Vol. 2 | Influencer Marketing Global Market Digest

August 2025

Stay ahead in global marketing with the MegaEvolution Global Market Digest — your source for curated insights from markets around the world, we analyze local articles to deliver on-the-ground perspectives on influencer marketing , emerging trends, and broader societal shifts.

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Highlights:

Japan:

Japan’s Influencer Marketing 
Market Doubles Toward 2025

Japan’s influencer marketing market is projected to nearly double from about 741 billion yen in 2023 to 1.3 trillion yen by 2027, establishing itself as a core area of marketing. Consumer trust in influencers is also expected to rise from 58% in 2021 to 70% in 2025, further strengthening their influence. 

 

South Korea:
Short-Form Video Becomes Key Growth Engine Across All Age Groups

In South Korea, short-form video has become a high-conversion commerce channel spanning from Gen Z to consumers in their 40s and 50s, with CJ OnStyle recording a 174% increase in order volume and a 197% rise in app traffic through its collaboration with Tving. It also provided a clear hint that tailoring 30–60 second videos for platforms like Tving, Naver Shopping Live, and KakaoTalk Channels—infused with K-content aesthetics and influencer collaborations—can drive rapid conversions even without prior brand awareness.

Vietnam:
TikTok Shop Booms in H1 2025 - Gen Z Drives Growth, Big Brands Trail Behind

In the first half of 2025, TikTok Shop recorded $4 billion in sales and a 42% market share, rapidly closing in on Shopee (55%). With 51% of Gen Z influenced by social network trends and 55% consulting micro-influencer content before making purchases, TikTok Shop’s influence is expected to continue growing.

 

Thailand:
Digital Ad Market Sees Skincare and Beverage on Top, TikTok Share Doubles

In 2025, Thailand’s digital advertising market is expected to reach around $1 billion, with skincare (16%) and non-alcoholic beverages (9%) taking the top two spots, driven by strong demand among Gen Z consumers. By platform, TikTok raised its share to 20%, surpassing YouTube to claim second place, while Meta maintained the lead at 26%.

 

South Korea:

• Cracks Down on Influencer Ad Disclosures

Vietnam:

• Influencer Marketing Gains Ground as Key Entry Channel

Thailand:

• Rise of Mobile-First Shopping and Expanding Marketing Power of Key Platforms

USA:

• Gen Z and Millennials Flock to Loyalty Programs That Foster Community
• Influencer Reach Stays High, But Trust Faces Growing Scrutiny

Global:

• Saudi Arabia & UAE: MENA Beauty Market to Reach $95.2B by 2030

TikTok:

• TikTok Expands into Travel Commerce with Hotel Booking & Creator Commissions

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About MegaEvolution

MegaEvolution is a global influencer marketing agency and platform that connects brands with creators across borders. With local representatives in six countries — Japan, Korea, the United States, Vietnam, Thailand, and the Philippines — and services spanning more than 40 additional markets, we ensure seamless communication and collaboration between brands and creators worldwide.

Global reach. Local expertise. Let MegaEvolution elevate your brand worldwide.

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Contact Us

• Official Website: https://www.megaevolution.io
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