EternityX力恒：2025年东南亚新消费浪潮：中国媒体用户崛起激发区域新消费动能白皮书（英文版）

What if the consumers driving Southeast Asia’s spending and lifestyle shifts aren’t who you think they are? At EternityX, we've observed a significant shift in Southeast Asian consumer behaviour—the rise of Chinese Media Users. These consumers aren't defined by nationality, but by their active engagement with Chinese digital platforms while living across Singapore, Malaysia, and Thailand. They represent a sophisticated, financially powerful segment that's reshaping market dynamics