advice. As such, it is obvious that a KOL might have a significant impact on your bottom line.

Why are influential people important?

Since people trust key opinion leaders, they can help attract clients who are really interested. A well-known character gives the impression that people know them personally and can trust their ideas. Even brand advocates for the business are possible for key opinion leaders.

How do you establish connections with KOLs?

It’s important to meet with KOLs in person since in-person interactions can strengthen a KOL’s loyalty to your business. Ensure that contacts and discussions are led by the proper employees in order to establish a respectful partnership.