Our Presence on Chinese Social Media

The media landscape in China is unique compared to the rest of the world. This is in large part due to restrictions of access to international social media, but also because the Chinese have created their own unique platforms. In the Chinavia project, we have put great effort into reaching the Chinese travel consumers by increasing our visibility in the media they use and adapting our stories to their reality and view of the world.

Our activities on Chinese social media

In November 2013, Visit Copenhagen launched its profile on Sina Weibo – one of the most popular social media sites in China.

The profile posts  daily updates on activities and attractions in Copenhagen, and it shares pictures and experiences of Chinese tourists visiting “美妙的哥本哈根” (Wonderful Copenhagen).

As of August 2014, Visit Copenhagen has 6,875 active followers on Sina Weibo.

Just like Facebook, Twitter and YouTube – social media platforms that we are familiar with in the western world – managing content and building up a fan-base on Chinese social media platforms take a lot of work.

However, it is well worth the effort if your goal is to reach out to the nearly 600 million Chinese netizens who spend much of their time on these platforms.

Wonderful Copenhagen is currently active on Sina Weibo and Youku, while undergoing registration for a WeChat profile.


Sina Weibo

Sina Weibo, or more commonly referred to simply as Weibo (pronounced Wēi Bó, which means “Micro-blog”), is a Chinese micro blogging website, usually described as a hybrid of Twitter and Facebook.

With over 500 million registered users as of January 2014, it is one of the most popular social media sites in China.  

Weibo offers an easy and open operating platform, which allows an administrator to post content, add events, and interact with his or her followers through comments, newsletters and private/auto messaging.

The platform also allows strangers to interact with each other, just as we are familiar with on Facebook's Pages. 

Besides aiding individual followers through private messaging, Wonderful Copenhagen post daily updates on Sina Weibo within the following categories:  
• Current events and seasonal attractions in Copenhagen
• Attractions in and around the capital area of Denmark
• Pictures of Copenhagen taken by Chinese tourists and Chinese residents in Copenhagen
• Danish culture, tradition, language and cuisine
Visit Wonderful Copenhagen's profile here.


Youku, meaning “excellent (and) cool”, is the second largest online video platform in the world after YouTube.

In 2012, the two largest Chinese online video sharing sites, Youku and Tudou merged into Youku Tudou, making it the the largest Chinese video-platform by far.
Even though the two platforms remain separate, they now share the same search engine.
Wonderful Copenhagen is currently hosting around 30 videos on Youku, while working on adding Chinese subtitles to numerous new videos.
Visit Wonderful Copenhagen's profile here.


WeChat is a mobile voice and text app similar to WhatsApp.
It was introduced by one of China’s most influential internet companies, Tencent.
Tencent’s messenger app, QQ, has nearly 800 million users, and WeChat now has nearly 400 million users.
Unlike Weibo, WeChat operates with a closed circle, where users only are able to interact with people that they are connected with.
Users can also receive push-messages with pictures, videos and texts from public accounts that they are following.
This is why many Chinese use WeChat to communicate with their friends in real-life, while still heavily using Weibo to browse/share news and seek inspiration. 
Wonderful Copenhagen’s registration at WeChat is still in process. 
To know more about the importance of Social Media, read our report, that unravels why and how you should make online presence relevant

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