About the author

Sami Wong

Research Director at Concept M Asia Pacific, has extensive experience in the field of in-depth research and cross-cultural psychology across Asia Pacific for over 15 years. She is also a psychoanalytic psychotherapist who works in both individual and group dynamic settings.

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One Comment

  1. 1

    Angus Wu

    This article reads like it was written five or more years ago. Today, KOLs are pretty much “out” for Gen-Z in China, product reviews are treated with extreme caution, etc. Instead, consumers rely on most immediate, closed groups for brand information exchange and appraisal, and they bond with brands in entirely different ways these days. I’d like to see more professional analysis of people who really understand current situations and changes in China, much more valuable to the readership. Thanks, editor!


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