The C-pop marketing playbook

Don’t call them a K-pop-inspired Chinese girl band — A2O May is a global phenomenon fronting Zalpha pop, a genre designed for Gen Z and their Alpha siblings. The term was coined by Lee Soo-man, the “father of K-pop” and founder of SM Entertainment, the powerhouse label behind EXO, Red Velvet, NCT, and aespa. After being ousted from the company, Lee has returned with a new venture, A2O Entertainment, which has offices in California, Japan, Singapore, and South Korea. “I designed and realized the ‘three-stage hallyu’ theory, but now we must enter the ‘Beyond K-pop’ stage,” Lee told Yonhap News Agency in February 2025. “The Chinese activities of A2O artists and their preparations for expansion into the U.S. and Japan are all part of this globalization effort.” A2O May members — Chinese-American twins Kat and Miche, along with Chinese idols Shijie, Quchang, and Chenyu — are already breaking records. After becoming the first Chinese act to perform at the 102.7 KIIS FM Wango Tango festival, A2O May scored two simultaneous hits on the U.S. Mediabase Top 100: their debut, “Under My Skin,” and follow-up single, “Boss.” “Boss” also reached the No. 8 spot on the Hot Song Chart and debuted at No. 1 on the New Song Chart of QQ Music, China’s largest music streaming platform. Interestingly, the group releases songs in both English and Chinese, but according to Xuenan Cao, an assistant professor of cultural studies at the Chinese University of Hong Kong, the sound is clearly designed for an international audience. “Their singing style and lyrics feel reminiscent of late 1990s and early 2000s Taiwanese pop. That style was popular in China back then; it is nostalgic for a certain generation,” she tells Jing Daily. “It also reminds me of Jay Chou’s rap style; it doesn’t sound like standard Mandarin. The tones and intonation are different, almost made to sound foreign. For Chinese audiences, that’s intriguing: they are Chinese, but ‘everywhere.’ It’s a kind of patriotism with Western elements — foreign-sounding tones and a style that can feel alien compared with most other female Mandarin pop singers.” C-pop is not K-pop C-pop spans a much wider spectrum than young girls dancing and singing lines like, “I’m a boss, tell ’em not today.” “One common misconception is that C-pop simply mirrors the K-pop model,” Lu Zhao, marketing manager at the Hot Pot China consultancy, explains. “In reality, China’s pop culture scene has evolved very differently, shaped by its own regulations, platforms, and celebrity economy.” Zhao notes how the Chinese government banned idol competition shows like Idol Producer (偶像练习生) and Produce Camp (创造营) in 2021 and cracked down on excessive fan spending. As a result, the traditional Korean-style idol group pipeline was disrupted. “Influential ballad singers and indie bands are making their own waves,” she adds, referencing musicians who rose to fame through singing competitions, variety shows, acting, or as internet-born creators and livestreamers, such as Mao Buyi (毛不易), Wutiaoren (五条人), Adam Fan (范丞丞), Shan Yichun (单依纯), Ding Yuxi (丁禹兮), and Esther Yu (虞书欣). The C-pop branding playbook In July 2025, singer and actor Liu Yuning (刘宇宁) was named the first brand ambassador of Xianyu (闲鱼), Alibaba’s secondhand marketplace. “Liu’s grassroots rise from street performances to drama OSTs [Original Soundtracks] and TV male lead stardom mirrors Xianyu’s youthful, entrepreneurial user base, making the partnership resonate naturally,” states a report from Hot Pot China’s subscription-based strategy hub, China Playbook. Many brands have already jumped on the C-pop bandwagon to gain cultural relevance and connect with fandoms. In recent months, Dior named Chinese star Xin Liu — the first female Chinese solo artist to perform at Coachella — as its new ambassador. Meanwhile, Pomellato appointed C-pop star Roy Wang as a global brand ambassador, and Hennessy reunited with Jackson Wang to release a limited-edition collaboration for the Mid-Autumn Festival. However, brands entering the C-pop fandom space must tread carefully. “Fans are highly sensitive to inauthentic tie-ins, so partnerships should feel like a natural fit with both the celebrity’s image and the fan community’s values,” Zhao says. “In China’s idol fandom culture, fans are highly attuned to how their favorite stars are treated. If they see a brand going above and beyond, they often reciprocate with loyalty — purchasing products, amplifying campaigns online, and actively supporting the brand in return.” How to connect with C-pop fans Dr. Zilun Lin, an entertainment marketing and artist development strategist, has studied C-pop fandoms and describes them as audiences who want to “feel seen, understood, and reassured.” “I see personal connection as central not only to Chinese Gen Z’s engagement with C-pop but to entertainment content globally. The desire for authenticity and a sense of community is evident in discussions around artworks, whether it’s a film plot, a stand-up comedy line or a creator’s personal backstory,” she tells Jing Daily. Many fans — often in parasocial relationships with their favorite artists — are scattered across platforms, from Weibo and Xiaohongshu (RedNote) to emerging private WeChat groups. “RedNote has invested heavily in onboarding celebrities to share their daily life content, fostering a more lifestyle-oriented connection,” Zhao says. This has opened the door for singer and actress Esther Yu, who frequently posts on Xiaohongshu, to promote lifestyle brands. She has previously collaborated with Maia Active, Tissot, Joocyee, Moschino, and Sam Edelman. “Douyin, on the other hand, is more focused on livestreaming, enabling real-time fan-idol interaction, often with brand sponsorships or product placements woven seamlessly into the experience,” Zhao continues. Key platforms also include Bilibili for video sharing, as well as QQ Music and NetEase Cloud Music for streaming and fan interaction via comment sections. For fans seeking direct communication with their idols, new technologies are quickly emerging. In August 2025, A2O May announced the launch of Blooming Talk, a next-generation fan interaction platform. The app offers real-time chats with artists, 24/7 AI conversations that mimic their voices, unlockable photo cards, and exclusive content. Fans can purchase extra time and collect Heart Points. Underscoring the group’s global appeal, the service is available in China and internationally via the App Store.

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The C-pop marketing playbook