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TONG Global

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London, United Kingdom
A cross-cultural agency closing the gap between brands and people in and out of China.
TONG Global is a specialist bicultural China marketing agency, with offices in London and Shanghai, helping luxury, real estate, and consumer brands connect with Chinese consumers worldwide. The Chinese character TONG means to connect, inform, communicate, understand and make clear. Through award-winning consumer intelligence, strategic and creative services and access to our proprietary social commerce platform, we position brands with China's new generation of consumers and tastemakers. Our brand partners include Tiffany, Chelsea FC, Fortnum & Mason, Huda Beauty, Charlotte Tilbury, Boden, Whittard of Chelsea, BAFTA, Sunspel, Anya Hindmarch and Heathrow Airport. ✍🏻 Sign up for TONG Global's newsletter to see China through the TONG lens: https://mailchi.mp/tongdigital/tong-global-newsletter-sign-up
26 people in their team
Speaks English, Chinese
10 projects in their portfolio
Works remotely across the globe
Sortlist member since 2026
Founded in 2014
1 award conferred
5/5
(1 review)

Services

22 services offered by TONG Global

Service name
Experience level
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  • Description
    TONG Global delivers a comprehensive suite of social media marketing services to help brands reach and engage Chinese consumers both in China and globally. Across its various industry credentials and service packages, the core social media deliverables include owned channel launch and management, bespoke content and asset creation, option to work with KOLs and influencer campaigns, paid media, digital community management, closed-loop integration, mini-program advisory, and more. Social media service costs depend on clients' budget, campaign goals, and social media channels included (Rednote or Xiaohongshu, WeChat, Douyin, Weibo, and more).
    Skills in Social Media (18)
    Social MarketingPerformance MarketingSocial Media ListeningSocial Media ManagementSocial Media MarketingSocial Media OptimizationLuxury MarketingSocial Media AdvertisingSocial Media ConsultingB2C+8
    Works in Social Media (9)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Social Media
    Uniqlo: Reaching Overseas Chinese Gen-Z - Social Media
    Pixi Beauty: From Hero Product to Brand-Led Growth - Social Media
    Moooi: Designing a Presence in China's Luxury Interiors Market - Social Media
    Clients in Social Media (4)
    1 HotelsTravel & Leisure | international
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    Learn more about Social Media
  • Description
    Within TONG Global’s cross-cultural consultancy arm, Digital Strategy Development serves as the foundation for all digital marketing and activation activity. It translates consumer and market insights into actionable frameworks to ensure brands navigate China's unique digital ecosystem successfully. Digital strategy service costs depend on your budget and campaign goals.
    Skills in Digital Strategy (20)
    SEOContent StrategyContent DevelopmentContent MarketingSEO Content CreationPerformance MarketingSEO AnalyseEthnic MarketingDigital CampaignDigital Marketing+10
    Works in Digital Strategy (8)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Digital Strategy
    Uniqlo: Reaching Overseas Chinese Gen-Z - Digital Strategy
    Pixi Beauty: From Hero Product to Brand-Led Growth - Digital Strategy
    Moooi: Designing a Presence in China's Luxury Interiors Market - Digital Strategy
    Review in Digital Strategy (1)
    Rosie Hill
    Clients in Digital Strategy (4)
    1 HotelsTravel & Leisure | international
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    Learn more about Digital Strategy
  • Description
    TONG helps brands with branding and positioning in China - localising global identities while strictly preserving a brand’s premium positioning, exclusivity, and core message. Localisation is not a simple translation, but a curated brand experience tailored to the nuances of the Chinese consumer market. From an audit of the existing brand status and audience segmentation and insights to positioning, identity development and strategic marketing roadmaps, the service cost will depend on client budget and campaign goals.
    Skills in Branding & Positioning (13)
    Branding & PositioningBrand ManagementBrand PositioningInternational BrandingCorporate BrandingLuxury AdvertisingLuxury MarketingBrandingBrand StrategyBranding Marketing+3
    Works in Branding & Positioning (6)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Branding & Positioning
    Uniqlo: Reaching Overseas Chinese Gen-Z - Branding & Positioning
    Pixi Beauty: From Hero Product to Brand-Led Growth - Branding & Positioning
    Moooi: Designing a Presence in China's Luxury Interiors Market - Branding & Positioning
    Clients in Branding & Positioning (4)
    1 HotelsTravel & Leisure | international
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    Learn more about Branding & Positioning
  • Description
    TONG Global designs and executes high-profile public relations events and activations. The agency's headline PR event for China Open two years in a row, in 2025 and 2026, staged at Wimbledon, serves as an example of TONG's events work: https://tong.global/case-study/china-open-event-management-production-at-wimbledon/
