Since the launch of podcast platform Xiaoyuzhou in 2020, the Chinese podcast industry has grown significantly, attracting over 100 million listeners by 2022 and achieving an annual growth rate of over 15% between 2023 and 2024. With 240,000 original programs on online audio platform Himalaya (Ximalaya), brands like Giada, Nike, and LVMH have embraced podcasts to engage younger, educated audiences. Levi’s “Voices of Levi’s” podcast, launched earlier this year, explores diversity while utilizing social listening and influencer collaborations. Industry experts emphasize the importance of quality content and innovative formats, noting that podcasts create intimacy and effective brand engagement, particularly among youth.