Annual Comparison of China's Cross-border Creator Marketing Market Size (2021-2025)
Over the past five years, China's cross-border creator marketing market size has grown from approximately $5 billion in 2021 to an estimated $25 billion in 2025, with a CAGR of about 38%.
Market Size Overview
From 2021 to 2025, China's cross-border creator marketing market has experienced rapid growth. According to industry estimates, the market size rose from approximately $5 billion in 2021 to about $25 billion in 2025, with a compound annual growth rate (CAGR) of about 38%.
Key Drivers
- Globalization of Short-Video Platforms: Platforms like TikTok and Kwai expanded rapidly overseas, providing ample traffic for creator marketing.
- Surge in Brand Globalization: Chinese consumer goods, gaming, and e-commerce brands actively use local creators to reach overseas consumers.
- Mature Data and Tools: Third-party marketing platforms and SaaS tools help brands more accurately match creators and measure ROI.
Annual Data (Unit: Billion USD)
| Year | Market Size |
|---|---|
| 2021 | 5.0 |
| 2022 | 8.0 |
| 2023 | 12.0 |
| 2024 | 18.0 |
| 2025 | 25.0 (est.) |
Trends and Outlook
- Growth from 2021 to 2022 was mainly driven by the explosive user growth of TikTok.
- After 2023, more brands allocated regular budgets to creator marketing, while emerging markets (Southeast Asia, Latin America) contributed additional increments.
- It is expected that after 2025, the growth rate will stabilize but still remain above 20%.
Note: Data are industry estimates, synthesized from multiple third-party research institutions and public reports.
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