    Skills in Event (16)
    Social MediaChinese TranslationEvent ManagementEvent MarketingSocial MarketingSocial Media StrategyLuxury MarketingEvent ConceptualizationCorporate Event PlanningEvent Organization+6
    Works in Event (2)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Event
    China Open: Event Management and Production at Wimbledon - Event
    Clients in Event (2)
    1 HotelsTravel & Leisure | international
    China OpenSports | international
    Learn more about Event
  • Description
    TONG Global offers services in Influencer Marketing, covering both Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs). With over a decade of industry relationships and a highly curated cross-border network, the agency builds credibility, drives cultural resonance, and generates authentic social proof for brands navigating the Chinese consumer landscape both inside China and globally. TONG's influencer campaigns operate end-to-end. The specialist China marketing agency handles influencer hiring based on data and profile auditing, bespoke creative strategy and briefing, content curation and localisation, paid amplification, all while prioritising reputation and brand alignment with the client. China marketing case studies involving Influencer marketing include Unilever, Taylors of Harrogate, Heathrow Airport, and more. You can find all TONG case studies here: https://tong.global/case-study/
    Skills in Influencer Marketing (28)
    Social MediaChinese TranslationInternational MarketingSocial MarketingB2B Influencer MarketingSocial SellingInfluencer MarketingSocial Content StrategySocial Media CustomizationSocial Media Strategy+18
    Works in Influencer Marketing (8)
    Uniqlo: Reaching Overseas Chinese Gen-Z - Influencer Marketing
    Pixi Beauty: From Hero Product to Brand-Led Growth - Influencer Marketing
    Moooi: Designing a Presence in China's Luxury Interiors Market - Influencer Marketing
    McQ Breathe Campaign: Influencer Marketing in China - Influencer Marketing
    Clients in Influencer Marketing (4)
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    MCQClothing & Accessories
    Learn more about Influencer Marketing
  • Description
    TONG offers a highly integrated content strategy service. With an expert bi-cultural, multilingual team, strategy is always highly localised, data-informed, creative, and adapted to target audiences and platform targeting. TONG translates a brand’s global DNA into structured localised content specifically for the China market (or from China to international markets), with pillars that resonate with target consumers. From a full multi-channel strategy across Chinese social media channels to creative and execution, pricing will vary depending on the project's scope, target platforms, and client budget.
    Skills in Content Strategy (15)
    Digital StrategyBranded ContentContent CurationMarketing StrategyMedia StrategySocial Content StrategySocial Media StrategyStrategyBrand StrategySocial Media Content+5
    Works in Content Strategy (7)
    Uniqlo: Reaching Overseas Chinese Gen-Z - Content Strategy
    Pixi Beauty: From Hero Product to Brand-Led Growth - Content Strategy
    Moooi: Designing a Presence in China's Luxury Interiors Market - Content Strategy
    McQ Breathe Campaign: Influencer Marketing in China - Content Strategy
    Clients in Content Strategy (4)
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    MCQClothing & Accessories
    Learn more about Content Strategy
  • Description
    TONG Global delivers a comprehensive suite of specialist China marketing and strategy services designed to help brands engage Chinese consumers both in China and globally. These services are structured across three core commercial pillars: - China Readiness & Visibility - this foundational pillar focuses on market intelligence, research, and planning to ensure brands understand their positioning and target consumer behaviour before entering the market. From brand audit and competitor review in the Chinese market to strategy development and audience insights. - Audience Building & Digital Activation - presenting brands in a faithful but localised way to establish strong digital presence, build trust, and drive consumer consideration. From social media management and growth (including on RedNote or Xiaohongshu, WeChat, Douyin, Weibo, and more) and influencer marketing to paid media, digital advertising, and PR. - Growth & Traffic Acceleration - implementing commercial, performance-driven marketing tactics designed to turn digital presence into conversions and sales. From a social commerce and e-commerce store setup and bespoke event management to community building and sales support.
    Skills in Marketing (23)
    Direct MarketingMarketingSocial MarketingPerformance MarketingEthnic MarketingLuxury AdvertisingLuxury MarketingMarketing CommunicationMarketing ConsultingMarketing Services+13
    Works in Marketing (8)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Marketing
    Uniqlo: Reaching Overseas Chinese Gen-Z - Marketing
    Pixi Beauty: From Hero Product to Brand-Led Growth - Marketing
    Moooi: Designing a Presence in China's Luxury Interiors Market - Marketing
    Clients in Marketing (4)
    1 HotelsTravel & Leisure | international
    UniqloClothing & Accessories | international
    PixiBeauty | international
    MoooiRetail | international
    Learn more about Marketing
  • Description

