Asia-Pacific
Digital diets and social celebrities
Chinese consumers by far outpace other countries in Asia-Pacific when it comes to sharing their food experiences online, with 46% posting once a week or more, compared to those in Singapore and Australia, where 62% and 83% respectively say they rarely, or never, post about food experiences on social media.
The interest among Chinese consumers to be seen as influential foodies correlates directly with their love of celebrity culture—also a key trend highlighted in the report, which reveals that71% of Chinese consumers are more likely to buy a product or visit a restaurant based on a celebrity endorsement.
By contrast, nearly half of Australians are less likely to buy a product or visit a restaurant if it isendorsed.