Marketing to Expats in China

China has long been a popular destination for expats and has seen dramatic changes in the demographic of expats in recent years. Targeting the China expat market can be lucrative for companies but also poses unique challenges especially online where popular websites, apps, social networks, and search engines are blocked or have limited accessibility in China.

When marketing to expats in China, we need to consider the Chinese online ecosystem and what expats might be familiar with and try to find some middle ground. Chinese apps such as WeChat can also provide opportunities to reach and engage with expats living in China.

Shanghai Expats

Shanghai is home to some of the largest expat populations from around the world who have settled working and living in Shanghai.