(Source: https://pltfrm.com.cn)
Introduction
On Douyin, the most beloved “influencers” are no longer always human—brands that create compelling digital characters with distinct personalities, backstories, and evolution arcs are winning hearts and wallets at unprecedented scale. This is the new frontier of creative expression for overseas brands in China.
1. Character DNA Design Rooted in Chinese Culture
1.1 Archetype + Local Flavor Fusion Personality Matrix: Combine universal archetypes (rebel, caregiver, explorer) with Chinese cultural traits and memes. Example: A “996 survivor turned wellness warrior” or “post-00s rich girl with social anxiety”. Relatability: Characters that reflect real Chinese life struggles and dreams achieve 5-10× higher affinity scores.
1.2 Visual Signature System Consistent Yet Evolving: Lock core elements (hairstyle, color palette, catchphrase) while allowing seasonal transformations. Animation Style: Blend 2D anime, 3D realism, or illustration depending on target demographic. Recognition: Users identify the character in 0.5 seconds—even in crowded feeds.
2. Narrative Universe Building Across Content Types
2.1 Daily Life Series Soap Opera Format: Release 15-60 second episodes showing the character’s ongoing life journey with brand naturally integrated. Cliffhanger Technique: End episodes on emotional hooks to drive next-day returns. Addiction Factor: Top brand characters achieve daily active rates rivaling TV dramas.
2.2 Crisis and Growth Arcs Character Development: Let the persona face real challenges (career setback, relationship issues) and grow through brand philosophy. Authenticity: Chinese audiences reward vulnerability and resilience stories with massive engagement. Loyalty: Fans defend and advocate for characters they’ve “watched grow up”.
3. Multi-Format Character Deployment
3.1 Live Streaming with Personality Scheduled Appearances: Have the digital character host regular lives with real-time interaction via voice synthesis and motion capture. Sales Power: Virtual characters often outperform human hosts in consistency and 24/7 availability.
Case Study: SK-II’s Virtual Ambassador “Aiko”
The Japanese skincare giant created Aiko—a 28-year-old Tokyo-Shanghai hybrid woman navigating modern pressures of beauty standards and career. Through daily Douyin episodes showing her bare-faced struggles and transformation using SK-II, plus weekly lives answering fan questions, Aiko amassed 8 million followers in under a year, drove 400% YOY sales growth, and became a cultural icon discussed on variety shows—proving fictional characters can build deeper connections than celebrities.
Conclusion
In China’s attention economy, overseas brands that invest in living, breathing digital characters win devotion that transcends traditional marketing. When creative expression meets cultural empathy, brands don’t just trend—they become part of consumers’ personal narratives.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
