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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?