We get it: winning over consumers and building deeper relationships is the foundation of brand loyalty. But standing out in today’s fast-paced world is not easy; that’s where innovation comes in. Over the past few years, the so-called “sound economy”—the strategic use of audio to engage and create value—has seen massive growth in China. As a result, podcast marketing has emerged as a powerful tool, inspiring brands to explore sound as the next frontier for storytelling and connection.
With their ability to slip effortlessly into any part of the day—whether it’s waking up, commuting, exercising, or winding down—podcasts have become a trusted daily companion for many. Unlike other media, they offer a deeply personal experience. Listeners don’t just tune in; they follow the host’s thoughts, forming a bond that feels almost like a friendship. Over time, this trust turns into loyalty, making podcasts one of the most powerful ways to capture and keep an audience’s attention.
In China, the podcast boom is undeniable. In 2024, listeners have hit 150 million, cementing the country as one of the fastest-growing podcast market in the world. And it’s only getting bigger: the global podcast market is expected to surpass $30 billion, opening up massive opportunities for brands. The main Chinese demographic includes young and educated individuals residing in top-tier cities—exactly the kind of consumers brands want to reach. Most are between 21 and 35 years old, highly engaged, and spending an average of four hours per session listening. As podcasts continue to shape conversations and culture, brands are recognizing their potential, not just as a marketing tool, but as a direct line to a smart and deeply invested audience.
To date, more than 150 brands have ventured into podcasting, launching branded channels or investing in content on leading platforms such as Xiaoyuzhou, Himalaya, and Apple Podcasts. In addition to creating their own shows, brands are leveraging influential podcast KOLs for innovative collaborations, particularly in the luxury sector.
Let’s take a closer look at three success stories from the Luxury, Sports&Outdoor and Beauty industries.
In October 2023, Louis Vuitton took an ambitious leap into China’s podcast scene with the launch of its first-ever Chinese-language series on Xiaoyuzhou: Louis Vuitton [Extended]. Blending Louis Vuitton’s rich heritage with modern storytelling, the podcast dives deep into the artistry and vision behind the brand, featuring exclusive stories from designers, artisans, and creatives shaping its legacy. Following the global debut of its podcast just a month prior, Louis Vuitton’s decision to create a version tailored specifically for Chinese listeners demonstrates its commitment to connecting with a wider and more diverse audience.
In 2022, Nike launched “Nai Listen” (耐听), a podcast designed to inspire and connect sports enthusiasts through engaging conversations with athletes and other influential figures. With a monthly audience exceeding 63,000, the series has cultivated a thriving online community, blending motivation, storytelling, and brand values. By leveraging the power of sound, Nike uses the podcast to promote sports participation while deepening its connection with listeners and reinforcing brand loyalty.
Lancôme has embraced podcasts as an effective medium to not only connect with audiences but also amplify important social conversations. Collaborating with “GQ Talk,” Lancôme highlighted its “Uplift” product by aligning its message with the inspiring journey of mixed martial artist Zhang Weili. Through an engaging discussion of her career and resilience, the campaign brought the product’s ethos of empowerment to life.
Beyond product promotion, Lancôme’s collaboration with “Stochastic Volatility”—one of China’s largest podcasts focusing on feminism and social critique—reflects its commitment to championing women’s voices. As part of the “Women in Motion” initiative, the podcast featured Chinese female artists and creators, offering diverse perspectives on gender and societal issues. Similarly, Giada’s “Flower on the Rock” podcast has risen in prominence with in-depth discussions on women’s empowerment and artistic expression. These examples showcase how beauty and luxury brands are using podcasts not just to promote products but to raise awareness about social issues and inspire meaningful dialogue.
In an era where sound drives connection, podcasts have become the new frontier for brands. As the sound economy reshapes engagement, one thing is clear: the future belongs to those who are ready to listen.