Online influencers boost overseas products

Internet celebrities wield tremendous impact over consumer decisions through engagement with followers

Selling 300,000 yuan ($42,300) worth of durian products in 10 minutes was once beyond the wildest dreams of Leron Yee Poh Soon, co-founder of Malaysian durian producer DKing. But the dream became reality in September thanks to Chinese internet celebrities.

As marketing via livestreams becomes the new normal in China's e-commerce playing field, influencers, also known as key opinion leaders, are extending their reach to promoting overseas merchandise through heartfelt engagement with social media followers.