THERISEOF

CHINESEMEDIAUSERS

Rede?ningModernLivingandConsumerPower

S.E.A

ofChange

byEternityX

WhyChineseMediaIstheNewGateway

toGrowthinSoutheastAsia

?2025EternityXMarketingTechnology.Allrightsreserved.PublishedAugust2025.

THEMARKET

OPPORTUNITY

Thereisoneconsumersegment

hidinginplainslight.

They'renotde?nedbypassports.

They'renotlimitedbyborders.

Andtheygofarbeyondanichemarket.

Theyareade?ningforceshaping

consumertrendsacrossSoutheastAsia.

S.E.A

ofChange

byEternityX1

2

PREFACE

AQUIETEVOLUTIONYOUCANNOTMISS

WhatiftheconsumersdrivingSoutheastAsia’sspendingandlifestyleshiftsaren’twhoyouthinktheyare?

AtEternityX1we'veobservedasigni?cantshiftinSoutheastAsianconsumerbehaviour—theriseofChineseMediaUsers.Theseconsumersaren'tde?nedbynationality,butbytheiractiveengagementwithChinesedigitalplatformswhilelivingacrossSingapore,Malaysia,andThailand.Theyrepresenta

sophisticated1?nanciallypowerfulsegmentthat'sreshapingmarketdynamicsinwaysmostbrandshaven'tyetrecognized.

IncollaborationwithiResearch,wepresentS.E.AofChange—

acomprehensiveanalysisofthisconsumerrevolutionanditsstrategicimplicationsforbrandsoperatinginSoutheastAsia.

ThisresearchrevealshowChineseMediaUsersarerede?ningmodernlivingandconsumerpoweracrosstheregion,creatingunprecedented

opportunitiesforbrandsthatunderstandhowtoengagethemauthentically.

S.E.A

ofChange

byEternityX3

CharleneRee

CEO&Founder

EternityXMarketingTechnology

“ChineseMediaUsersinSoutheastAsiarepresentmorethanjust

consumers—theyareculturalbridges,economicdrivers,anddigital

nativeswhoarefundamentallyrede?ninghowbusinessesshould

approachtheregion.

Byconnectingbrandswiththesein?uentialcommunities1wecreate

pathwaysforsustainablegrowththathonourculturalheritagewhile

embracingmoderninnovation.”

4

Contents

01Background5-8

02ExecutiveSummary9-12

03ResearchMethodology13-14

04Demographics&LifestylePro?les15-23

05Findings&Insights24-72

06MarketingStrategies73-80

07Appendix81-84

S.E.A

ofChange

byEternityX5

01

Background

6

HOWDOWEDEFINE

CHINESEMEDIAUSERS?

Let'sbeclearaboutsomething:ChineseMediaUsersaren'tde?nedbytheirpassports.They'rede?nedbytheirbehaviour.

TheDe?nitionThatChangesEverything:

ChineseMediaUsersareindividualsacrossSoutheastAsiawhoactivelyengage

withChinese-languagemediaanddigitalplatforms.Thisincludes:

ChineseExpats

livingin

SoutheastAsia

ChineseDiaspora

withculturalor

linguistictiestoChina

LocalPopulations

whoarepro?cientinChineseandactivelyuseChinesemediaplatforms

Whydoesthismatter?

Becausethisinclusivede?nitionre?ectsagrowingreality:

Chinesemediain?uenceextendsfarbeyondnationalandethnicboundaries.

It'sreshapingdigitalconsumptiontrendsacrosstheentireregion.

Top10MAUofChineseMediainSEA

ChinesedigitalplatformsarerapidlygainingmomentuminSoutheastAsia,

fuelledbythevibrantOverseasChinesecommunityandanexpandinglocaluserbase.AppssuchasDouyin,Bilibili,Kuaishou,andWeChatarenowessentialfor

contentconsumption,socialinteraction,andcommercialengagement.