    No description provided for this service.

    Work in Growth Marketing (1)
    Clinique: A New China Influencer & Brand Collaboration Strategy - Growth Marketing
    Client in Growth Marketing (1)
    CliniqueBeauty
    Learn more about Growth Marketing
  • Description

    No description provided for this service.

    Works in Market Research (6)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Market Research
    Uniqlo: Reaching Overseas Chinese Gen-Z - Market Research
    Pixi Beauty: From Hero Product to Brand-Led Growth - Market Research
    China Open: Event Management and Production at Wimbledon - Market Research
    Clients in Market Research (4)
    1 HotelsTravel & Leisure | international
    UniqloClothing & Accessories | international
    PixiBeauty | international
    China OpenSports | international
    Learn more about Market Research
  • Description

    No description provided for this service.

    Works in Graphic Design (5)
    1 Hotels: Localising Luxury for China's High-Net-Worth Tourist - Graphic Design
    Pixi Beauty: From Hero Product to Brand-Led Growth - Graphic Design
    China Open: Event Management and Production at Wimbledon - Graphic Design
    Moooi: Designing a Presence in China's Luxury Interiors Market - Graphic Design
    Clients in Graphic Design (4)
    1 HotelsTravel & Leisure | international
    PixiBeauty | international
    China OpenSports | international
    MoooiRetail | international
    Learn more about Graphic Design
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Team

26 members in TONG Global's team

TONG Global cover
StoryOur bicultural, bilingual team in London and Shanghai brings together brand-builders, marketers, designers, and strategists who understand both local nuance and global ambition. Drawing on decades of experience, we deliver bespoke approaches to brand, activation, and commercial strategy.
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Awards

TONG Global was awarded 1 time

The Drum Award 20262026-05-01Marketing APAC 2026

Reviews

1 review for TONG Global

5/5
(1 reviews)
RH
Rosie HillMarketing Director at Luna
ServiceDigital Strategy
SectorReal Estate
Team11 - 50
5/5
Budget
Quality
Schedule
Collaboration

What was the objective behind your collaboration?Our objective was to strengthen Luna’s presence in the Chinese student market and make sure we were reaching prospective residents in the right places, with the right messaging. We wanted a partner who not only understood platforms such as WeChat and RedNote and the nuances of the market, but could also understand Luna as a brand and advise us on how best to position and present it to a Chinese audience.

What did you enjoy the most during your collaboration?The TONG team have been brilliant to work with: knowledgeable, responsive and genuinely collaborative. They took the time to really understand Luna, they were then able to combine that understanding with their knowledge of the Chinese student market to guide us on how Luna should be presented in a way that would genuinely resonate. It never felt like simply translating our existing marketing; they helped us adapt the way we communicate while still making sure it felt unmistakably Luna.

Are there any areas for improvements?Continuing to build on the reporting and insight around what is driving the strongest results would make an already really positive collaboration even more valuable.

Rosie Hill recommends this agency

ServiceDigital Strategy
SectorReal Estate
Team11 - 50
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Contact

Contact details of TONG Global

Details

  • Headquarter170 Kennington Lane, London, UK