In China’s wellness market, Douyin has evolved beyond a simple discovery platform. It’s no longer just where Chinese users browse for new spas, it’s where their preferences and emotions are shaped before they even consider booking. Instead of waiting for intent, Douyin creates it.

Most global brands arrive in China confident in a formula that has worked everywhere else replicating the same campaigns, the same tone of voice, and the same visual identity, simply translated into Mandarin. On paper, it feels efficient. In reality, it rarely delivers results.

Chinese travelers are increasingly planning trips via Xiaohongshu, where over 60% discover new destinations and nearly half book based on content seen on the platform. For Thailand consistently ranked among the top three outbound destinations for Chinese tourists Xiaohongshu has evolved into a critical “inspiration-to-booking” channel, particularly for independent (FIT) travelers and young couples.