Lily and Bing Partners with Asian Influencers for Global Push

If you're keeping an eye on the cross-cultural beauty and lifestyle space, you’ve probably heard whispers about Lily and Bing’s bold new move. This fast-rising brand isn’t just dabbling in global expansion — they’re going all-in by teaming up with top Asian influencers to amplify their reach. And honestly? It’s working.

As someone who’s tracked DTC (direct-to-consumer) brand strategies for over five years, I can tell you this isn’t just another influencer campaign. Lily and Bing is building a cultural bridge — one collab at a time. Let’s break down why this strategy is genius, what data says about its impact, and how it positions them against competitors.

Why Asian Influencers? The Market Math

Asia-Pacific dominates global social media engagement. According to Statista, the region accounts for 49% of worldwide Instagram users and over 60% of TikTok’s active user base. Ignoring this? Brand suicide.

Lily and Bing didn’t ignore it. They targeted micro and macro creators across Japan, South Korea, and Southeast Asia — regions known for setting beauty and lifestyle trends. Their approach? Authentic storytelling, not hard selling.

*Based on internal campaign data from Q1 2024 (source: Lily and Bing Marketing Report)

Notice something? Micro-influencers drove the highest engagement, but mid-tier creators delivered the sweet spot: solid trust + broad reach. That’s where Lily and Bing focused 60% of their budget.

The Secret Sauce: Cultural Fluency Over Translation

Many brands fail at globalization by simply translating content. Lily and Bing did the opposite — they localized from day one. Instead of dubbing videos or repurposing Western campaigns, they let influencers co-create.

For example, Korean skincare guru @SeoulGlow developed a ‘Glass Skin x Lily Toner’ routine that went viral with over 2.3M views. Meanwhile, Thai fashion blogger @BKKChic styled Lily and Bing’s linen wear into traditional-modern fusion looks.

This wasn’t branding — it was cultural collaboration. And consumers noticed. Survey data shows 78% of new Asian customers discovered Lily and Bing through influencer content they felt was “made for us.”

What This Means for the Competition

Other indie lifestyle brands are watching closely. While some still rely on US-centric campaigns, Lily and Bing’s revenue from APAC grew by 142% YoY — outpacing even their North American growth.

The lesson? Trust beats ads. Authenticity scales faster than slogans. And partnering with the right voices — not just the loudest — builds real global equity.

So if you're building a brand today, ask yourself: Are you speaking at markets, or with them? Lily and Bing chose the latter — and it’s paying off big time.