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30 Chinese KOL and Influencers in 2020

All about Chinese Travel KOL In 2020 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.

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. According to E-marketer, spending on China’s shopping apps reached USD 1.53 trillion! So in year 2020, not only Weibo and WeChat influencers will have much work to do, but influencers from mobile apps such as Douyin (Chinese Tiktok), Weitao (Blogging site of Taobao), Red (Xiaohongshu) who may not have Weibo or WeChat account will be involved greatly in promotional campaigns of the brands. 

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.

How Chinese Travel influencers help your business in 2019-2020? 

Chinese KOL and Influencers are becoming more and more essential to foreign businesses that want to attract Chinese tourists. From Airport Duty free zones to local restaurants, Chinese KOLs create one of the strongest new media channels and travel references for hundreds of thousands of fans. 

Some of the most important advantages of Chinese KOL marketing are: 

But the big question still remains: how can I make sure the campaign followers reach my destination? With that in mind, campaign of the influencer better include the exact location of the promoted destination, best ways to reach it and the best features of the destination that will bring value to the traveler’s life (special experiences, great deals, new products or services).

Indicating your business location in KOL campaigns

Apps like Douyin and RED allow KOLs to pin down the location they talk about. When follower clicks on that link, more information could be available about the spot. 

Linking locations of RED

Following the link, users see more information such as Business hours and address

Clicking on Business hours will take users to specific page about ticketing and other relevant details

Most of information could be described in the KOL post, but it is best not to over do the business side as it could make a post very commercial and not too attractive. 

Top KOL apps and social media platforms for travel industry

When brands think about using KOLs and Influencers to advertise to Chinese tourist, it is important to understand the social media landscape of traveling industry in China. Unlike the west, Chinese tourists have dozens of sources to rely on when travel. 

XIAOHONGSHU (RED/Little Red Book): before traveling 

This app is mostly used by Millennials and Gen Z women from top-tier cities in China. Red’s main purpose is review and recommendations. Started as cosmetics and skin care cross-border app, today Red is one of the top apps for all kinds of advice giving including travel. 

Brands use Red to cooperate with Chinese KOL on a “organic” level, where the advertising is not too obvious. Red provides a “brand station” type of account where brands do not sell anything, but have a brand information page  with latest updates and videos. 


red xiaohongshu for influencers marketing traveling
red xiaohongshu brand station account

QUNAR Blog: While traveling 

When people are on a go at the destination, and want a little extra advice, they go to 2 main platforms: Qunar and Dianping.

Qunar is one of the very first Chinese travel ticket booking engine and travel blog. One of the differentiating points of Qunar are the running comments lines on featured image of the post. Qunar is easy to use, and popular among 

qunar blog for travel chinese KOLs

Access to Blogging space in Qunar App

qunar blog for travel chinese KOLs

Qunar has 400 million registered users and 40,3 million active monthly (Feb, 2019)  users and still growing with a speed of about 2% a month. 

chinese travel apps rank

Leading Chinese Influencers in Travel Industry:

Shenwei#1 Chinese KOL and Influencers in Travel 

Name: Shenwei

Followers: 5.69million 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. Shenwei KOL 2020 Chinese


Layla#2 Chinese KOL and Influencers in Travel 

Name: Layla

Followers: 4.9 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. Layla is partly famous because of her divorce with one of the most popular actor/TV hosts of China, party for her freedom spirit. Today Layla is communicating to the audience via Wechat as well, creating long article that feel like chapters of a book. 

Layla Chinese  KOL travel

Her follower base is mainly highly educated Chinese travellers from top tier cities of China with a substantial travel experience. Attracting more than 85% of female travellers, Layla has a strong commercial influence on her followers, with Weibo organic engagement rate of 1,5%.


layla china audience social media, Chinese Travel KOL

Layla weibo influencer, Chinese Travel KOL

Molly#3 Chinese KOL and Influencers in Travel 

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”. Chinese Travel KOL 2020



 Zhang and LiangNAME: Zhang and Liang

FOLLOWERS: 2,021,420 on Sina Weibo

Zhang and Liang are a couple. They are involved in producing “侣行” (lǚ xíng), a popular program about traveling to unusual, ‘off-the-grid’ places, such as Somalia, Oymyakon in Russia, Syria and Afghanistan, where they give people an unfiltered view of the real lives of others. The adventurous couple have even been to the Chernobyl Nuclear Power Plant. Their program shares history, facts and interesting information on regions and topics that are not usually openly discussed in China. It is only available for viewing on a few video websites, such as Youku. After the programme became well known, it attracted sponsorship from Mercedes-Benz as well as other major companies. Zhang and Liang

Cao#5 Chinese KOL and Influencers in Travel 

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.

