Top 9 Chinese KOL in the Travel Industry in 2018

KOL (Key Opinion Leader) Marketing, sometimes called Influencer Marketing, is an indirect type of marketing that aims to promote brands, products or services via advice or reviews. In 2018, China has become one of the most KOL Marketing friendly countries, allowing the top KOL of CHINA to create their own media channels. Today we will take a closer look at those who promote travel for Chinese consumers, while playing a big part in the industry by being frequent travelers themselves.


Name: Shenwei

Followers: 5.19million on Sina Weibo

Brief Introduction:

Shenwei takes a refreshing approach to his writing and is also a globe-trotter. . He has written travel literature including “Let’s go! You still have your youth and dreams” and “The day I met the world”, a personal growth novel “Dear, have you been lonely?” and romance novels such as “I like you, you know? ” and ” I miss you, you know?”.

He has also been invited by many television and radio stations to host shows. He has been a guest on shows including “Big Entertainer”, “Fashion Icon”, “Travel Channel Travel Sharing Session”, “Mobile Vision”, “The Choice”, “Qilu World” and many others. He has his own travel show on  Xiamen Tourism Radio, FM94.0 called “The Travel Diary of Shenwei”. He also has his own travel programs on Youku and Tudou.

Shenwei acts as the travel ambassador for Sina Tourism and Travel, global hotel experience ambassador for Ctrip and public welfare ambassador for Zhongxin Travel. He has also been appointed as the Bazaar public welfare celebrity. Shenwei has been  invited by Canada, New Zealand, Thailand, Cambodia and some domestic tourism bureaus to promote their tours and hotels.




Name: Layla

Followers: 4.8 million on Sina Weibo

Brief Introduction:

Through WeChat and Sina Weibo, Layla has created China’s first “Female Private Collection of Independent Travels” IP with 4.8 million loyal followers. She is helping to shape a new image of Chinese women as travelers with “Independence + Cultivation + Insight”. Her unique travel model is based around her tagline “In-depth travels by an independent female – do not follow fashion to explore the destination”. She has also created her own successful brand and is highly regarded as a travel KOL. Partly famous because of her divorce with one of the most popular actor/TV hosts of China, party for her freedom spirit,




Name: Molly

Followers: 3.59million on Sina Weibo

Brief Introduction:

Molly, also known as the Globe Traveler, is a columnist, screenwriter, actress, model and popular blogger. She graduated from East China Normal University and was raised in a family of performers.

Since her time at university, she has visited many countries including Japan, South Korea, Laos, Cambodia, Thailand, Vietnam, India, Malaysia, Sri Lanka, Iran, Armenia, Karabachos, Georgia, Turkey and others. Her moving quote “I’m only worried about one thing: I won’t finish seeing this world before I die” has inspired and moved many people who now follow her travels through photos and articles. Her followers on Weibo, travel websites and other platforms can appreciate the culture and customs of the different places she travels to. Molly has also published several works including “Travelling with Molly” and “Shimmering on the Road: Travelling with Molly 2”.




Name: Lan

Followers: 3.16million on Sina Weibo

Brief Introduction:

AZinan, whose real name is Jin Yinan, is a travel photographer, travel writer, freelance writer, and major media columnist.

She has been on her journey for 10 years. In this time, she has visited various domestic provinces, cities and autonomous regions in Europe, the ASEAN region,  Asia, Africa, North America, the Pacific Islands and others. Unlike other professional travelers, Jin Yinan is also has an office job working in the media industry. Despite having a day job, she makes use of her holiday time to turn travelling into a habit.




Name: Cao

Followers: 2.97million on Sina Weibo

Brief Introduction:

In the 90’s Cao found he had more free time outside of work. As a result, he began to travel widely and fell in love with travelling. He was one of the first groups of tourists from China to gain a travel visa to Japan. During this trip he drove around Japan, tackling some of the more challenging driving routes. Since then he has done a lot of self-drive travelling, including driving through Tibet. He describes himself as a person who “loves to travel and fiddle with the camera” and as “an individual who is passionate about self-driving!”

He is now a columnist for China National Geography and is well-known as a traveler on Weibo. He was named as one of the Weibo top 10 influential tourism giants in 2015-2016, having 2.49 million followers at the time. His company designed “Self-Driving in China, Russia, Mongolia: Journey to Ancient Tea” which won the 2017 “Top Ten Foreign Self-Drive Routes of the Year”. Their earlier publication “The Ten Thousand Kinds of Self-Driving Courses to Ten Thousand Kinds of Customs” was a runner up for “China’s Top 10 Self-Driving Route” in 2016.




Name: Janice

Followers: 2.94million on Sina Weibo

Brief Introduction:

Janice comes from Guangdong. She is running her own company, and owns 2 Taobao shops. Her passion is all about discovering unique and fashionable clothing in different countries and bringing it back home.



Name: Jia

Followers: 2.80million on Sina Weibo

Brief Introduction:

Jia has many identities: travel expert, photographer, well known blogger and Weibo star.  Despite his good looks, Jia would rather make a living from his photography skills. He has travelled to the Netherlands, United States, Brazil and  Australia, leaving his footprint in one country after another. Jia has walked over mountains and rivers to see the world. He shares his stories and the meaning of travel with his fans.



Name: Winnie

Followers: 2.18million on Sina Weibo

Brief Introduction:

Winnie is a well-known food tourism blogger, Weibo Travel Player, hotel experience expert and reporter for the China Photography Association. She has travelled to over 30 countries in the Americas, Europe, Africa and Asia and to Australia, as well as all over China. She holds the role of Promotion Ambassador for Quzhou Network Travel and is also the public image spokesperson for Yushu Tourist Administration.



Name: Claire

Followers: 2.1M

Having been over 30 countries and 100 cities, Claire gained millions of loyal followers on weibo and other platforms by taking high quality photos and sharing traveling experience. What makes her special is that she claims to travel with beauty and love in a smart way rather than hard or tough. As a result, In 2017, she was awarded as one of the top 10 most popular and influential travel KOLs in China. She also took part in the reality show《K-WAVE》in Seoul invited by COSMO.


Kate CHERNAVINATop 9 Chinese KOL in the Travel Industry in 2018

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