Region – ANZ – Global Knowledge Hub

ANZ: Students and Immigrants Drive Platform Adoption in Australia and New Zealand

Educational journeys fuel cross-cultural digital engagement and lifestyle content

Across university campuses in Sydney and Melbourne, a distinctive digital ecosystem is emerging that bridges Eastern innovation with Western lifestyle. Unlike regions where tourism drives platform adoption, Australia and New Zealand’s integration is fundamentally about community, education, and cultural integration through diaspora networks.

WeChat reaches 800,000 users in Australia and 40,000 in New Zealand, serving communities beyond tourists*
^{*Data Source: World Population Review, 2025}
Xiaohongshu data reveals 46.27% of Australian users classified as high-spending consumers*
^{*Data Source: Xiaohongshu Internal Data, 2024}
Education emerges as platform integration catalyst, with terms like “UNSW” and “澳洲留学” featuring prominently
Content shows balanced engagement with both Chinese brands and Australian retailers

ANZ

Integration vs. Adoption: The ANZ Difference

The ANZ region demonstrates a distinctive ecosystem that blends Chinese digital innovation with Australian lifestyle and educational experiences. Unlike markets focused on tourism or commerce, ANZ’s relationship with Chinese platforms centers on education, community, and bicultural identity. This creates engagement patterns where platforms serve as bridges between worlds rather than as imported conveniences.

Education as the Central Connector

Xiaohongshu’s Australian user patterns reveal education as the primary driver of engagement. Terms like “UNSW” and “留学” (study abroad) appear prominently in content, indicating a user base of students and education-focused families creating practical information and cultural expression. Keywords like “澳大利亚留学” (Australian study abroad) dominate engagement, reflecting how educational journeys shape digital content and communities.

This education-centered usage creates unique content patterns that serve both newcomers navigating unfamiliar systems and established community members building bicultural lives. The content ranges from practical guides for new students to sophisticated lifestyle content that blends Chinese and Australian cultural elements.

Bicultural Digital Navigation

What truly distinguishes ANZ from other regions is the balanced engagement with both heritage and local culture. Xiaohongshu keyword data reveals terms related to Australian retailers like “Coles” appearing alongside Chinese services like “HungryPanda,”* reflecting users who navigate between worlds rather than residing exclusively in digital enclaves.

^{*Data Source: Xiaohongshu Internal Data, 2024}

WeChat serves as the central communication hub for this bicultural navigation, with approximately 800,000 users in Australia and 40,000 in New Zealand*. Unlike tourist-focused usage elsewhere, these communities leverage the platform as a comprehensive ecosystem connecting them with local businesses, services adapted to their needs, and family across borders. For many users, it represents not a Chinese app used in Australia but a genuinely bicultural platform that reflects their lived experience navigating between worlds.

^{*Data Source: World Population Review, 2025}

High-Value Community Engagement

The ANZ market demonstrates particularly valuable engagement metrics, with an impressive 46.27% of Xiaohongshu users classified as high-spending consumers – even higher than Singapore’s 36.33%*. This creates a lucrative market for integrated services that understand this hybrid consumer identity and can connect educational aspirations with lifestyle experiences.

^{*Data Source: Xiaohongshu Internal Data, 2024}

Australia’s position as Trip.com’s 7th most popular flight destination globally underscores this community-driven engagement*. These aren’t merely vacation bookings but life journeys – family visits, educational opportunities, and business connections that sustain vibrant cross-cultural communities. The platform serves not just as a booking tool but as part of the educational and lifestyle journey that defines ANZ’s unique relationship with Chinese digital platforms.

^{*Data Source: Trip.com Internal Data, 2024}

Key Figure

46.27% High-Spending*

Proportion of Australian Xiaohongshu users classified as high-spending consumers, creating a premium opportunity for targeted marketing that understands bicultural consumer journeys.

^{*Data Source: Xiaohongshu Internal Data, 2024}

Key Takeaway for Brands

Australia and New Zealand tell a fundamentally different story of platform integration – one driven by education and bicultural identity rather than tourism. With 46.27% of Australian Xiaohongshu users classified as high-spending consumers*, the opportunity transcends visitor spending. The appearance of terms like “UNSW” alongside “澳洲生活” reflects communities navigating between worlds.
^{*Data Source: Xiaohongshu Internal Data, 2024}
Successful strategies must acknowledge this dual identity, helping users integrate Australian and Chinese experiences rather than choosing between them. The brands that will win recognize these aren’t tourist experiences but lived realities.