Janice#6 Chinese KOL and Influencers in Travel 

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. Chinese Travel KOL

Jia#7 Chinese KOL and Influencers in Travel 

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. Chinese Travel KOL

Winnie#8 Chinese KOL and Influencers in Travel 

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. Chinese Travel KOL

Claire#9 Chinese KOL and Influencers in Travel 

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. Chinese Travel KOL

#10 Chinese KOL and Influencers in Travel 

Name:  Qiao Da Bai

Followers: 200K

One of the Chinese Micro Influencer covering travel, motherhood and lifestyle. Qiao has a very sticky follower base and is talking to a Chinese followers abroad (UK). She is using vlogging to talk about her eventful life filming from different cities of the world. In China she has created a few blog and vlogs together with Leila.

Chinese Travel KOL


Chinese Micro influencers in 2020

Want to work more closely with Chinese Micro KOL and Influencers this year? Make sure your money are not wasted, but also plan to work on your content on a compelling and genuine way. Lot’s of foreign brands use a micro-influecer strategy to attract young clients from China, and are doing it well!

Want to receive a list of Chinese micro influencer and a personalised strategy on how to work with them? Shoot us a message!


Top Chinese KOL in Cosmetics


#1 Kevin

Followers: 54.65million on SinaWeibo

Mr. Kevin Chou is a famous stylistin Taiwan and one of the hosts on Taiwan’s hottest variety show “WQueen”. Zhou was deemed “makeup king” by the industry. He created his own brand,BeautyMaker, which is tailor-made for Asian women’s skin and ivory toned skin color. It can take into account the skin and skin color of Asians and he currently resides in Taipei, Taiwan. In 2005, he entered the “WQueen” team and became a makeup icon in both Taiwan and mainland China. In 2008, his book, “Bare Makeup Bible and Beauty Make-up Collection”, which took him over a year of painstaking efforts, was published and sold more than 130,000 copies in three months. This book became the best-selling fashion lifestyle book in Taiwan in five years after “Beauty King“.    


Doctor P

Followers: 36.04million on Sina Weibo

Doctor P was born on February 8th in Taiwan. He is known as a makeup artist, skin care specialist and also an image designer. Having built up an incredible following, he is now invited by numerous beauty TV shows including “女人我最大”, “我要你最美”, “今夜女人帮”, “美丽俏佳人” and “我是大美人”.Hegives accurate and special advice for beauty and image design and also to tell women how to deal with their skin or hair problems. He is also the founder of “媲美网” and a makeup brand named JMIXP to provide Asian women with trendy, simple and practical makeup solutions. In addition to that, he has his own signature columns in several magazines including  “时装L’OFFICIEL” (Fashion L’OFFICIEL),  “时尚COSMO” (Fashion COSMO) and others.  



Followers: 7.40million on Sina Weibo

MoMo was born on December 29, 1991 in Beijing. She is the founder of Mo Amour Essential Oil and is a popular Weibo blogger. In 2010, she founded MmeAmore Cosmetics (Beijing) Co., Ltd., and for the first time presented “one to one Aromatherapy customized skin care” in China. In 2014, she established “MeiMoDream Fund” for the urban women’s beauty and dream. This post-90’s beauty has been famous on the Internet for a long time. The reason for her fame is because she is absolutely shocking and glamorous. She is a member of the Baidu MCC Hall of Fame, SinaWeibo celebrity, beauty, and CJ ShowGirl. As a famous taobaogirl, her popularity on the Internet has always been high because she shared her beauty with many people. She is also a British IFA aromatherapist, the founder of MimoEmalcosmetics, the owner of Mo Amour Essential oil shop, and the founder of Mo Amour essential oil.  



Followers: 3.94million on Sina Weibo

Jun is the founder and CEO of the JUNPING brand. He was born in 1981 and graduated from the Department of Journalism and Communication of Zhejiang University’s School of Humanities and Communications. After graduation, he worked for well-known Internet companies such as Sohuand Object Software and was responsible for the operation of online games. Throughout working in Shanghai, Beijing and other places, he is getting familiar with the aromatherapy and beauty fashion industry. He later returned to Hangzhou to establish the FAC HuajianMiyuAroma Life Concept Store and the JUNPING brand.  



