Beyond the Chiselled Hero: Thomas Hoon on China’s ‘Playful’ Marketing Revolution

In a recent LinkedIn post, Thomas Hoon explores the dynamic and often surprising landscape of marketing in China, contrasting it with Western approaches. Hoon uses the unexpected popularity of footballer Erling Haaland in the Chinese market, even after Norway’s World Cup exit, to illustrate a broader point about authentic audience engagement.

Hoon highlights the remarkable traction Haaland has gained on Chinese social media, noting the sheer scale of his follower count and endorsement deals. This phenomenon, he suggests, goes beyond traditional brand endorsements.

“The numbers are a bit silly. Account open barely a month, 5.7 million followers. That is more than the entire population of Norway. The man out-followed his own country. Ten endorsements this cycle. Around 80 million US dollars a year. Midea, Wang Lao Ji, Doubao all lining up for a striker who is currently on holiday.”

The Power of Fan-Generated Content

A key aspect of Hoon’s analysis is the role of fan-made content in amplifying a brand’s message. He points out that while brands invest in creating polished advertisements, the real viral impact often comes from organic, user-generated remixes and edits.

“Best part is the commercials were only the starter. The real chaos is fan made. Regular people cutting their own Haaland edits, dubbing him, remixing the fridge ad and the herbal tea ad into stuff no brand manager would ever approve,” Hoon writes. He elaborates on this, stating, “Those clips are the ones getting the headlines now. The brand paid for one video. The internet made ten thousand sequels for free.”

Contrasting Marketing Philosophies

Hoon posits a fundamental difference between Western and Chinese marketing strategies. He characterizes Western marketing as often focusing on a singular, idealized figure, while Chinese marketing, as exemplified by the Haaland case, thrives on participation and playfulness.

The ‘Play to Build’ Approach

According to Hoon, the core lesson for marketers lies in understanding that audiences in China are not just passive consumers but active participants.

“Western marketing sells you a chiselled hero staring into the distance thinking about synergy. China puts a washing machine on the man and lets the crowd play. Give people a toy and they build you a factory.”

Hoon extends this observation to businesses entering the Chinese market, noting a common misstep by founders who arrive with rigid brand guidelines and polished imagery, expecting immediate market traction. As Hoon observes, this approach often falls flat because it fails to connect with the audience’s desire for interaction.

Engagement Over Admiration

In his concluding thoughts, Thomas Hoon suggests that success in the Chinese market hinges on creating opportunities for engagement rather than simply presenting a polished brand image. He contrasts the desire for admiration with the more potent force of participation.

“I keep seeing ASEAN founders land here with a brand book, a tone of voice guide, and one very serious founder photo. Then they wonder why the market yawns. Nobody wanted to admire them. People wanted to play with them,” Hoon concludes. He wraps up by posing a question about an upcoming football match, subtly reinforcing the theme of competition and audience engagement.