Global

SEA

Population

SG

6.04million

MY

35.56million

TH

71.67million

Bilibili

WeTV

WeChat

iQIYI

T

Xiaohongshu

Taobao

WeSing

Alipay

97.5M

40.7M

92K

2.1M

5.5M

39.6M

14.5M

39K

373K

4M

295.1M

14.5M

1.3M

5.1M

1.5M

32.9M

7.8M

97K

811K

2.6M

23.8M

5.7M

629K

1.2M

1.4M

70.4M

5.6M

964K

3.2M

300K

86.9M

3.9M

813K

1.7M

284K

7.1M

2.9M

8K

218K

1M

35M

1.4M

364K

464K

204K

YOUKU

5.5M

1.1M

91K

41K

257K

7

THEPOWEROF

CHINESEMEDIAUSERS

ANDWHYBRANDSSHOULDCARE

Thenumbersrevealaconsumersegmentof

remarkablescaleandin?uence:

SINGAPORE

Newwaveofhigh-net-worthindividuals(HNWIs)fromChina.

43%

Over2,000SingleFamilyOf?cesestablishedby

end-2024—a43%YoYrise.

Post-COVID:63%ofChineseexpatsinSingapore

reportedincreasedspending—drivinggrowthinluxuryretail,education,healthcare,andrealestate.

MALAYSIA

Over24,000Chinesenationalsnowhold

MalaysiaMySecondHome(MM2H)long-termvisas(2024)—morethandoublepre-pandemic.

2X+

Af?uentChinesecitizensnow

makeup30.5%ofMM2Hholders

ChineseExpatpopulationinMalaysiagrew83-144%injustthreeyearssince2022,drivenbystudents

andinvestors.

THAILAND

Ranks1stinAsiaand9thgloballyforretirees(2023InternationalLivingGlobalRetirementIndex).

471%455%

ChineseretireeswithThairetirementvisasgrew471%from2012to2019(5,864in2019).

ChinesestudentsinThaiuniversitiesincreased455%from2013-2023(23,457in2023)—takesup55%ofallinternationalstudents.

In2023,Thailand'sMinistryofLaborreported419537

Chineseprofessionalswithworkpermits,accountingfor22.17%ofsuchvisaholders.

Source:Yahoo!Finance,All-ChinaFederationofReturnedOverseasChinese,TheBusinessTimes,Caixin.

8

FOLLOWTHEINVESTMENT9FINDTHEINFLUENCE

Whenanalyzingconsumeropportunities,investment?owsoften

providetheclearestindicatorsoffuturemarketdynamics.ThescaleofChineseinvestmentinSoutheastAsiarevealsthefoundationforsustainedconsumerin?uence.

SINGAPORE

$86.4

Billion

ThePremiumGateway

2023:ReceivedUSD13.1billioninChinesedirectinvestment—a57.9%YoYincrease.

Cumulativestock:USD86.4billion—

No.1destinationforChineseoutboundinvestment.Out?owsIn?ows

-15,200

-9,500

-4,300

Millionaires

+6,700

+3,800

-

+3,500

MALAYSIA

$6.4

Billion

TheGrowthEngine

ChinaisnowoneofMalaysia’slargestforeigninvestors.In2024,ChineseinvestmentsreachedRM28.2billion(USD6.4billion),nearlydoublethepreviousyear,

accountingforover16%oftotalFDIandexpectedtocreate20,000+jobs.

ChineseinvestmentsarefocusedonEVs,batteries,andgreentech.

THAILAND

$5.9

Billion

TheLifestyleDestination

2024:Chinese/TaiwanesecompaniesinvestedTHB109

billion(USD5.9billion)—+43.1%YoY—creating30,000+jobs.

Cushman&Wake?eldThailandpredictsmoreChinesenationalsenteringin2025,boostingdemandfor

condosandlow-risehomes,withChinese?rmsreshapingrealestate.

因

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EQ\*jc3\*hps16\o\al(\s\up6(h),o)

ni

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s

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i

EQ\*jc3\*hps16\o\al(\s\up6(b),n)

ui

EQ\*jc3\*hps16\o\al(\s\up6(ye),um)

r

EQ\*jc3\*hps16\o\al(\s\up6(s),t)

EQ\*jc3\*hps16\o\al(\s\up6(mak),ransf)

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pi

EQ\*jc3\*hps16\o\al(\s\up6(1),n)

EQ\*jc3\*hps16\o\al(\s\up6(0),T)

.