Followers: 3.68million on Sina Weibo

Born in 1992, Amiu is a famous Model at taobaogirl ShowGirl.  In the past ten years she was earning her living by modelling for car exhibitions and gaming events, as well as winning a few talent awards, bringing her fame and business in the Influencer market.  Nowadays she is one of the most recognised beauty industry influencer, working with many cosmetics and skincare companies, including Meitu Beauty. She is: 2012 Most Popular taobaoGirl Rayli10th Cover Model Competition All-Art New Talent Award RayliStar 2010 Hangzhou Runner-up



Followers: 3.01million on Sina Weibo

Features: fashion favorite, beauty blogger With a social influence of 3 million Weibo fans and 3.3 million live broadcasters, 2.76 million fans in seconds Chony also has an amount of 9.99 million fans in the US. Her cooperations with the magazines “Yi Zhou”, “RuiliCostume Beauty”, “City Beauty” and brands, such as  L’OrealParis, Givenchy, CHANEL, SISIDYLL, TOM FORD has increased her influence dramatically in the past year, brining great gigs for way, such as an invitation by L’OrealParis (2016) to participate in Paris Fashion Week, recorded with Akasaka Sakai, and China’s Hunan Satellite TV’s 2017 New Year’s Concert. Awards: • May 2016 Shortlisted  BeautyBeautyBlogger • December 2016 Beauty V Awards China’s Top 10 Beauty Makers Award • August 2017 Fashion Reds Summit “Fashion Elite” Award • December 2017 The Top 10 Beautifier Awards for Beauty V-Awards • September 2017 Invited to participate in the Global Fashion Elite Summit    




Followers: 2.05million on Sina Weibo

She was the first beauty makeup queen in the entire network, has a variety of styles, and has strong beauty skills, especially fashion imitation makeup and creative makeup. Her content is distinctive in style with great affinity and strong fan appeal. She has brand cooperation experience, a high conversion rate, and is loved by first-tier brands. She has participated in major fashion weeks, filmed Dell’s promotional video, and also participated in URBAN DECAY’s events with idol Ruby Rose. It is not too much to say that her fans are “winners in life”.  


Earning about 300 million RMB (USD 46 million) in 2016, her income ranks higher than some of the most famous celebrities in China. What makes her special: Zhang Dayi was one of the first Chinese KOL  who started to introduce products via live broadcasting. She is also one of the first people in China who created affordable designer clothing. Despite the fact that Zhang Dayi is a relative novice in the world of fashion design, her loyal online fan base were quick to show their support for her rising brand, purchasing her latest collections online. The ‘blogging and live broadcasting’ combination has proven to be effective in the viewers/fans/followers-to-sales conversion to her Chinese fashion blog, and Zhang Dayi knows how to do it well. On her live broadcasts she streams feeds from her warehouse, material room and pattern office, taking her followers ‘on her journey’ with her, from brainstorming patterns for her garments to how they are made; this forms a strong trust with her audience and keeps them involved. Today Zhang Dayi’s influence is perhaps even more powerful than some of China’s most famous movie stars and singers.


Top Chinese KOL in Food

Chinese KOLContent : food Main platform : Sina Weibo Follower base : 4 000 000 Started to post : 2010

Tata is one of the first food bloggers in Guangzhou this Chinese KOL is introducing his followers to various new restaurants and culinary delights. For the last 7 years he has introduced more than 3,000 restaurants to his 2.5 million followers through photos and articles. He strictly filters which restaurants he covers; only the best are making it to his pages Today TATA is invited to advertise products of some of the biggest brands, including Sharp’s high end fridges and other kitchen appliances.  In 2016 he was awarded the Food WeMedia Best Influence” award. What makes him special: Guangzhou has always been a heaven for Chinese foodies; on a visit to Guangzhou, the food is one of the most memorable experiences visitors will take back with them. TATA’s channel will be the first port of call for anyone planning to visit Guangzhou who wants to know where to find the best local and international dishes. TATA has successfully positioned himself as highly respected foodie and food blogger, with audiences keen to follow his recommendations and food and restaurant brands eager to have him as a brand ambassador.

Looking for or have questions about Chinese Micro Influencers? Check out our Chinese Micro Influencer Marketing Guide!
Mi Zijun
Chinese KOLBorn in: 1992 Content : food eating contests Main platform : Sina Weibo Follower base : 4 300 000 Started to post : 2010

  Chongqing native Mi Zijun is a famous blogger and a Chinese KOL on Sina Weibo and a huge food lover! She has gained fame for eating food: a lot of it, and very quickly.  Mi Zijun famously broadcasted herself finishing 10 cups of super spicy instant noodles within 16 minutes and 20 seconds, and also wowed her audience at a rice-eating competition in Hangzhou after downing over 4 kilograms of plain white rice in one sitting. With more than 4 million followers on her Weibo, Ms. Mi opened an online snack store at Taobao which is named “大胃王密子君零食店”, which translates to “The king of big stomachs – Mi Zijun’s snack shop”. Her unbelievable food feats have attracted a large amount of attention and a huge following online, and restaurant and food brands have been eager to capitalize on Mi Zijun’s wide audience. Today Mi Zijun works with many famous restaurant brands and their promotions, such as Pizza Hut’s Home Service.  Chinese influencers food lovers are getting the top Restaurants typically enjoy a 10% increase in traffic after she has broadcasted about it.  She is also invited to appear on many popular Chinese TV shows to show live audiences her astonishing eating abilities. What makes her special: The amount of food this petite girl can put away is incredible. The phenomena seems to work well, attracting more and more curious crowds to her video sites, which in turn make her an influential marketing ambassador for food brands or restaurants.

