520 meaning ‘I love you (我爱你)’ in Chinese online slang, the 520 Melbourne Report presents data and insights into Chinese-speaking international students in Melbourne to support arts and cultural sector engagement, including a Chinese language social media explainer.
We are thrilled to announce the launch of the 520 Melbourne Report.
This important report draws on a comprehensive survey with 600+ Chinese-speaking international students, focus groups and case studies.
The report provides key insights into this cohort’s preferences for activities and communication. A ‘social media explainer’ outlines how Chinese social media works for non-Chinese speakers.
Produced in a pre-COVID context, this report is relevant for organisations wishing to increase their engagement with Chinese-speaking millennials as we all think more deeply about our accessibility for local audiences.
If it's not on WeChat it doesn't exist
- 97% engage with WeChat every day
- 85% find out about events online (58% via WeChat)
- 66% never engage with any Australian media (online or offline)
This cohort love being out (but could engage with the arts more)
- They are engaging with restaurants (83%) or shopping (62%) multiple times a week
- Cultural engagement is most frequently via food festivals (30%) exhibitions (36%) or live pop gigs (29%)
- Less than 10% engage regularly with dance, theatre, comedy or classical music
- 58% are interested in attending more events but don’t hear about them
- Chinese speaking team members/collaborators offer invaluable expertise for those looking to increase engagement
Get to know their preferences – this cohort like to attend things that
- Are on trend (especially Asian popular culture trends)
- Are affiliated with brands they knowOccur at convenient locations and timings
- Have great food offerings
- Make them feel less isolated, and that they are part of Melbourne
- Are shareable, and reinforced via their peers, on social media
Banner image: Christopher Hopkins, The Age