THE 2024 TAIWAN TOP 100 KOL RANKING IS RELEASED
DISCOVER WHO MADE THE LIST OF POPULAR INFLUENCERS ACROSS VARIOUS FIELDS
As social media becomes an integral part of people's lives, the influence of Key Opinion Leaders (KOLs) has permeated daily life, extending from the online realm to offline interactions. KOLs are now present not only on the internet but also in traditional media, and their popularity rivals that of traditional artists and celebrities. This raises the question: Who are the most influential KOLs in 2024, and in what areas are they making waves? Additionally, how has the internet celebrity community evolved as a whole? AsiaKOL utilizes the AIE Influencer Evaluation Database to reveal the 2024 ranking of Taiwan's top 100 KOLs along with their social media data, highlighting changes in influence and emerging social trends.
1. The 2024 Taiwan Top 100 KOL Ranking
AsiaKOL released its ranking of the top 100 Taiwanese influencers for 2024, based on the AIE comprehensive score derived from the AIE database. This score takes into account three key indicators: influence breadth, content relevance, and interactive participation. The rankings reveal that the topics gaining popularity on social media are becoming increasingly diverse. Alongside the traditional categories of travel, food, and beauty and skincare, new areas such as educational content and entertainment are also gaining traction among KOLs. Influencers who consistently share content, add a personal touch to community management, and show professional passion can attract a wide range of audiences.
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★ Observation on The Top 100 KOL List:
(1) The number of KOLs in parenting and beauty fields decreased, while the number of KOLs in food fields increased
In comparison to the top rankings from 2022, there has been a decrease in the number of KOLs in the parenting and beauty sectors in 2024. Conversely, the number of KOLs in the food category has risen. Taiwan is renowned for its delectable cuisine, and viewers are growing increasingly interested in watching online celebrities enjoy live food tastings. A notable example is the Big Eater KOL HowHowEat, who was not on the list two years ago but has now surged to second place this year.
(2) Two of The Top Five KOLs Are Highly Professional, Authoritative, and Knowledgeable
Alongside the consistently popular areas of beauty and travel, it's especially noteworthy that two of the top five KOLs on this year's list are knowledge-based influencers. These include parenting expert Imleaderkid and another knowledge-based KOL, Shasha77. Beyond leisure activities, many people are turning to social media as a platform for learning and personal growth. They present professional knowledge in engaging and entertaining ways, which helps them attract a large audience.
(3) The Popularity Of Cheerleaders, The Resurgence Of Professional Baseball Along With The Increase In Discussions
Baseball has always been Taiwan's national sport. This year, the renewed popularity of professional baseball has sparked even greater public enthusiasm for discussions about the game. Additionally, the presence of many foreign cheerleaders has heightened interest in cheerleading, featuring individuals such as Yuri @xx15995, Lin Xiang @95_mizuki, and Tan Jin @sammie_923.
(4) The Illustrator's Humorous Illustrations Vividly Bring Stories To Life, Surpassing Real People On The List
In addition to internet celebrities who showcase their personal charm on camera, there are also popular illustrators who remain anonymous. These illustrators can attract a large following by sharing vivid and engaging stories through their humorous illustrations. Notable examples include Chuchumei__ and Banai_design, who are featured on this list.
2. Social Media Topics Are Varied, Allowing Influencers To Excel
In the 2024 Top 100 KOLs list, the most popular and influential fields are travel, food, as well as beauty and skincare. These topics are closely related to people's everyday lives, allowing them to attract a diverse audience. This year, travel-related KOLs represent the highest proportion on the list, likely due to the surge in overseas travel following the pandemic. Many travel influencers share content focused on destinations like Japan, South Korea, and Southeast Asia. Their videos showcase experiences from their trips, including recommendations on what to see, eat, and buy. This content not only ignites the audience's desire to travel abroad but also serves as a helpful reference for planning travel itineraries.
This year, the fields represented by the top 100 KOLs have become more diverse and specialized. KOLs from nearly every sector have made it onto the list. In contrast to 2022, when the top KOLs were primarily concentrated in a few dominant areas, this year has seen a rise in the popularity of internet celebrities across various fields, including 3C technology, healthcare, and film reviews. This shift indicates that audiences are becoming more segmented in their interests.
3. Revenge Tourism Has Led To A Rise In The Popularity Of Travel And Food, While Topics Related To Beauty And Skincare Continue To Remain Popular
In 2024, the top 100 influencers come from various fields, with travel being the most popular category. Following travel is food, while beauty and skincare rank third. The surge in overseas travel following the lifting of pandemic restrictions has increased audiences' interest in travel-related content, prompting more influencers to create works focused on this theme. Food also plays a crucial role during travel, and since enjoying cuisine is integral to the lives of Taiwanese people, food influencers have gained significant popularity. On the other hand, with the end of lockdowns, many individuals were able to show their faces again without masks, highlighting issues related to appearance anxiety. This has led to a greater interest in makeup application and maintaining a polished look, which has contributed to the ongoing popularity of beauty and skincare influencers.
(1) Top 5 Travel Influencers - Chialing_Maze, Molly_Chiang, Hook, Taiwanniu421 And 2uncle987
The top five travel influencers are already popular in other fields, and their popularity has increased further this year with more travel-themed content released.
