Many brands get China wrong.
We help you get it right.

how we help

  • From strategy to content creation, we manage your WeChat, Weibo, Xiaohongshu, and Douyin channels to reach the right audience, on the right platforms.

  • Whether you haven’t entered the market yet or need a strategic refresh, our China Social Media Audit gives you a clear picture of what’s working—and what’s not. We deliver a deep-dive analysis with concrete examples, competitive insights, and a practical roadmap to elevate your presence and performance.

  • For global teams aiming to boost impact in China, our workshops and trainings decode local social media platforms, consumer behavior, and marketing best practices. We bridge the knowledge gap between HQ and China teams—so everyone delivers aligned, high-performing work.

  • We deliver keynotes at global conferences for audiences eager to understand the future of digital, innovation, and consumer behavior. Whether you’re entering China or not, insights from the world’s most competitive market offer a strategic edge in any region.

who we’ve worked with

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what we say

Our insights are regularly featured in leading publications including the Financial Times, Jing Daily, Business Insider, and Campaign Asia. These platforms turn to us for expert perspectives on China’s fast-moving digital and consumer landscape.

why we wai

In 2019, after spending 4 years working in marketing agencies in Shanghai, Olivia Plotnick founded wai social.

Our name is a play on words — “wĂ i” (怖, pronounced wĂ i) means “outside” or “foreign” in Chinese, while it also echoes wǒ Ă i (我爱), meaning “I love.” It’s a nod to our passion for connecting across cultures and our mission to help brands truly love and understand the Chinese market — not just enter it.

Our team brings years of hands-on experience building social media strategies for China’s unique digital ecosystem. We’ve grown accounts from the ground up, built communities from scratch, and advised organizations from around the world on how to reach, engage, and resonate with Chinese audiences.

Whether you’re just getting started or looking to sharpen your approach, we’re here to help you get China right.