The following article was taken from the second edition of theINSIDER KOL Marketing Magazine. theINSIDER KOL Marketing Magazine contains featured articles from some of the top KOLs in China and includes more than 250 KOL profiles across fashion, beauty, luxury, fitness, travel, child & parent, f&b, and foreigners. The F&B KOL Catalogue has an interview with a top Foodie KOL and gives access to 17 other food and chef influencers’ media kits.
Mi Zijun: The Healing Power of Food
Q: What led you to become an F&B KOL?
A: Who doesn’t want a perfect way to combine business and pleasure?
I feel really lucky: Although I’ve been interested in food since I was little, I started seriously considering it as a possible career path entirely thanks to the influence of first-generation overseas food bloggers. No one was developing this industry in China at that time, and I was lucky to become one of the first people to try.
Q: What are your thoughts on the food industry?
A: In over three years of being a food KOL, my passion for food hasn’t diminished a bit.
My love for food has naturally attracted other foodie fans. The fact that I had a clear positioning and understood myself ensured I was able to continue down this path.
At the same time, I’m a true believer in the healing power of food. To the ordinary person, food is the most common, most direct source of happiness.
Q: What makes you different from other KOLs in the industry?
A: Hmm…I love to eat–eat a lot — but that I don’t get fat?
It feels somehow obnoxious when I say it out loud [haha].
You definitely can’t get rid of the “big eater” label, but I do work really hard to recommend the best products to my fans and stop them from buying those that aren’t worth the money. That’s just how I am – I would hate it if they had a bad experience. After all, food and good mood go hand-in-hand!
Q: What is your secret to becoming so popular with your fans?
A: I realise more and more that it is never your packaging or business operations that attract fans, but your charisma. Here are the preconditions for that: Stay true to yourself, have good content and don’t be pretentious.
Q: Where does your daily inspiration come from?
A: Inspiration comes mostly from my fans. I focus on what they want to see rather than on what I’m dead-set on sharing. In our fan-centred economy, you really need to focus on the consumer, regardless of what you blog about.
Q: What do you think about your career right now?
A: I’m definitely happy with my career currently. Perhaps what I hope for the most is to spread joy and positive energy to young people through my influence as a blogger.
Q: Are you happy with your life as an F&B KOL?
A: It may seem like food influencers live the life, with lots of nice things to eat every day and a following of fans on top of that.
But, that doesn’t even begin to describe how happy I am.
Q: What advice would you give aspiring F&B KOL?
A: My advice to wannabe bloggers is to always follow the principle that content is king. Put more time and thought into creating even better higher quality content. Also, make sure to interact with your fans a lot and grow together with them.