After the internet-breaking China trip from IShowSpeed, netizens in China quickly turned their attention to what went on behind the scenes. Who chose the locations, activities and the local influencers that collaborated with Speed? Who made sure that Speed’s messaging was so resonant in China? Soon enough, they found out that it was East Goes Global, an LA-based marketing agency that specialises in managing Western, especially American celebrities, brands and IPs in China, including social media and in-person events.
Their clients range from the NBA and many of its stars to Will Smith and the American band OneRepublic, whose recent appearances on the BiliBili New Year’s Eve Gala and the CMG Spring Festival Gala wowed Chinese audiences.
- #甲亢哥来华的幕后推手The people behind IShowSpeed’s China trip: 15.09 million views on Weibo, ranking number 2 on the Hot Search list
- #对话甲亢哥中国行幕后操盘团队 Dialogue with the team behind IShowSpeed’s China trip: 7.41 million views on Weibo, ranking number 14 on the Hot Search list
While East Goes Global arranged Speed’s itinerary, another big part of the success of IShowSpeed in China is his social presence in the country. A Chinese company called 88rising manages Speed’s Chinese social media accounts. East Goes Global said in an interview that “authenticity” was what made the IShowSpeed trip so successful, the “real China” and the genuine responses from Speed and those around him were what captured the eyes and imagination of Chinese and global netizens.
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