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AI Influencers in Asia: Navigating Cultural Norms and Market Trends
Explore AI influencer marketing trends in Asia with Digital Business Lab. Uncover regional strategies and preferences across diverse markets with Ivana Gao and Dr. Crystal Abidin, a specialist in Asia Pacific’s influencer cultures and digital innovations.
By Ivana Gao, Content Coordinator, Digital Business Lab
The significance of AI in influencer marketing campaigns is particularly pronounced within Asia’s diverse landscape. China stands out with its AI-influencer market, projected to be valued at CNY 36 billion in 2023 and expected to triple by 2026. Over 317,000 companies have already invested in China’s virtual influencer sector (Thomala 2023a). Such explosive growth reflects Asia’s embrace of cutting-edge technology.
Across Asia, AI influencers wear different digital skins, mirroring regional tastes and societal nuances. Brands must be savvy about this, as it can directly affect your campaign’s performance. Although more UK students are choosing to live at home and attend a local university, the cost of tuition can still bite. And if your child is keen to head further afield, it’s useful to consider the options when it comes to funding their degree.
This article explores:
Diverse gender and appearance preferences for Asian AI-Influencers
The role of language
China and Japan as key players in the landscape
Leveraging AI-Influencers for cost-effective, efficient marketing strategies
Gender Preferences
Thailand and Singapore
These markets exhibit an inclusive approach to gender representation in AI influencers, reflecting diverse societies. In Thailand, the cultural acceptance of the “third gender” translates to acceptance of gender expressions in digital personas. Singapore’s multicultural landscape encourages a more gender-inclusive approach, resonating with its globally diverse audience.
Vietnam
In contrast, Vietnam exhibits a bias towards feminine personas: “49% of respondents prefer virtual influencers who appear ‘feminine’ in Vietnam” (Kameke 2023a), possibly stemming from its “high female labour participation rate”.
Philippines
In the Philippines, the response to the first virtual influencer, Bernila, highlighted cultural sensitivities. Bernila faced criticism on social media for her appearance, which many felt did not represent Filipino facial features. This shows the importance of ensuring that influencers resonate with local physical aesthetics.
Ethnicity and Cultural Representation
Malaysia
Malaysia’s multiethnic fabric is evident, with a low 18% preference for ethnically varied AI influencers. Given the significant Malay, Chinese, and Indian populations, there’s a nuanced interplay of ethnicity in media representation. This is mirrored in the AI influencer space, where influencers who reflect dominant ethnic groups are favoured.
Vietnam
Vietnam’s significant majority ethnic group, the Kinh (Viet), constitutes 85.7% of the population. This is mirrored in the virtual influencer space, with a 60% preference for influencers bearing Vietnamese features. In a society where national identity is closely tied to ethnicity, AI Influencers who embody these features foster deeper connections.
Thailand
Traditionally, Thais have preferred fair skin as a beauty symbol. However, Thais have started embracing tanned/darker skin, reflecting a shift towards embracing local diversity. Three-quarters of respondents in Thailand expressed a neutral preference, indicating varied preferences.
Language Preferences and Communication
Indonesia
Bahasa is used by 95% of the population as the primary language, but only 20% consider it their primary language. Leveraging Bahasa is crucial for reaching a broad audience, but there is also an opportunity to recognise regional dialects. Tailoring communications to include diverse linguistic elements enhances brand resonance while engaging different market segments.
Philippines
Filipino/Tagalog is the national language for education in the Philippines, while English is the official language. Despite bilingualism, Filipino/ Tagalog provides intimacy and authenticity. AI influencers communicating in Tagalog foster a sense of belonging among consumers in a country with a solid national identity.
Vietnam and Malaysia
The preference for local languages among AI Influencers reflects the broader social or political significance of language. In Vietnam, the national language represents cultural identity, while in Malaysia, language is closely tied to ethnic identity. AI influencers who communicate in the local language are perceived as authentic in these markets.
Emerging Trends: Japan and China
Japan’s VTuber Phenomenon
VTubers have become a major trend in Japan. They are online entertainers who use virtual avatars generated using computer graphics. They have massive followings and can make a significant economic impact. VTuber companies like Hololive Production have unique styles that attract fans worldwide. Japan’s blend of tradition and technology fuels this trend, with VTubers collaborating with brands from Softbank to Taco Bell, demonstrating huge versatility in AI Influencers.gender” translates to acceptance of gender expressions in digital personas. Singapore’s multicultural landscape encourages a more gender-inclusive approach, resonating with its globally diverse audience.
China’s Usage of AI-Influencers
China’s virtual influencer landscape is dominated by Gen Z, with 58% following at least one AI influencer. This tech-savvy generation values authenticity, creativity, and innovation, making AI-driven virtual influencers a perfect fit. AI influencers engage young consumers on platforms like Weibo, Douyin, and Alibaba. Promoting products, challenges, and interactive online experiences.
The three dominant formats of AI Influencers in China include:
Gaming characters
Digital brand ambassadors, animated or AI-created personas
AI live streamers, with 24/7 availability and personalised interactions (This is cost-effective as the cost of real streamers is on the rise).
Conclusion: Global vs. Localised Approach in AI-Influencer Marketing
As we navigate the intricate landscape of AI-influencer marketing in Asia, marketers face a crucial question: Should we adopt a global or localised strategy?
Understanding market nuances, cultural sensitivities, and consumer habits is vital. Each market, from Vietnam to China, has unique dynamics. While a global strategy offers a unified brand message, a localised approach is more effective in diverse regions. Respecting each market’s uniqueness is key to meaningful consumer engagement in Asia.
Digital Business Lab develops business-driven experiences for communities. They excel in Social Media (organic, influencer, paid), Creative (Video, 3D, Design), and Web 3.0 (NFT, Metaverse). Digital Business Lab works on regional and global scale projects from their Hong Kong and Singapore offices. Visit digital-business-lab.com for more information.