EQ\*jc3\*hps16\o\al(\s\up6(8%),hai)

l

EQ\*jc3\*hps16\o\al(\s\up6(o),a)

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d

Source:ChinaDaily,InsiderMonkey,Cushman&Wake?eld,TheNationThailand,TheBusinessTimes,HenleyPrivateWealthMigrationReport2024,

02

ExecutiveSummary

StableVisionariesShaping

SoutheastAsia’sConsumerFuture

Thiswhitepaperpro?lesChinesemediausersinSingapore,Malaysia,andThailand-groupedas

LegacyArchitects,

●CommunityCatalysts,

AspirationTrailblazers

re?ectingtheirdistinctbehaviours1values1

andgrowingin?uenceacrosstheregion.

S.E.A

ofChange

byEternityX9

10

CONSUMERARCHETYPES

3

DISTINCT

SINGAPORE

LegacyArchitectsPro?le&KeyCharacteristics

Well-educated

QualityAndBrand-driven

PriceSensitive

FinanciallyConscious

Consumption&MediaBehaviour

Consumption:Luxury-First,Of?ineStrongholdwithGrowing

Cross-BorderInterest

RetailPreferences:favourshigh-endmallsandof?ineretail,thoughcross-bordere-commerceisgainingtraction(Index106).

TopSpendingCategories:Personalcare(Index107),Homecare(104),Financialservices(116).

MostExperience-consciousMarket:placesstrongemphasisonauthenticity,brandreputation,taxtransparency,andservicequality.

Media:Ef?ciency-Led,Trust-DrivenwithStrongPreference

forFamiliarPlatforms

PlatformPreferences:IntegrationwithlocalplatformswhilemaintainingstrongChineseplatformpreference,with70%preferringChineseapps

fordailyuse.

PlatformLoyalty:Strongpreferenceforestablishedplatformswithprovenreliability.

InformationSeeking:Preferauthoritativesourcesandexpertopinionsfordecision-making.

EngagementStyle:Selectiveengagementwithhigh-quality,relevantcontent.

StrategicImplications

Simpli?edChineseContentStrategy

ExpertCredibilityBuilding

Quality-FirstPositioning

Investment-MindedMessaging

11

CONSUMERARCHETYPES

3

DISTINCT

MALAYSIA

CommunityCatalystsPro?le&KeyCharacteristics

Practical

EmotionallyEngaged

Community-oriented

Celebrate

ChineseHeritage

Consumption&MediaBehaviour

Consumption:OmnichannelShopperwithStrongTrustinDepartmentStoresandBrandSites

OmnichannelPreferencewithFunctionalPriorities:ChinesemediausersinMalaysiaareomnichannelshopperswhofavourdepartmentstores,

brandwebsites,andlocale-commerceplatforms.

TopCategories:showafocusonhealthcare(Index129),automotive(114),travel(109),andluxury(106),indicatingamixofpracticalityandaspiration.

Value-savvyConsumers:Theyplacestrongimportanceonproductfunctionality,safety,andafter-salesservice,re?ectingacautiousandquality-drivenmindset.

Media:Community-Driven,

Story-LedwithHighTrustinLocalizedIn?uence

PlatformPreferences:BalancedusagebetweenChineseplatformsandMalaysiandigitalservices,withparticularstrengthincommunity-orientedplatforms.

CommunityFocus:Highestengagementwithcommunity-generatedcontentandpeerrecommendations.

CulturalContent:StrongpreferenceforcontentcelebratingChineseheritageandculturalfestivals.

TrustBuilding:Relyoncommunityvalidationandpeerendorsementsforbrandtrust.

StrategicImplications

SafetyandTrustEmphasis

EmotionalStorytellingExcellence

Community-DrivenValidationCulturalCelebrationIntegration

12

CONSUMERARCHETYPES

3

DISTINCT

THAILAND

AspirationTrailblazersPro?le&KeyCharacteristics

LifestyleAndExperience

Oriented

AestheticAndEntertainment-driven

SocialIn?uence

HighDigitalAdoption

Consumption&MediaBehaviour

Consumption:Lifestyle-led,Digital-SavvywithStrongPreferenceforChina-BasedShopping

Cross-Border&LivestreamShoppingPowerhouse:36%showastrongpreferenceforcross-bordere-commerceandlivestreamshopping.

