Frank Cheng

Companion Communications is growing its social media offer to include Xiaohongshu [Little RED Book] for dining brands in Hong Kong. Xiaohongshu, also known as RED, is a social media and e-commerce platform that has been described as "China's answer to Instagram." It has over 300 million active monthly users. Why Xiahongshu? And why will we only apply our services to dining brands in Hong Kong? Well, if you live in the city you'll know that RED has started to affect dining trends here in the craziest way - suddenly random bakeries or coffee shops or even graffiti on street corners BLOW UP, and hongkongers are left scratching their heads. The last 3 months has seen an influx of dining clients asking us about Xiaohongshu and how to capture the huge Shenzhen/ Guangzhou weekend diner market. And TBH I've become fascinated by it myself. I have my own account, though I'm 100% sure I am using it wrong as its all in Mandarin and my 4 months at Beijing University did NOT equip me for social media hashtags and memes in Chinese characters! We are starting off small, with a team in place to help our specialist HK Dining PR and social team with an add-on service for our restaurant launches only. The add-ons will offer Xiaohongshu account setup and content strategy for a restaurant launch in Hong Kong, as well as influencer campaigns with a particular focus on Southern China in order to better narrate a story to weekenders from across the border. I am really thrilled by this next step in our services. The key to PR is to be really flexible and adaptive to changes. I am always learning something new in my job, and I love love love working across different platforms, so I can't wait to see where this goes. #xiaohongshu #socialmedia #pr #hongkong #restaurants

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🌏 𝗘𝘅𝗽𝗮𝗻𝗱 𝗬𝗼𝘂𝗿 𝗥𝗲𝗮𝗰𝗵 𝘁𝗼 𝘁𝗵𝗲 𝗖𝗵𝗶𝗻𝗲𝘀𝗲-𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴 𝗠𝗮𝗿𝗸𝗲𝘁! Looking to tap into the vast potential of the Chinese-speaking audience? At Beyond Borders, we specialise in helping brands break into this market through tailored social media strategies. 💡 What we offer: ✅ Social media campaigns tailored to Chinese platforms ✅ Culturally relevant content creation ✅ Market insights to drive engagement and growth Ready to take your business beyond borders? 🚀 DM us or email [email protected] to learn how we can help! #marketexpansion #chinesemarket #socialmediastrategy #globalmarketing #digitalmarketing #socialmediamarketing #wechat #wechatmarketing #xiaohongshu #littleredbook #marketingstrategy

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The Cathay Expert launch was successful despite its complexity for a few reasons: * **Extensive planning:** The year-long process of preparation, discussion, research, and verification ensured a comprehensive understanding of the challenges and solutions for handling complex cargo. * **Collaboration:** The support from many teams at Cathay Pacific and Cathay Cargo Terminal demonstrates strong teamwork and collaboration, crucial for tackling intricate issues. * **Problem-solving:** The ability to troubleshoot issues "issue by issue" highlights a systematic and effective approach to overcoming challenges. * **Positive attitude:** The "can-do spirit" emphasizes a determined and optimistic approach, essential for navigating a complex project. These factors combined allowed them to successfully launch the Cathay Expert solution despite its inherent complexity.

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In the fast-paced, highly interconnected online landscape of China, social media isn’t just a place to share updates – it’s a thriving ecosystem where “netizens” (网络公民) play a powerful role in shaping trends, influencing brands, and amplifying conversations. The term 网络公民 (pinyin: wangluo gongmin) means "netizen" in Chinese, combining 网络 (wangluo, "internet") and 公民 (gongmin, "citizen"). It reflects the active role Chinese internet users play in shaping online culture and conversations. Chinese netizens, known for their engagement and digital savvy, actively participate in discussions, reviews, and even brand storytelling, creating a unique environment that requires careful listening and response from brands. Each platform has its own culture, social norms - even slang. Weibo is home to vibrant conversations, where trending topics shift quickly, giving brands insights into what’s capturing the public’s attention in real-time. Xiao Hong Shu (小红书) focuses on authentic, user-generated content, making it a hub for lifestyle, beauty, and product recommendations that feel genuine and personal. Douyin (China’s TikTok) is all about visually driven storytelling, where short videos spark trends and directly influence consumer behavior. Brands who understand and engage with 'netizens' properly on these platforms can create powerful connections and build trust within the community. By tuning into platform-specific behavior and speaking the language of each group, brands aren’t just reaching their audience – they’re becoming part of the cultural and social subgroups and target audiences that shape consumer identity and brand loyalty in China. How does your brand connect with netizens across different platforms? Let’s discuss the strategies that are making the biggest impact in China’s unique digital sphere. #DigitalMarketing #ChinaMarketing #Netizens #SocialMediaStrategy #Weibo #XiaoHongShu #Douyin #China #Shanghai #Netizens

