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UMS’s updated China Social Media Platforms Guide 2026 is now available for download. The guide summarises key platforms, user behaviours and content trends shaping China’s social media landscape today.
Warm wishes from UMS — thank you for being part of our journey this year.
On Friday 5 December, we partnered with New Zealand Winegrowers to deliver a webinar on how New Zealand wineries can better understand and engage with Chinese consumers through social media. The session, “Winning with Chinese Social Media,” explored platform trends, digital behaviours, and content strategies relevant to the modern Chinese wine drinker.
UMS marks the eighth year of its partnership with the Asia New Zealand Foundation as two young professionals arrive in China to begin the UMS Beacon 2025 journey.
Background Air New Zealand has maintained a strong presence in the China market through social media content, localized communication, and community engagement. As outbound travel from China continues to recover, the airline aims to strengthen its connection with Chinese travelers by creating a more integrated online-to-offline experience that supports trip […]
Background The University of Canterbury (UC), a world-class institution renowned for its academic excellence, set out to reimagine its approach to international student recruitment. As prospective students and their families increasingly expect dynamic, accessible, and personalised information, traditional printed prospectuses no longer meet their needs. UC required a digital-first solution […]
A two-phase digital campaign that turned consumer insights into lifestyle-driven storytelling — helping raise awareness of natural diamond traceability and connect with today’s conscious luxury consumers.
UMS participated in CACIE 2025, engaging in discussions on transnational education, innovation, and AI-driven collaboration to advance global education partnerships.