TopCategories:HighengagementinLiquor(Index139)1Cosmetics(117)1andElectronics(109).

SocialIn?uenceMatters:Purchasedecisionsareheavilyshapedbysocialmedia,KOLs,andbrand-drivencampaigns.

Media:Trend-Savvy,Expression-Orientedwith

Lifestyle-CentricMediaEngagement

PlatformPreferences:Highestcross-platformengagement,withstrongadoptionofbothChineseplatformsandinternationalsocialmediafor

differentpurposes.

TrendDiscovery:Activeseekersofnewtrends,products,andlifestyleinspiration.

SocialValidation:Highengagementwithpeerreviews,socialproof,andin?uencercontent.

VisualContent:Strongpreferenceforvideocontent,livestreams,andvisualstorytelling.

In?uenceReceptivity:MostresponsivetoKOLrecommendationsandpeerin?uence.

StrategicImplications

Experience-CentricMarketingTrendLeadershipPositioning

SocialIn?uenceMaximizationCross-BorderCommerceExcellence

03

ResearchMethodology

S.E.A

ofChange

byEternityX13

14

HOWDOWESTUDY

SampleSize&Criteria

Total

SampleSize:

800

ChineseMediaUsers

AConsumerSegmentthatDe?esTraditionalCategorization?

★

★★

★★

Malaysia

300

Thailand

200

Singapore

300

Eligibility:

Aged18orabove

Currentlyresidentintargetcountry(Singapore,Malaysia,Thailand),holdingalong-termvisa,PR,orcitizenship

BeabletoreadSimpli?edChineseFamilyoriginfromMainlandChina

DataSource

iResearch

SurveyData:

PrimaryquantitativesurveyamongChineseMediaUsersin

Singapore,Malaysia,andThailand.

Data(EternityX):

Supplementarydigitalbehaviouraldataand

audienceanalytics,

providingfurther

insightintoreal-worldactionsandpreferences.

Government

&PublicData:

Demographic,

migration,and

marketstatisticsusedforcontextand

benchmarking.

DataCollection&ValidationTimeline

QuantitativeSurvey:

Structuredonlinequestionnaires(byiResearch)coveringdemographics,shoppingpreferences,mediahabits,andinvestmentbehaviours.

BehaviouralAnalytics:

PilotXplatformdataanalysedfordigital

behaviourtrendsandcampaignperformance.

Triangulation:

All?ndingsarecross-validatedacrosssurveyresponses,digitalbehaviouraldata,andpublicstatisticstoensurebothcomprehensivenessandaccuracy.

Fieldwork

March13-202025

Analysis&Reporting

April–August2025

S.E.A

ofChange

byEternityX15

04

Demographics

&LifestylePro?les

Whotheyare9

Howdotheylive?

16

TARGETAUDIENCE

OVERVIEW

Language

FluentinChinese;regularlyuseChinese-language

platformsandcontent

AgeRange

Primarilyaged25–44

(coreworking-agegroup)

Education

Majorityholdauniversitydegreeorhigher

MobileBehaviour

Mobile-?rstusers;relyon

smartphonesforcommunication,shopping,media

CulturalTies

Maintainstrongconnections

withChineseculture,language,andcommunities

THAILAND

AgeRange

Balancedagedistribution

Education/Occupation

Morerespondentsinservice/tourismsectors

MALAYSIA

AgeRange

Youngerskew(more25–34)

Education/Occupation

Morediversejobbackgrounds,includingSMEsandfreelancers

SINGAPORE

AgeRange

Slightlyolder(more35-44)

Education/Occupation

Higherproportionofprofessionals

andwhite-collarworkers

17

Age&GenderDistribution

AGE&GENDERDISTRIBUTION:

ChineseMediaUsersinSEAarePredominantlyYoung,withanEvenGenderDistribution.

GenderDistributionHighlights:

Singapore

MalaysiaThailand

Male:Female

46%

54%

52%

48%

50%

50%

Acrossallthreecountries,genderdistributionremainsfairlyevenSingaporeshowsaslightfemalebias

Malaysiashowsaslightmalebias

AgeDistributionHighlights:

Themajorityofusersacrossallthreemarketsfallwithinthe25–44agerange.

