If you open China’s leading podcast platform, Xiaoyuzhou FM—which holds an 87.1% market share, followed by Apple Podcasts at 36.9%—it’s hard to overlook a recurring pattern: the same brand names appearing again and again—Prada, Balenciaga, lululemon, Estée Lauder, L'Oréal Paris. At first glance, this might seem counterintuitive. Fashion and beauty have always been rooted in the visual. Yet today, these very brands are choosing to speak—deliberately, and at volume.

According to the 2025 Xiaoyuzhou FM Podcast Trend Report, branded podcasts in China reached 1.16 billion cumulative listening minutes in 2025. The number of single-episode releases increased by 250% year-on-year, while total listening volume grew by 44.6%. In a media environment dominated by visual platforms, why are so many brands turning to podcasting to connect with audiences?

The Consumers Brands Want Is Already There

Official data from the 2025 Xiaoyuzhou FM Podcast Awards shows that core podcast listeners are concentrated in Tier 1 and Tier 2 cities, aged 18–35, highly educated (bachelor’s degree and above), and possess strong purchasing power. This overlaps almost perfectly with the target consumers of fashion and beauty brands. More importantly, this is a group that is largely immune to hard advertising—but willing to spend 40 minutes listening attentively to a full episode.

Source: 2025 Xiaoyuzhou FM Podcast Trend Report

Unlike short-video platforms that increasingly rely on algorithmic pushes, podcasting remains an opt-in medium. Users press play intentionally. That choice makes them more receptive to nuanced, restrained, and non-transactional messages. For brands, this represents a rare opportunity for depth.

How Are Brands Entering the Podcast Space?

Broadly speaking, there are two approaches: collaboration and self-owned content.

1. Co-Creation: Borrowing Other Voices

Prada’s Multi-Show Sponsorship Strategy

In early 2026, Prada executed a notable move in the podcast space by sponsoring five leading shows simultaneously. The programs spanned culture, fashion, relationships, social life, and personal growth, covering themes such as how to balance different aspects of life, how to navigate setbacks, and how to cultivate self-worth etc.

Importantly, Prada did not require hosts to promote seasonal collections or deliver scripted product mentions. The conversations remained focused on cultural and emotional topics. Prada positioned itself quietly behind the content rather than inside it. What listeners ultimately remembered was not a specific product, but an association: Prada stands alongside thoughtful, high-quality dialogue.

（Podcasts sponsored by Prada）

The ongoing splash-screen placements further reinforce Prada’s strategic brand positioning in this campaign, continuously strengthening visual exposure and brand recall. This long-term, premium homepage visibility reflects the core objective of the initiative: sustained brand presence rather than short-term activation. Within the audio ecosystem, splash placements complement in-episode sponsorship, creating a layered presence across different user touchpoints. They secure scale in exposure while enhancing brand perception—further consolidating Prada’s strong positioning in the minds of listeners.

Lancôme: Scenario-Driven Product Integration

Source: 凹凸电波 (Aotu Radio)

Lancôme partnered with the popular Chinese podcast “凹凸电波 (Aotu Radio)” through contextual product integration. Instead of delivering rigid ad scripts, hosts embedded core products into discussions around commuting, workplace routines, and everyday rituals. The message was framed as a lived, tested lifestyle rather than a sales directive. Listeners did not receive a purchase command—they encountered an adoptable habit. Brand messaging dissolved naturally into real-life scenarios, making the product part of the audience’s own narrative.

 Tiffany & Co.: Deep Conversational Entry

Source: 小宇宙 (Xiaoyuzhou FM)

Tiffany & Co. entered podcast storytelling through guest-based deep conversations. The brand stepped back as a facilitator rather than a promoter. Through dialogues with public figures, commercial collaboration evolved into cultural expression. Personal experiences became anchors for the brand’s values. In this format, brand presence becomes subtle but meaningful.

 2. Owned Podcasts: Taking the Microphone Directly

GIADA — “Yan Zhong Hua Shu”

Source: 小宇宙 (Xiaoyuzhou FM)

GIADA launched its own podcast, Yan Zhong Hua Shu, hosted by renowned media personality Chen Luyu. The show focuses almost exclusively on literature and art conversations, rarely mentioning products. Yet it has surpassed 3 million subscribers on Xiaoyuzhou FM, with average episode listens exceeding 1 million. Audience discussions frequently revolve around brand tone and aesthetic identity—demonstrating how cultural positioning can indirectly strengthen product desire.

lululemon — “Conversations on Wellbeing”

Source: 小宇宙 (Xiaoyuzhou FM)

lululemon created Conversations on Wellbeing, centered on physical awareness, emotional balance, and community connection. Featuring scholars, writers, athletes, and brand ambassadors, the podcast extends dialogues typically held in-store or at offline events into a broader, scalable format. The podcast functions as a voice extension of lululemon’s community ecosystem—creating a new touchpoint for engagement beyond retail.

What Does Podcasting Really Deliver?

Podcasting rarely generates immediate, trackable sales spikes. Instead, it builds assets at a more foundational level:

1.Value resonance: shifting from “buy it” to “understand it.”

2.Consumer education: explaining design philosophy and craftsmanship, lowering comprehension barriers.

3.Brand personhood: transforming a logo into a narrative presence with long-tail memory value.

In short, podcasts construct meaning before conversion.

If International Brands Want to Do Podcasting Right in China, a few principles stand out:

1. Don’t Simply Translate Overseas Content

Chinese audiences are highly sensitive to cultural context. What resonates locally must feel locally generated. Prada’s collaborations were not translations—they were conversations shaped within China’s cultural lens.

2. Concentrated Campaigns Work Better Than Endless Updates

Many successful cases favor focused seasonal releases with coordinated promotion. This ensures quality control and creative alignment without draining long-term resources.

3. Connect Audio with Physical Space

Podcasting can act as a sonic extension of offline salons, exhibitions, or store events. Recording live dialogues allows those who were not physically present to participate in the experience. Audio does not need to stand alone—it can amplify physical brand environments.

4. Let Real People Speak

Whether founders, designers, or brand ambassadors—direct, authentic conversations in Chinese dramatically shorten psychological distance. Compared to polished messaging, personal storytelling builds stronger trust.

Whether you're a founder, designer, or brand ambassador, speaking directly and authentically in Chinese helps close the psychological gap with your audience far more effectively than polished messaging ever could. Personal storytelling fosters genuine trust.

True, podcasting can't replicate the tactile feel of fabric or the visual allure of a storefront. All it offers is a voice. But within that limitation lies an unexpected opportunity: fashion brands can step away from visual spectacle and connect instead through sincerity and depth. In China, podcast advertising is emerging as a compelling new gateway for brand storytelling.

And for now, that entry point still has room.

At RedderUp, we’re closely following fashion trends in China market and share information with global fashion and luxury brands. If you’re interested in more insights into the Chinese market landscape, follow us for the latest updates.

Data Sources:
2025 Xiaoyuzhou FM Podcast Trend Report: https://mp.weixin.qq.com/s/tLumcEwlLCNScGRnfY18KA

Morketing Industry Analysis: https://mp.weixin.qq.com/s/UBGPJzAR-ju1bFKcEOKZIw