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Reference material
that did not
exist before

China outbound is a large market with very little serious English-language documentation. These are the reference documents we needed and could not find, written with sources attached.

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Reference12 min

What is China outbound advertising? A complete 2026 guide

The category defined from first principles: who the advertisers are, who controls the budget, where the money currently goes, why premium inventory is so fragmented, and what would change that.

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Data8 min

China outbound advertising market size and data (2026)

Every figure we cite, with named sources and publication dates, plus an explicit statement of what is not reliably known — including why a single outbound spend number should be distrusted.

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All reference documents

Explainer

Chuhai (出海) marketing explained

What the term means, why it is not simply 'export marketing', how chuhai budgets behave differently from tactical export spend, and what that means for anyone selling media into them.

7 min
Process

How do Chinese brands buy global media?

The actual mechanics from budget approval to reconciliation, including the four requirements that must be satisfied simultaneously and the specific points at which plans fail.

10 min
Analysis

Where Chinese advertisers spend beyond Meta, Google and TikTok

The channels available once the access problem is solved: premium audio, connected TV, broadcaster inventory, creators, retail media and curated programmatic — with an honest account of each one's difficulty.

9 min
Operations

How cross-border media billing and RMB settlement work

The operational question with almost no good answers online: why settlement breaks, which structures work, and why this is the most common reason a premium cross-border plan never runs.

8 min

Next step

Something
undocumented?

If there is a question about this market that you cannot get a straight answer to anywhere, tell us. Those are the documents worth writing.

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