Singaporeskewsslightlyolder,

whileThailanddisplaysayoungeruserpro?le.

Engagementfromusersunder24orover54remainsminimal.

50%

44%

45%

40%

MY

TH

38%

SG

35%

12%

15%

8%

2%

6%4%

1%

0%0%

1%

0%

0%

18-2425-3435-4445-5455-6565and

above

18

EducationLevel

WHATARETHEIR

EDUCATIONALLEVELS?

ChineseMediaUsersRepresentOneoftheMostEducatedConsumerSegmentsinSoutheastAsia:

Theaudienceishighlyeducated,

withover80%holdingabachelor’sdegreeorhigher.

MalaysiaandThailandhavethehighestproportionofbachelor’sdegreeholders

Singaporepresentsamorediverseeducationalpro?le—includingthehighestshareofuserswithdoctoraldegrees

58%

54%

57%

28%

27%

9%

4%

4%

11%

1%2%3%

0%0%0%

14%

25%

5%

SGMYTH

ElementarySecondaryVocational

Quali?cation/SkillsTest

Certi?cate

Bachelor'sDegree

Master'sDegree

DoctoralDegreeandabove

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

19

EMPLOYMENTSECTOR

WHATDOTHEYWORKFOR?

DiverseProfessionalLandscapewithRegionalVariationsIndustryRepresentationVariesbyMarket,Shapedby

EachCountry’sEconomicLandscape

Respondentsworkacrossawiderangeofindustries,withmanufacturing,IT,retail,andengineeringbeingthemostcommon.

Singaporehasstrongerrepresentationineducationandlegalservices,while

Thailandskewstowardretail,hospitality,andtourism.Malaysiashowsamore

balancedindustryspread,withaslightconcentrationinconstructionandlogistics.

IndustryaSGUMYaTH

8.0%

9.7%8.3%

10.7%

7.3%

7.7%

7.0%6.7%

6.5%

7.3%

7.0%

7.7%

6.5%

6.0%

6.0%

5.3%

Transportation&Logistics

RetailMedicalServices/

Education

7.1%

Manufacturing

6.0%

HealthCare/Wellness

9.4%

LegalServices

Engineering6.4%

Energy

Technology

Construction

6.5%6.4%

5.5%5.5%

7.6%

5.6%

8.0%

8.0%

6.5%

6.5%

5.0%

E-Commerce/CrossBorderTrade

5.3%

RealEstate

4.1%

Consulting

3.8%

PharmaceuticalBeauty/LuxuryNGO

Banking/Finance

2.8%2.4%0.4%

Hospitality

MarketingTourismGovernment/

2.5%

5.0%3.9%

3.4%04%

ServicesPublicUtilities

.

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

20

SENIORITYLEVEL

HOWMANYOFTHEMARE

DECISION-MAKERSATWORKPLACE?

SeniorityLevelsIndicateSigni?cantDecision-MakingPower:

Managersandsupervisorscomprisethelargestsegment(43%acrossmarkets)

Nearlyonein?veareDirectorsorDepartmentHeads.

ThailandshowsthehighestshareofC-levelexecutivesandfreelancers1suggestingamoreentrepreneurialor?exibleworkforce.

Incontrast,Singaporehasaslightlyhigherproportionofexecutive-levelstaff1re?ectingamorestructuredcorporateenvironment.

SGMYTH

Freelancer/Self-Employed

Executive/Staff

Manager/Supervisor

Director/DepartmentHead

SeniorManagement (C-Level/VP/GeneralManager)

9%

4%

4%

24%

23%

30%

40%

47%

41%

20%

21%

19%

8%

5%

5%

BusinessOwner

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

21

RESIDENCETYPES

WHATARETHEIR

RESIDENCESTATUSANDMOBILITY?

InternationalMobilityandLong-TermCommitment

ResidenceStatus:

Acrossallthreecountries1asigni?cantportionofusersarenon-citizens—re?ectinghighinternationalmobilitywithinthisdemographic.

