Bridging Cultures and Creativity: Comms8 and InfluenConnect™ Represent UKAEG at AdAsia 2025 in Beijing
Beijing, 23 - 26 October 2025 – It was a proud moment for Comms8 and InfluenConnect™ last week as Founder and Managing Director Carol Chan and Senior Business Manager Khara Yu represented the UK Advertising Association (AA) and the UK Advertising Export Group (UKAEG) at AdAsia 2025 in Beijing, one of Asia’s most influential marketing and advertising events.
This marks the first time an Asia MarTech company has represented UKAEG on the global stage. It reflects our ongoing commitment to driving collaboration, creativity and cultural understanding between markets in the East and West.
A Global Stage for Cross-Border Innovation
Held alongside the 32nd China International Advertising Festival, AdAsia 2025 brought together more than 1,200 industry leaders from over 30 countries, offering a rare dual perspective on both China’s fast-evolving marketing landscape and global advertising innovation.
The opening sessions at the China International Advertising Festival shone a spotlight on the dynamics of the domestic Chinese market, with leading media platforms such as Tencent, Rednote, and other major players sharing insights into consumer trends, platform innovation, and the future of digital engagement across the region.
For our team, this was an invaluable opportunity to exchange ideas and reaffirm Comms8’s deep understanding of the China and wider Asia market — where shifting demographics, digital leapfrogging, and cultural diversity continue to shape brand success. Drawing on our experience navigating local platforms, regulations, and consumer nuances, we’ve helped global brands engage authentically with audiences across this complex yet opportunity-rich region.
At AdAsia 2025, the conversation expanded to a global stage, where artificial intelligence, creativity, and technology converged to redefine the future of marketing. As part of the UKAEG delegation, Carol and Khara shared insights on cultural intelligence, influencer marketing, and the art of cross-border storytelling — reflecting our ongoing mission to bridge East and West, supporting Chinese brands in reaching global audiences and helping international organisations engage genuinely with consumers across Asia.
A Meaningful Milestone
This moment is more than representation; it is a reflection of our purpose. At Comms8 and InfluenConnect™, we believe in the power of cultural intelligence, using insight, data and creativity to connect brands with audiences across borders and languages.
From running awareness campaigns with UNDP and the NHS to delivering multilingual strategies for Dropbox, ServiceNow, AVEVA, Schneider Electric and Hitachi Vantara, as well as supporting leading Chinese brands such as Air China, Alibaba and the Hainan Tourism Board, we have consistently championed one guiding principle: influence without borders.
Representing UKAEG to join this year’s delegation is a recognition of that vision, and a reminder of the shared belief that diversity, collaboration and creativity are key drivers of meaningful global growth.
Looking ahead, as AI and creativity continue to evolve, the advertising industry stands at the edge of a new era defined by innovation and cultural connection. For Comms8 and InfluenConnect™, this means deepening partnerships with leading digital ecosystems, advancing AI-powered influencer discovery and personalisation, and strengthening strategies that support both China-outbound and global-inbound brands.
AdAsia 2025 has reinforced our belief that the future of marketing lies in connection, innovation and empathy. These are the values that sit at the very heart of everything we do. We look forward to continuing the conversation, collaborating with forward-thinking partners and helping brands build meaningful, culturally intelligent connections across the world.
The conversation is just getting started. Whether you’re looking to expand into new markets, refine your brand storytelling, or unlock the power of Asian influencer marketing, we’d love to chat!
Contact us today! Let’s share stories, and explore new possibilities together. We can’t wait to hear your ideas and insights.
Follow Comms8 and InfluenConnect™ for live updates, behind-the-scenes stories.
InfluenConnectis one of the fastest-moving ethnic influencer networks, helping brands discover influencers beyond borders and language barriers for a more authentic reach. With over 105K influencers across 12 platforms, we are the biggest search engine for Asian influencers, making influencer marketing simple, accessible, and purposeful.