Hong Kong – To effectively engage the influential Mainland Chinese expat demographic in Hong Kong and drive growth, brands must implement culturally attuned strategies, as outlined in a recent whitepaper by EternityX.
With exclusive research from EternityX’s ‘PilotX’ platform and a proprietary survey conducted with MobTech, the whitepaper acts as a strategic blueprint for brands aiming to capitalise on the high-value demographic of Hong Kong’s Mainland Chinese expat community. By gaining insights into the economic influence and cultural preferences of this demographic, brands can craft targeted campaigns that resonate profoundly and foster sustainable growth.
According to the report, Mainland Chinese expats, especially those aged 35–54, are an affluent and highly educated group holding influential positions in technology, marketing, and government sectors. In addition, more than 65% have a bachelor’s degree or higher, and 72% earn over HKD 40,000 per month.
The report also reveals that women in middle- and high-income brackets are leading substantial spending growth, with their investments in finance, real estate, and luxury goods far surpassing industry index averages.
This indicates that brands overlooking this key demographic risk missing out on a highly influential consumer segment.
Charlene Ree, CEO of EternityX, emphasised, “Mainland Chinese Expats are fundamentally reshaping Hong Kong’s business landscape. By strategically aligning with this group, brands can bridge business growth with deeper cultural integration, ensuring that their initiatives resonate and drive lasting market impact.”
Additionally, Mainland Chinese expats remain strongly connected to their cultural roots through platforms like WeChat, Douyin (known globally as TikTok), and Xiaohongshu.
WeChat remains the leading platform, with over 80% of expats using it daily. Its multifunctional features—spanning social interaction, mobile payments, and e-commerce—make it the top channel for consumer engagement.
Meanwhile, Douyin and Xiaohongshu are increasingly being used for entertainment and purchase decisions, particularly by affluent expats seeking lifestyle inspiration. Brands have the opportunity to craft compelling content that engages expats in an organic, relatable way.
These channels are essential for brands aiming to build long-term loyalty and foster authentic engagement. The report highlights that incorporating culturally resonant content on these platforms can deepen connections and cultivate lasting trust.
EternityX’s whitepaper advises brands to analyse the media habits and advertising preferences of Mainland Chinese expats to craft more effective, culturally resonant campaigns.
The report finds that Key Opinion Leaders (KOLs) play a crucial role in influencing purchasing decisions, underscoring the need for brands to collaborate with KOLs to build credibility and trust. This is especially important for engaging younger Mainland Chinese expats who actively follow influencers on platforms like Douyin and Weibo.
Additionally, short-form video content, social media feeds, and in-app banners provide highly engaging touchpoints, offering brands direct access to expats’ daily lives. Utilising these channels enables brands to maintain constant visibility and drive higher conversion rates.
“The key to successful engagement lies in brands adopting a culturally attuned strategy. Whether through influencer collaborations or relevant content on trusted platforms, brands need to meet Mainland Chinese Expats where they are most active… while maintaining authenticity and respect for their cultural values,” Ree explained.
To effectively engage the Mainland Chinese expat market, the whitepaper advises brands to reassess and adapt their strategies continually. They must regularly evaluate their marketing approaches to remain aligned with the evolving preferences of this demographic. By leveraging data-driven insights and the proven effectiveness of digital and influencer marketing, brands can cultivate loyalty and achieve sustainable long-term growth.
Moreover, to maximise ROI, brands should prioritise early adoption and tailored engagement across platforms like WeChat, Douyin, and Xiaohongshu to gain a first-mover advantage in a competitive market.
“This whitepaper is more than a strategy guide—it’s a call to action for brands to adapt, evolve, and harness the full potential of Mainland Chinese Expats. By understanding their unique behaviours and values, brands can create authentic connections that foster growth, loyalty, and long-term success,” Ree concluded.
