This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.
A new livestreaming format is taking over Douyin — and it looks a lot like a K-pop concert meets digital dating.
Known as tuanbo 团播, or group livestream in English, this format features multiple livestreamers performing choreographed dances, often dressed and styled like pop idols. Behind them, a host engages directly with viewers, prompting them to vote for favourites, send digital gifts or join fan-style chats.
It’s a format that’s easy to dismiss until you look more closely.
Tuanbo isn’t just another viral entertainment trend. It reflects two powerful truths about China’s evolving digital culture: The persistent pull of idol culture and a rising consumer need for emotional connection.
Unlike traditional pop idols, livestreamers offer something many fans can't access: interactivity. A small tip or comment can earn a personal shout-out, a thank-you or even a private message. That little burst of validation goes a long way, and for many, it keeps them coming back.
And while these streams might seem raw or spontaneous, the top-performing studios are highly structured. Think stadium-grade lighting, multi-angle camera rigs and RMB 100 million+ ($14m) monthly revenues.
Brands may not need to launch a tuanbo stream themselves, but the lesson is clear: to stay relevant, marketers must understand how emotional needs are shaping behaviour — and how entertainment platforms are stepping in to fill that gap.
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This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for full access.
Cover image via Douyin
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