The highly anticipated "Wuyou Night 2025," often referred to as the "Oscars for Influencers," has been trending across platforms since its announcement in early October. From October 28 to 30, the event, hosted by Wuyou Media and exclusively sponsored by Chow Tai Seng Jewellery Co., Ltd., took place in Sanya, Hainan. It was live-streamed simultaneously on Mango TV, Douyin, Kuaishou, and WeChat Channels, with an estimated engagement exceeding 10 billion views. The grand finale, co-produced by Hunan TV and Mango TV, will air during prime time on November 2.
The event featured three core segments: the grand finale, a red carpet showcase, and the Wuyou Fan Carnival. For the first time, it integrated online traffic, duty-free shopping scenes, and cross-industry resources, attracting over 1,000 content creators and influencer ecosystem partners. Offline, it drew approximately 40,000 visitors, effectively boosting Sanya’s local consumption and setting an industry benchmark for online-offline integration.
**Content Innovation: Audience-Driven Stage and Multi-Dimensional Industry Value** Hosted by Wang Han, the grand finale brought together top influencers and artists like Angela Zhang, Liu Yu, Kenji Wu, Ming Dao, and Vinida Weng. A groundbreaking "live room competition + main stage performance" format was introduced, with four categories: group livestreaming, music, dance, and rural e-commerce. Real-time audience votes via bullet comments determined the performers, creating an interactive spectacle. Highlights included @Universe009’s electrifying performance of "AO," @Wang Naiying and Edmond Leung’s rendition of "Guardian Angel," and @Cheng ChengCc’s stunning dance collaboration with Julian Chen.
The rural e-commerce segment stood out, with young influencers like @Jiangnan Uncle and @Ah Run showcasing local specialties such as Wanpo duck and pitaya. Top e-commerce hosts like @Guangdong Couple launched a "Sanya Specialty Gift Pack" giveaway, promoting Hainan’s agricultural products. Performances like "Chinese Style" by Wang Xiaowei and Li Zhenyou further emphasized rural revitalization.
**Cross-Industry Synergy: Bridging Influencer Economy with Tourism and Brands** Now in its sixth year, "Wuyou Night" expanded its scale and engagement. Liu Tian, Chief Strategy Officer of Wuyou Media, highlighted the event’s role in breaking boundaries between influencer impact, tourism, and brands like Chow Tai Seng, 3i, Herborist, and Haimaba.
Chow Tai Seng’s deep integration into the event included a custom performance by Liu Yu, inspired by its "A Thousand Miles of Rivers and Mountains" collection. The red carpet, styled by ELLE and Gaia’s Legend, showcased neo-Chinese fashion, driving a surge in brand searches.
The Wuyou Fan Carnival at cdf Sanya International Duty-Free Shopping Mall offered free access to fan meetings and brand exhibitions. Chow Tai Seng’s immersive jewelry display became a hotspot, creating a seamless marketing loop from exposure to conversion. Additional collaborations with Wuzhizhou Island and Loong Air extended the event’s reach.
**Industry Leadership: Wuyou Media Drives Healthy Growth of Influencer Economy** Lei Binyi, Founder and CEO of Wuyou Media, emphasized "health" as the year’s theme, advocating for openness, vitality, and sustainable development. Ahead of Hainan’s customs closure policy, the event underscored the importance of corporate health, promoting positive industry practices.
Wuyou Media also announced a strategic partnership with Sina Finance to co-create annual IP promotions and regional market expansions, including a "Better Life Expo."
With nine years in the industry, Wuyou Media leads as a top-tier internet-based agency, dominating Douyin’s MCN rankings for 77 consecutive months. As CITIC Securities notes, Hainan’s customs policy will accelerate its growth as an international tourism hub. "Wuyou Night 2025," with its theme of "Breaking Boundaries, Global Symbiosis," not only showcased Sanya’s openness but also set a practical model for the fusion of content, scenes, and consumption in the influencer economy.
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