Singaporehasthehighestshareofcitizens(31%),

whileMalaysialeadsinEmploymentPassholders(33%).

InThailand,topcategoriesincludestandardWorkVisas(25%)andspecializedLong-TermResidentVisas(21%).

Chinesemediausers

SINGAPORE

SingaporeCitizens

PermanentResident(PR)

31%

EmploymentPass(EP)

MALAYSIA

THAILAND

\

28%

29%

Permanent

Resident(PR)

33%

20%

31%

Malaysiancitizens

EmploymentPass

25%

21%25%

WorkVisa(NON-B)

Permanent

Resident(PR)

Long-TermResident

Visa(LTR)

*Note:Chartdisplaysonlythetop3entries.

*ChineseMediaUsersareindividualsinSoutheastAsia—particularlyinSingapore,Malaysia,andThailand—whoactivelyengagewithChinesedigitalplatforms.

22

SpendingPower

WHATARETHEIR

ECONOMICPROFILEAND

SPENDINGPOWERLOOKLIKE?

Leisureactivitiesrevealsophisticatedlifestylepreferences

Over40%ofChinesemediausersinSingapore,Malaysia,andThailandspendmorethanUSD71000annuallyonpremiumandluxurygoods.

SINGAPORE

42%spendaboveUSD7,000

MALAYSIA

43%inthehigh-endspendingbracket

THAILAND

Highestproportionat47%

NearlyhalfofChineseusersarehigh-endconsumers-signallingstrong

purchasingpowerandaclearappetiteforpremiumexperiencesandproducts.

AnnualSpendingOnPremiumProducts/Services

SGMY圜TH

23%23%

22%

20%

20%

19%

17%

17%

15%

15%

14%

12%

12%

12%

10%11%

9%

9%

8%6%

4%

3%

1%2%

$1,400

andabove

$1,401-$2,801-$4,201-2,8004,2007,000

ProportionofSpendingRangeisHigherThanUS$7,000

SINGAPORE42%

MALAYSIA43%

THAILAND47%

0%0%0%

$7,001-$9,801-$14,001-$27,901-$41,901

9,80014,00027,90041,900andabove

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

23

LeisureActivities

WHEREDOTHEYGO

TOHAVEFUNANDRELAX?

LeisureActivitiesRevealSophisticatedLifestylePreferences

ChinesemediausersinSingapore,Malaysia,andThailandexhibitsimilar

preferencesforlocalfoodexploration(40–42%),shoppingactivities(38–41%),andindoor?tness(36–37%).

SINGAPORE–ActiveSocialEngagers:

Tendtofavouroutdooractivities,socialinteraction,andLocalCuisineExploration.

MALAYSIA–BalancedGeneralists:

Displaymoderateandevenlyspreadparticipationacrossallleisurecategories.

THAILAND–CulturalFamilyEnthusiasts:

Morefocusedonculturalengagementandhome-basedorfamily-centredactivities.

OutdoorActivities

(hiking,cycling,

LocalCuisineExploration

Social

Engagement/

beachactivities)

FriendGatherings

index112

index103

48%

39%

41%

Singapore

Malaysia

Thailand

42%

40%

42%

43%index116

index96

index92

index95

index102

35%index94

31%index

84

Cultural

Exploration

heritagesites)

(attractions,

Singapore

Malaysia

index98

40%

index98

40%

44%

index107

Thailand

IndoorFitness

Shopping

yoga,dance)

(swimming,sports,

index101

38%

index97

36%

index102

index99

36%

37%

40%

index102

index101

41%

Singapore

Malaysia

Thailand

index101

index103

index94

DininginChineseRestaurants

35%

36%

33%

WatchingChineseMovies/TVShows

index101

23%

27%

35%

index90

32%

index113

40%

Home-basedLeisure

index118

32%

index84

index98

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

05

Findings&Insights

S.E.A

ofChange

byEternityX24

WhatAreTheir

BuyingPreference?

