The next time you play Scrabble with your friends, try “Wanghong,” the Chinese term for internet celebrity or influencer. It is quickly finding its way into modern-day English dictionaries, as China is re-defining the global influencer economy. On a whole host of social media platforms, film and sports stars, cultural icons and opinion leaders use their popularity to sell to their followers anything from fashion, food, beauty products to vacation packages and even rockets. How exactly does China’s influencer economy work? What’s unique about it? And what makes it different from the influencer economy of the West?
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