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  • China’s online trendsetters are like ‘big sisters’ to their fans
  • China’s online trendsetters are like ‘big sisters’ to their fans
    Jonathan Kos-Read, Creative Commons (2013) ©
CASE STUDY

Itugo: shopping with China’s social trendsetters

A generation of Chinese women have grown up without sisters to confide in, share their experiences with, or tell them what’s cool. They might be using social media as a stand-in; social commerce and photo-sharing site Itugo now has 15 million users. But what makes it so popular?

Location China

Scope
A whole generation of women under 35 in China have grown up without sisters to confide in, share their experiences with, or tell them what’s cool. This lack of siblings might explain why Chinese women have become so active on social media. On Itugo, a Chinese social commerce and photo-sharing app, female tastemakers have a platform to act as ‘big sisters’ to millions of followers who want to be guided and inspired – but how did it become so popular?

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