Totem is excited to share our latest 68-page report ...covering the fast-evolving world of influencer marketing and social commerce in Asia.

This new report is built on surveys with 3,813 consumers across seven markets (China, India, Indonesia, Philippines, Thailand, Japan, South Korea) and 54 senior brand leaders.

It reveals how influencers are reshaping commerce, driving community-led engagement, and unlocking growth opportunities across categories from fashion to beauty, F&B, tech, gaming, travel, auto ...and more.

We believe this report comes at an important time. As the economy remains sluggish in many markets & categories across the region, influencers may represent an opportunity to drive more efficient gains - at a time when brands have to get more from their budgets.

HIGHLIGHTS FROM THE REPORT:

Asia leads globally in social commerce, with livestream selling and influencer-driven activities trending ahead of Western markets
Investment gap - despite Asia's focus on social commerce, influencer spend is only 0.75% of GMV vs. 6.8% in the US - pointing to huge untapped potential
Status matters - consumers still look to larger influencers for aspiration and trust, even as KOCs shape niche communities
China sets the pace, but enthusiasm varies widely - Japan and Korea lag in digital adoption, while India and Southeast Asia are in rapid growth mode
TikTok is a major catalyst - in markets where TikTok Shop is active, enthusiasm for social commerce is significantly higher
Livestream commerce is booming - 84% of Asian consumers have watched or bought via livestream; Gen Z are the biggest drivers

*Thanks to Rakuten Insight Global for their amazing work in conducting the consumer research across seven markets. Also a big thanks to Campaign Asia for their detailed reporting on the findings of this report.