Why brands in China are entering the podcast world

The Chinese podcast scene experienced significant growth since 2020 after the launch of Xiaoyuzhou (Little Universe), a top podcast app. Despite the challenges posed by the Covid pandemic and lockdown, podcasts have become increasingly popular, attracting an audience of over 100 million by 2022. The industry has seen impressive growth, with an average annual rate of over 15% between 2023 and 2024. 

According to Himalaya, another leading audio content app in China, the number of Chinese podcasts has grown six-fold since 2020, with 240,000 original podcast programmes on Himalaya alone. The past three years have been game-changing for the podcast industry as it aims to expand its advertising reach for brands, including finance and real estate. Meanwhile, podcast listeners are typically youthful, well-educated, and possess considerable purchasing influence.

Brands such as Giada and Nike initially joined the Chinese podcast circle in 2022. Then, LVMH unveiled its official podcast last October, which sparked a wave of excitement across the industry. In 2024, Levi's launched 'Voices of Levi's', which explores the 'B-side' of life by embracing diversity and challenging societal norms. In collaboration with OMD, the new podcast series quickly attracted followers on Xiaoyuzhou.

Levi's podcast guest quotes

“Crafting content that resonates with diverse cultures enables us to reflect the voices that need to be heard by those who identify with these cultures,” said Connie Chan, CEO of OMD China.

“By aligning with the brand's core values and staying attuned to cultural trends, we can develop compelling narratives that not only entertain but also enrich the lives of our audience. Additionally, integrating podcasts into a broader multi-channel strategy will maximise their impact and drive brand awareness and loyalty.”

Comments for Levi's podcast from the audience

Behind the scenes, Levi's and OMD conducted research to understand the audience's interests and values and engage with them through social listening and direct feedback. By staying attuned to cultural trends and conversations, they identified relevant and meaningful topics. Collaboration with influencers from various fields also helped the podcast team craft narratives.

At the forefront of China’s podcast scene is Bessie Lee, who heads Beiwanglu, a top Chinese podcast focused on business, innovation, technology, management, and creativity, together with her team at Withinlink. Lee has decades of experience in C-suite positions and was previously the WPP China CEO and JLL Greater China CEO. Her podcast now has over 320,000 subscribers on Xiaoyuzhou. 

When it comes to podcasts, Lee believes brands need to set clear expectations and avoid using video KPIs to evaluate their performance.

"Take LVMH's podcast launch last year, for example. It effectively closed the gap with young people, creating a sense of closeness with the brand. While it may not immediately translate to sales, it certainly sends a powerful message to young consumers that LV is trying to connect with them," said Lee.

“People are beginning to consider podcasts when conceptualising their marketing campaign media mix. However, podcasts are also niche media because their audience is relatively small compared to video. Though it's very niche, it's an excellent supplement to the other media channels that brands use in their marketing mix." 

Nevertheless, she sees brands as being in an “exploratory phase" of podcasting, and is uncertain about the long-term outlook. She says that while brands are diving into podcast channels to draw in young audiences, she wonders how long it might take for podcasts to see seeing substantial returns.

Miranda Yuan, Tong Global's marketing strategy manager, says that podcasts offer a format beyond traditional scripted readings or interviews, and brands should explore more interactive approaches. For example, some brands can try to record podcasts in public spaces, inviting audience participation or allowing for real-time questions.

Both Lee and Yuan agree that Giada provides a perfect example of how to capture the attention of young people in China. 

By launching its podcast ‘Flower on the Rock’ on the Xiaoyuzhou app and amassing over 300,000 followers since 2022, Giada boosted its brand awareness among the younger demographic. This led to a surge in recognition among youth who were previously unaware of the brand. 

To Yuan, the podcast offers a “refreshing perspective on life, women's empowerment, and societal change”. She adds that the content has resonated with contemporary Chinese women.

Lee explains that many luxury brands are very careful about getting into the podcasting scene. They don’t want to try it out and then forget about it if it doesn't work out. Lee, as a long-time podcaster, thinks that a brand's perspective is different from individual preferences, and a brand might have specific considerations for how the podcast fits into the brand's overall strategy.

After dedicating over five years to podcasts, Lee has found that the weekly format is her favourite. In the world of podcasts, she believes that nurturing both the content and the host over time is the key to success in the long run.

"I am now in my fifth year of hosting Beiwanglu, and I feel that my level of mastery, fluency, and proficiency is very different from when I first started five years ago. This includes the depth of the questions I ask and how I capture the content of my guest's words, as well as how to extend the conversation,” she says. “These are all aspects that I have had to work on as a host. From a branding perspective, it's essential to have a consistent host for a podcast. If the host changes for every episode, there's no way to build up hosting skills or refine them."

Yuan believes that quality content is crucial for successful podcast branding: “Audio content naturally creates a sense of intimacy and companionship, with hour-long episodes providing an ideal format for in-depth brand communication. In today's media landscape, few platforms can facilitate effective, long-form brand engagement like podcasts. When the content is outstanding, it continues to be shared and appreciated over time”.

Bessie Lee will be speaking at Campaign China Summit on November 19 in Shanghai. Click here for the full agenda and how to attend.