Hong Kong YouTubers

The Rise of the YouTuber Economy in Asia 2025: How KOLs Are Evolving from Brand Ambassadors to Independent IP Owners In recent years, YouTubers and KOLs (Key Opinion Leaders) across Asia have shifted from being mere brand endorsers to becoming full-fledged business owners managing their own intellectual property (IP) and fan ecosystems. This evolution reflects the explosive growth of the creator economy  — and signals a new phase of digital marketing in 2025: KOLs are no long

KOL marketing is undergoing a quiet transformation: consumers no longer care only about who can sell, but more about who they can trust.