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CNET JAPANに寄稿しました！ Thrilled to share my latest contributions to CNET Japan!!, where I dive deep into the nuances of cross-border marketing and PR. In this three-part series, we explore the complexities and strategies that businesses must navigate to succeed in international markets. From cultural nuances to innovative marketing tactics, these articles provide valuable insights for anyone looking to expand their reach globally. Article One: We start by setting the stage for the importance of understanding local markets and how businesses can adapt their strategies for better engagement. Article Two: Next, we discuss the role of digital transformation in global marketing and how leveraging technology can bridge the gap between markets. Article Three: Finally, we look at case studies and real-world applications of successful cross-border marketing strategies. Whether you're a seasoned marketing professional or just dipping your toes into international waters, these insights will help you understand the dynamic landscape of global PR and marketing. I'd love to hear your thoughts on these topics or discuss further on global marketing challenges and opportunities! #GlobalMarketing #CrossBorderPR #CNETJapan #MarketingStrategy #DigitalTransformation #ShapeWin

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Artificial Intelligence has revolutionized the world of Journalism, bringing a whole new level of sophistication to how news is consumed and reported. If you would like to gain insights from our panel of industry leaders, sign up now for our upcoming event on 12 Sept 2024.

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PRM is one of the important themes in B2B marketing in Japan, along with ABM. #b2bmarketing #abm #japan

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The essence of advertising is that the advertisement itself has no inherent value. What is important is whether the advertisement can convey the vital information about a product or service to the customer as meaning. It only plays a role when it serves as a bridge between the customer and the products and services offered by the company. However, modern consumers are seeking more than just mere promotions; they value the stories and philosophies behind the products and services. It could be said that customers consume the relationship with the product and the meaning derived from it. Therefore, advertisements must clearly communicate what kind of meaning the product or service can provide to the customer. #marketing #growthstrategy #growthmindset #gamechanger #tokyo #japan https://lnkd.in/g2Eye_qA

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Retail media networks were a hot topic of discussion at the World Out of Home Organization Global Congress in Hong Kong. There are some unique ways that we are able to harnessing the power of retail media & location-based OOH advertising to engage audience across the consumer journey. A key discussion point is how do we define retail media. Although there are distinct parallels between retail media and location-based OOH advertising—both leverage consumers' proximity to retailers. However, there are key differences: 📍 Location-Based Media: Targets consumers based on their physical location, delivering strategic advertising messages at places where they are likely to be receptive. 🛒 Retail Media: Focuses on consumers already in a shopping mindset, aiming to influence their purchasing decisions by promoting nearby products or services. Combining these methods allows brands to craft compelling stories, impacting consumers at multiple touchpoints throughout their day. When audiences are primed with DOOH, it amplifies the effectiveness of other digital advertising channels, driving direct action from audiences. Have a look at a recent article I wrote on the power of harnessing the power retail media and location-based OOH advertising #RetailMedia #LocationBasedAdvertising #OOH #DigitalMarketing #ConsumerEngagement #MarketingStrategy

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Chinese consumers uniquely engage with global events like the Olympics, driven by strong national pride and digital savviness. Over 90% actively follow Olympic content on platforms like WeChat and Weibo, making their engagement profound. 🔍 Effective Strategies: 1. Leverage Social Media: Engage on WeChat, Weibo, and Xiaohongshu (RED) with Olympic-themed content. 2. Highlight Sustainability: Promote eco-friendly practices to attract environmentally-conscious consumers. 3. Pride: Align campaigns with cultural values for deeper connections. 🤝 POLARIS+ Approach POLARIS+ harnesses cultural events like the Olympics to drive brand relevance. Our strategy includes: - Targeted Content Creation: Craft content for Chinese platforms. - Influencer Collaborations: Partner with key influencers to amplify reach and engagement. Join forces with POLARIS+ to leverage cultural events, elevating your brand's presence within the Chinese community. #OlympicMarketing #ChineseAudiences #BrandStrategy #POLARISPlus #GlobalEngagement #Sustainability #CulturalConnection

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Social Commerce is one of the future trend in Thailand - To rethink strategy around social conversations by delivering great content with more engagement to get conversion, get more insights on this from our Tomorrow's Commerce report here: https://lnkd.in/g58ec3Xz #VMLCommerce #TomorrowsCommerce #CommerceTrends #TheFutureofCommerce #BrandBuy  