S.E.A

ofChange

byEternityX25

26

CONSUMPTIONBEHAVIOURS

SUMMARY

$

v

SpendingPower

High-frequencyspendingondailyessentials;activeinhigh-value

categories(e.g.?nance,luxury,auto)

PurchaseDrivers

Strongfocusonproductqualityandfunctionality

SocialIn?uence

Heavilyin?uencedbyuser

reviews,peerrecommendations,andsocialmedia

BrandPreference

Localbrandspreferredfordailyneeds;internationalbrands

trustedforpremiumcategories

Auto,healthcare,travel,luxury

Liquor,

electronics,

beauty

SINGAPOREMALAYSIATHAILAND

KEYTRAITS

Quality-focused,?nancially

conscious

Experience-led,

socially

in?uenced

Diverseandhealth-driven

PREFERREDCATEGORIES

CHANNEL

PREFERENCE

High-endmalls,of?ineretail,cross-border

e-commerce

Department

stores,brand

websites,

omnichannel

Cross-border

e-commerce,

brandwebsites

Authenticity,

shopping

environment,

pricesensitivity

Socialmedia

impact,

SHOPPINGPRIORITIES

Functionality,

safety,after-sales

service

personalization,pricesensitivity

Personalcare,

homecare,

?nancialservices

27

HOWDOTHEYSHOP?

MostChineseMediaUsersinSingapore,Malaysia,andThailandPreferLocalShopping,UsingaMixofOnlineandOf?ineChannels.LocalE-commerce

LeadsOverall,WhileInterestinShoppingfromChinaisHighestinThailand.

SINGAPORE

Luxury-First,Of?ineStrongholdwithGrowingCross-BorderInterest

TopPreferences:

High-endLuxuryMalls(Index106),Of?ineRetail(Index104)

ChinaCross-borderECPlatforms(Index106)

MALAYSIA

OmnichannelShopperwithStrongTrustinDepartmentStoresandBrandSites

TopPreferences:

LuxuryMalls(Index110),

DepartmentStores(Index105)

BrandWebsites(Index105)

Balanceduseofof?ine&onlinechannels

THAILAND

Digital-SavvywithStrongPreferenceforChina-BasedShopping

HighestinterestinshoppingfromChina(36%)TopPreferences:

ChinaCross-borderECPlatforms(Index107),BrandWebsites(Index102)

*Singapore:N=300,Malaysia:N=300,Thailand:N=200

PrefersshoppinglocallyPrefersshoppinginChinaNosigni?cantdifference

PreferredShoppinglocations

56%62%65%

36%24%20%

9%14%15%

SG

TH

MY

FavouredShoppingChannelIndex

58.5%57.7%60.5%Avg.RegionalTrends

48.7%

68.0%

65.0%64.5%

64.3%63.7%

62.3%

47.5%45.0%

43.3%43.3%

41.0%41.5%

34.7%

30.5%

98

103

98

LocalECPlatforms

Of?ine

RetailStores

95

105

100

DepartmentStores

Brand

Websites

High-end

LuxuryMails

ChinaCross-borderEC

Platforms

Index

93

105

102

104

100

94

106106

1108975107

Note:Barchartshowspenetrationbymarket.Indextablebelowcomparesrelative

preferenceacrossmarkets(Index>100=aboveaverage).*Singapore:N=300,Malaysia:N=300,Thailand:N=200

28

WHATDOTHEYCAREABOUT

WHENTHEYGOSHOPPING?

ChineseMediaUsersinSingapore,Malaysia,andThailand

PrioritizeAuthenticity,ServiceQuality,andProductVariety-KeyDriversofaBetterShoppingExperience.

SINGAPORE

MostExperience-consciousMarket

TopPriorities:

AuthenticityandQualityofProducts(Index107)TaxRatesandPrices(Index107)

ShoppingEnvironmentandServices(Index102)BrandReputation(Index101)

MALAYSIA

BalancedMindsetwithFocusonPracticalNeeds

TopPriorities:

ProductTypeAvailability(Index102)

THAILAND

PracticalandQuality-driven

TopPriorities:

ProductTypeAvailability(Index104)

AuthenticityandQualityofProducts(Index102)

PreferredShoppingExperience

ShoppingEnvironmentandServices

SGMY圜TH

TaxRatesandPrices

AuthenticityandQualityofProducts

BrandReputation

ProductTypeAvailability

Shopping

EnvironmentandServices

AuthenticityandQualityofProducts

Pro