Have you noticed your favourite UK influencer suddenly sporting a ‘glass skin’ glow? Or your go-to fashion brand hosting a live shopping event that feels straight out of a Shanghai livestream? You’re not imagining things. The Asian market isn’t just a trend; it’s reshaping the very fabric of influencer marketing in the UK and Europe.
A seismic shift is underway, driven by the dynamic and innovative strategies emerging from Asia. The monumental global rise of TikTok, originating in China, has fundamentally altered the landscape. “Social-first” campaigns, championing short-form content, are now an imperative marketing strategy, dictating how brands connect with their audiences.
And it’s not just content format! The “East Meets West” aesthetic is inspiring sectors from beauty and food to fashion and interiors, reflected in our feeds daily. The Korean beauty phenomenon, with its emphasis on “glass skin” (#glassskin boasting over 2 million posts on Instagram & TikTok), natural ingredients, and cutting-edge skincare technology, has significantly influenced Gen Z’s beauty standards. Similarly, East Asian streetwear and the focus on playful accessories are heavily inspiring UK fashion content creators.
Take, for example, content creators @akiandkoichi. In just 12 months since their first outfit check in February 2024, they’ve achieved global success, featured in Vogue Germany, and collaborated with brands like UGG, Loewe, Topicals, Calpak, and Mejuri. Their rapid ascent highlights the power of culturally relevant, engaging content and genuine integration of Asian influence.
Consumer expectations are also evolving. Transparency and authenticity, core values in the Asian market, are increasingly crucial for UK and European consumers. Brands like M&S, praised for their clear ingredient lists and minimalist packaging, are responding to this demand. Social media users are not just quick to reject both heavily edited or overly promotional content, but they are also quick to flock to social media to call our brands who are not being transparent with their consumers (Let’s not mention the PLT rebrand…).
Furthermore, a welcome emphasis on community and engagement is emerging. Asian brands excel at building strong online communities through interactive content, live events, and responsive customer feedback. This approach is influencing UK and European brands to adopt more genuine community-driven strategies. We’re witnessing a shift from elaborate influencer brand trips to more authentic community experiences.
The Asian influence on social media and marketing is here to stay. Brands that prioritize authenticity and cultural sensitivity will thrive. Representation matters, and brands that embrace diverse voices and perspectives will resonate most strongly with today’s consumers. To stay relevant, brands must not only acknowledge these trends but actively integrate them into their marketing strategies. This isn’t just about adopting new formats; it’s about understanding and respecting the cultural values that are driving this change.”