Top Chinese KOL in Sport 


Expertise: Sport

Followers: 20 Million on Sina Weibo

Chinese national platform diving athlete and an Olympic champion. He participated in the Olympic Games for the first time in 1996 and won the 4th place in the diving men’s single 10-meter. Winning a gold in Sydney Olympics in 2000 has brought him an ultimate fame and recognition. Quickly he has become a diving prince in the hearts of the nation with his friendly smile and handsome appearance. Having a smashing career, he got more than 70 gold medals in his home at Tian Liang. In March 2007, Tian Liang announced his retirement. He won the Best Diving Athlete Award in 2012 and entered the International Swimming Hall of Fame. In 2007, he participated in the inspirational love movie “Watering Lotus” having his first tried in the entertainment business. In June 2012, he played the big-eyed heroes in the family-inspired inspirational movie “Run Out of the Sky.” Nowadays he still is taking some roles in the TV dramas, tasing two children, and cooperating with brands like OFO bikes, VIVO, Nestle etc.

Name: MIYA

Expertise: Yoga&TV personality

Followers: 3.8 Million on Sina Weibo

MIYA, born on May 24, 1987 in Yunnan Province, is a yoga instructor, model, actress and moderator. In 2010, she was known by netizens for participating in the activities of Tencent’s famous car beauty.  In April 2012, she became the image ambassador and head coach of the Third Chinese Thousand People Yoga Conference. In March 2013, she served as an advocacy ambassador for the Global Sleep Day charity event. In August 2014, he served as the finalist for the Hunan TV station “Star Sisters Election”; in December, he starred in the personal screen debut “Confidential Tracking”. In 2015, he starred in the action myth movie “Journey to the West: Three Dozen Bones”. In May 2016, Ms. Mei Qiya served as the image ambassador for the China-India Yoga Conference. In January 2017, she starred in the action comedy “Kung Fu Yoga” and she also won the 4th China-Australia International Film Festival Best Supporting Actress. In October, she starred in the costume drama “Day.”

Name: Tiffany

Expertise: Yoga&Health

Followers: 734K on Sina Weibo

A Yoga teacher from Shanghai, she collects up to 50K of views per broadcast from yoga fans all over China. Last month in a cooperation with WAGAS and Alibaba, she did a yoga workshop for a few hundred attendance that was broadcasted as well. So far she recorded and released more than 150 classes of yoga, becoming one of the most influential yoga instructors of Chinese social media world. She is also one of the most down-to-earth influencers, openly sharing pictures of her simple life, her children and her travels.

Name: Rossie

Expertise: Yoga&Health

Followers: 490K on Sina Weibo

Rossie is a yoga teacher, who flight one of the most common, yet hardly curable sicknesses – depression. Being diagnosed with depression 6 years ago when living in the US, she tried to fight it in several ways, yet nothing seemed to work. So at one point she decided to quite her job and travel, promoting yoga.    

Chinese KOL in Parenthood

Name: Linda

Expertise: Health&Parenthood

Followers: 260K on Sina Weibo

She is a super Mom, she is a super sportswoman. Promoter of the White Swim Meet, image ambassador for the Guangzhou Metro Marathon, parent-child sportsman, breakfast blogger and travel expert! With only 260K+ followers she has one of the highest follower engagement rates, making jealous those KOLs with millions of followers. Cooperating with the popular Chinese APP – VIP (WeiPinHui) and companies like Nike, she promotes sport, health, parenthood and healthy food.    

Kate CHERNAVINA30 Chinese KOL and Influencers in 2020

Chinese KOL in Sport, Parenting, Travel, Skincare, Health

We have put together 15 more profiles of the most followed Chinese KOLs in the industries we have worked with in the past few months: Skincare, Travel, Health, Sport, Parenting. These people create a new way of promotional marketing, engaging their followers on a daily/weekly basis and are helping brands find their customers in the endless ocean that is the Chinese market.

Kate CHERNAVINAChinese KOL in Sport, Parenting, Travel, Skincare, Health

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