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𝗕𝗿𝗶𝗻𝗴𝗶𝗻𝗴 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗱𝗲𝗽𝘁𝗵 𝘁𝗼 𝗔𝗜 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗳𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴...! And James Lee, you nailed it...! 🙌 It was an absolute pleasure exchanging thoughts with you and Eddy Dong on leveraging data nuances and cultural insights to drive AI adoption at IAB Hong Kong's C24 Fireside Chat. As I often say, AI isn’t just another shiny new tool... it’s a shift in how we connect with our audiences — wherever they may be across the globe. Thanks again, IAB Hong Kong, for creating such a vibrant platform that puts these crucial conversations front and center. Onwards and upwards...! #AI #Marketing #ArtificialIntelligence #Technology #Digital #Innovation #FutureOfWork #FutureOfBusiness #FutureOfTech #FutureOfMarketing #DigitalTransformation #AIRevolution

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When my time comes. 'Extended Love' is going to be on my highlight reel. For all the right reasons and intentions, it delivered astonishing results for work meant to connect with all Singaporeans. I have always said that when it comes to government work it has to always mean more. If I may, I have learned three things from this entire process, from pitch to production. 1️⃣ No matter how you skin the cat, when stories are built and surrounded by values, cut through and impact will go beyond your intended audience, driving relatability regardless of season. 2️⃣ Trust is built on mutual respect and openness. We should already know this, but it is not always apparent. It takes hard work and commitment from both the agency and clients to create something unique, and this piece of work reflects that. 3️⃣ Let the work breathe. Give it some liberties and watch it fly. Bonus (sounds obvious but!) - Craft. Craft. Craft. Your audience will appreciate it One for the records. 18.6million views over a relatively short amount of time and significant improvement when it comes to understanding what it means to be Singaporean as we move Forward Together. Thank you to the judges for acknowledging the work and impact. “Chinese New Year is not just a Chinese festival. It is a Singaporean festival” - LKY, 1981

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📈 How brands impact share price in Asia: the case of Best Korean Brands. Interbrand's main driver is to help brands boost the value and return on their businesses. The 12th edition of the report on the 50 most valuable brands in Korea demonstrates the importance of the brand and its impact on the share price. Specifically, companies listed among Interbrand's 2024 Best Korean Brands show a 41% higher stock price increase vs the KOSPI average, reflecting the growing significance of brand assets in corporate value. Brands now influence not only consumers but also investors. The line between these audiences becomes increasingly blurred, pushing us to consider ‘public investors’ rather than general consumers targeted through marketing and promotion. To the entire team in Seoul, led by Ji Hun Moon: hats off not only for the launch of 2024 Best Korean Brands but also for the 30th anniversary of your office, which you are celebrating today with a wonderful gala in the Grand Ballroom of the Grand Hyatt Seoul. Finally, congratulations to the 50 Korean brands featured in the report, especially the top 5 (Samsung Electronics, Hyundai Motor Company (현대자동차), Kia Worldwide, NAVER Corp, and LG Electronics), accounting for 72.2% of the total table value. Learn more: https://lnkd.in/dTWZqa_p #BKB2024 #BrandValuation #SharePrice

