东南亚变革之海：中国媒体用户的崛起重新定义现代生活和消费力量

THE RISE OFCHINESE MEDIA USERS Redefining Modern Living and Consumer Power Why Chinese Media Is the New Gatewayto Growth in Southeast Asia THE MARKETOPPORTUNITY There is one consumer segmenthiding in plain slight. They're not defined by passports.They're not limited by borders.And they go far beyond a niche market. They are a defining force shapingconsumer trends across Southeast Asia. PREFACEA QUIET EVOLUTIONYOU CANNOT MISS What if the consumers driving Southeast Asia’s spending and lifestyle shiftsaren’t who you think they are? At EternityX, we've observed a significant shift in Southeast Asian consumerbehaviour—the rise of Chinese Media Users. These consumers aren't definedby nationality, but by their active engagement with Chinese digital platformswhile living across Singapore, Malaysia, and Thailand. They represent asophisticated, financially powerful segment that's reshaping marketdynamics in ways most brands haven't yet recognized. In collaboration with iResearch, we present S.E.A of Change —a comprehensive analysis of this consumer revolution and its strategicimplications for brands operating in Southeast Asia. This research reveals how Chinese Media Users are redefining modern livingand consumer power across the region, creating unprecedentedopportunities for brands that understand how to engage them authentically. Charlene Ree CEO & FounderEternityX Marketing Technology “Chinese Media Users in Southeast Asia represent more than justconsumers—they are cultural bridges, economic drivers, and digitalnatives who are fundamentally redefining how businesses shouldapproach the region. By connecting brands with these influential communities, we createpathways for sustainable growth that honour cultural heritage whileembracing modern innovation.” Contents Background5 - 801 Executive Summary9 - 1202 Research Methodology13 - 1403 Demographics & Lifestyle Profiles15 - 2304 Findings & Insights24 - 7205 Marketing Strategies73 - 8006 Appendix07 81 - 84 Background01 HOW DO WE DEFINECHINESE MEDIA USERS? Let's be clear about something: Chinese Media Users aren't definedby their passports. They're defined by their behaviour. The Definition That Changes Everything: Chinese Media Users are individuals across Southeast Asia who actively engagewith Chinese-language media and digital platforms. This includes: Local Populations Chinese Expats Chinese Diaspora who are proficient inChinese and actively useChinese media platforms with cultural orlinguistic ties to China Why does this matter? Because this inclusive definition reflects a growing reality:Chinese media influence extends far beyond national and ethnic boundaries.It's reshaping digital consumption trends across the entire region. Top 10 MAU of Chinese Media in SEA Chinese digital platforms are rapidly gaining momentum in Southeast Asia,fuelled by the vibrant Overseas Chinese community and an expanding local userbase. Apps such as Douyin, Bilibili, Kuaishou, and WeChat are now essential forcontent consumption, social interaction, and commercial engagement. THE POWER OFCHINESE MEDIA USERSAND WHY BRANDS SHOULD CARE The numbers reveal a consumer segment ofremarkable scale and influence: New wave of high-net-worth individuals (HNWIs)from China.43% SINGAPORE Over 2,000 Single FamilyOffices established byend-2024—a 43% YoY rise. Post-COVID:63%of Chinese expats in Singaporereported increased spending—driving growth inluxury retail, education, healthcare, and real estate. MALAYSIA Over 24,000 Chinese nationals now holdMalaysia My Second Home (MM2H) long-term visas (2024)— more than double pre-pandemic.2X+ Affluent Chinese citizens nowmake up 30.5% of MM2H holders Chinese Expat population in Malaysia grew83-144%in just three years since 2022, driven by studentsand investors. Ranks 1st in Asia and 9th globally for retirees (2023International Living Global Retirement Index). 471% THAILAND Chinese retirees with Thai retirement visas grew471%from 2012 to 2019 (5,864 in 2019).Chinese students in Thai universities increased455%from 2013-2023 (23,457 in 2023) — takes up55%of allinternational students.In 2023, Thailand's Ministry of Labor reported41,537Chinese professionals with work permits, accountingfor22.17%of such visa holders. FOLLOW THE INVESTMENT,FIND THE INFLUENCE When analyzing consumer opportunities, investment flows oftenprovide the clearest indicators of future market dynamics. The scaleof Chinese investment in Southeast Asia reveals the foundation forsustained consumer influence. The Premium Gateway 2023: Received USD 13.1 billion in Chinese directinvestment—a 57.9% YoY increase.Cumulative stock: USD 86.4 billion—No.1 destination for Chinese outbound investment. SINGAPORE MALAYSIA The Growth Engine China is now one of Malaysia’s largest foreign investors.In 2024, Chinese investments reached RM28.2 billion(USD 6.4 billion), nearly double the previous year,accounting for over 16% of total FDI and expected tocre