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🚀 𝐆𝐨𝐥𝐝𝐞𝐧 𝐖𝐞𝐞𝐤 2024: 𝐏𝐫𝐢𝐦𝐞 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲 𝐭𝐨 𝐜𝐚𝐩𝐭𝐮𝐫𝐞 𝐩𝐨𝐬𝐭-𝐜𝐨𝐯𝐢𝐝 𝐑𝐞𝐜𝐨𝐯𝐞𝐫𝐲 𝐨𝐟 𝐭𝐡𝐞 𝐂𝐡𝐢𝐧𝐞𝐬𝐞 𝐎𝐮𝐭𝐛𝐨𝐮𝐧𝐝 𝐓𝐫𝐚𝐯𝐞𝐥 𝐌𝐚𝐫𝐤𝐞𝐭 🌍 I’d love to share the latest insights on China’s outbound travel trends with all the sales and marketers out there who are eager to tap into this exciting market. With Golden Week 2024 just around the corner, the time is now to capture the attention of Chinese tourists—and trust me, this year is looking like a record-breaker! 🤩 🚀 👇 ✅️ This year, the surge in outbound travel is truly remarkable. Imagine this: visa applications have jumped by a whopping 70% compared to last year, with top destinations like Japan, Korea, Australia, the U.S., Vietnam, New Zealand, the UK, Russia, France, and Spain topping the list. These hotspots have always been favored, but there’s something different about this year—something exciting 🥳! ✅️ The world is opening up in ways we didn’t expect. Chinese travelers are branching out to 20 new and emerging destinations, like Armenia, Zambia, Papua New Guinea, North Macedonia, Guinea, and Gambia. Then there are the rising stars—places like Azerbaijan, Georgia, Tajikistan, Mexico, and Morocco—seeing a surge in demand. It’s as though Chinese tourists are craving the unknown, eager to explore fresh landscapes and cultures. ✅️ But here’s where it gets really interesting: while the Asia-Pacific region remains a favorite, Europe is having a moment. Outbound accommodation bookings to Europe have skyrocketed by an incredible 336% compared to 2023. It’s clear that more Chinese travelers are drawn to Europe’s rich history and vibrant experiences. Add the Mid-Autumn Festival into the mix, and we’re looking at a 113% year-over-year increase in overall outbound accommodation demand. For global hotels and businesses, this is a golden opportunity to tap into a booming market. ✅️ As Chinese travelers are exploring more, their preferences are becoming more diverse. Post-2000s travelers love the charm of city walks, discovering hidden gems as they stroll through vibrant streets. 90s tourists? They’re all about "special forces-style" fast-paced adventures, cramming in as many experiences as possible in a short time. Meanwhile, 80s travelers focus on family-friendly trips, while the 60s and 70s prefer mountain climbing and outbound tourism, seeking both nature and cultural discovery. 𝐎𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬 𝐟𝐨𝐫 𝐭𝐫𝐚𝐯𝐞𝐥 𝐫𝐞𝐭𝐚𝐢𝐥 𝐛𝐫𝐚𝐧𝐝𝐬, 𝐭𝐨𝐮𝐫𝐢𝐬𝐦, 𝐚𝐧𝐝 𝐡𝐨𝐬𝐩𝐢𝐭𝐚𝐥𝐢𝐭𝐲 ✅️ For travel retail brands, tourism, and hospitality companies, the opportunity is clear: this is the moment to offer tailored experiences, from luxury packages to exclusive itineraries. PM me to get the latest 2024's China's outbound tourism insights report to capture Chinese tourists! 🤩 #hospitality #hospitalitymarketing #chinaoutboundtourism #hotelmarketing #hotelsandresorts #chinesesocialmediamarketing #chinatourism

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AI is here to stay, whether we like it or not. And the only way to deal with it is to embrace it, experiment with it, push it to its limits, and harness it to make it your ally!

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🌏 **Driving Growth in ASEAN, Taiwan & Japan Markets** 🚀 This is Jeffrey’s annual purchasing habit. Never stop learning new trend, market, and customer. Digital marketing is all about making connections that matter. The ASEAN,Taiwan and Japan markets are evolving fast, and staying ahead of these trends is key to success. 📊 Excited to share insights from the latest market trend report—helping brands unlock new opportunities in these dynamic regions. Let’s lead with innovation and drive impactful results together. P.S Explore and shape 2025 in advance. 🤣 #DigitalMarketing #ASEAN #Japan #Taiwan #MarketTrends #Growth #2025

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In today’s business landscape, staying ahead means embracing transformative change. Nissin Foods is leading the way with their NISSIN AIchat solution, powered by GPT-4. This tool is more than a productivity booster—it’s reshaping how 4,000 employees work, from text summarization and translation to role-play in business negotiations, potentially saving sales reps up to 400 hours a year. Aligned with their growth strategy, Nissin Foods is advancing its digital capabilities with Microsoft Azure OpenAI and Microsoft Power Platform, setting a new standard in efficiency and innovation. According to Toshihiro Narita, CIO of NISSIN FOODS HOLDINGS, the goal is bold: “If we fully utilize AIchat and other generative AI tools, we hope to save about 20% of a salesperson’s annual working hours.” This initiative goes beyond time savings—it’s about standardizing skills and fostering a culture of innovation. Employees are empowered to explore ideas with AIchat, setting the foundation for more AI-driven advancements. Ready to redefine your business with AI? #AI #Innovation #DigitalTransformation #NISSINFOODS #Microsoft #Azure #PowerPlatform #Avanade

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📣 THIS JUST IN!! Check out our latest guide: The Power of Media Quality: How APAC Marketers Can Leverage Media Quality for Better Advertising ROI. The APAC media landscape is undeniably distinct, requiring marketers to have tailored insights. Our guide offers essential knowledge on media quality and performance solutions to help you maximize ROI across digital campaigns in APAC. Download a copy here: https://buff.ly/3AKtWeJ #digitaladvertising #verification

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