1. Chialing_Maze
Chialing_Maze is known for her straightforward personality, striking appearance, and fit physique, making her very popular on the Internet. Her sincere and down-to-earth speech contrasts sharply with her stunning looks. She often bravely takes on challenges that many would hesitate to attempt, earning her the status of a goddess in the eyes of many.
▲Chialing_Maze’s Instagram
2. Molly_Chiang
She often attends fashion weeks and enjoys performing in an exaggerated manner. She also records luxury travel clips naturally and humorously, further intriguing her followers.
▲Molly_Chiang’s Instagram
3. HOOK
HOOK has a sincere and charming personality, which has made her quite popular on social media platforms. In 2024, she frequently travels abroad with her friends from the internet celebrity circle, showcasing their strong friendship. After she began recording her authentic personality through travel vlogs, she attracted even more followers.
▲HOOK’s YouTube
4. Taiwanniu421
A Taiwanese woman who married a Korean man and settled in Korea frequently shares her insights and opinions about life in Korea from a unique perspective. This year, she announced the end of her 13-year marriage, which garnered significant attention from her followers. She has since returned to Taiwan to open her own studio, where she continues to share content about travel, lifestyle, food, and beauty.
▲ Taiwanniu421’s Instagram
5. 2uncle987
After following her husband, TsaiAGa, a well-known internet celebrity, she decided to start her own social media platform. Her YouTube channel frequently features travels with her adorable sons, Cai Taogui and Cai Boneng, allowing subscribers to connect with their family's real life.
▲ 2uncle987’s Instagram
(2) Top 5 Food Influencers – HowHowEat, Joeman, Chienseating, LadyFlavor and Kiki
Among the food influencers, except for LadyFlavor who can cook, the rest are mainly focused on eating or commenting.
1. HowHowEat
Foodie HowHowEat's YouTube channel showcases all-you-can-eat competitions and big-eater challenges, satisfying viewers' cravings for delicious food. Genuine reviews also help fans enjoy their meals without making mistakes.
▲ HowHowEat’s YouTube
2. Joeman
Joeman's shooting themes are quite diverse, and his series "Joe is Going to Showdown," featuring high-end luxury cuisine alongside affordable gourmet food, has consistently attracted many followers. Recently, he capitalized on the popularity of the Korean reality show "Black and White Chef" by filming a competition between the restaurants run by the "White Spoon" and "Black Spoon" chefs. This initiative has generated a lot of excitement.
▲ Joeman’s YouTube
3. Chienseating
ChineseEating, known for her charming and slim appearance, presents a striking contrast to her title of "big eater." She has always drawn a large fan base due to her straightforward and cheerful personality. Over time, she has engaged in various cross-border collaborations, including partnerships with convenience stores, the creation of salty desserts, and even ventures in clothing. These endeavors have significantly contributed to her growing popularity.
▲ ChineseEating’s Instagram
4. LadyFlavor
LadyFlavor primarily captures the warm moments of life. Alongside cooking and enjoying delicious food, she also documents the lives of many cats, bringing joy to her followers.
▲ LadyFlavor’s Instagram
5. Kiki
Kiki is a girl who enjoys sharing her experiences with new products from convenience stores, must-have items from shopping malls, and popular restaurants. After trying these products, she rates them right away, providing her fans with valuable information. This way, viewers can make informed decisions and avoid purchasing items they may not like.
▲ Kiki’s YouTube
(3) Top 5 Beauty And Skincare Influencers – Dannybeeech, Beautywu, Queena, YAYA and Kimi Ji
Nearly all of the top five beauty and skincare influencers are active on the three major social media platforms, with a particularly large following on Instagram. Due to its focus on visual presentation, Instagram serves as their primary platform, enabling these influencers to create captivating beauty content.
1. Dannybeeech
Dannybeeech has a sharp and humorous speaking style. From her days as a blogger to her career as a YouTuber, she has always placed great importance on beauty and personal care. She enjoys sharing a wide range of beauty information, and her unique storytelling and sharing methods reflect her sense of humor, which endears her to many fans. After announcing her marriage this year, she received an overwhelming response from her followers, further elevating her popularity to new heights.
▲ Dannybeeech’s Instagram
2. Beautywu
Beautywu, known for his humorous and nonsensical style, has always been very popular on social media. He frequently shares skincare products from a male perspective. Although his overall social media presence was somewhat affected by negative topics stemming from the controversy surrounding his personal beverage brand in mid-2024, he still maintains a high level of influence.
▲ Beautywu’s YouTube
3. Queena
Queena (@ooxxq60297ya) has big, expressive eyes and an adorable appearance, which has earned her a large following on Instagram. She primarily shares beauty product reviews, visits to various stores, and humorous life videos. Her charming personality and warm way of speaking make her followers feel closely connected to her.
▲ Queena’s Instagram
4. YAYA
Unlike other beauty influencers known for their striking appearance, YAYA stands out by genuinely sharing her experiences with actual products and showcasing her exceptional makeup skills, allowing followers to sense her dedication through her videos.
▲ YAYA’s Instagram
5. Kimi Ji
Kimi Ji has been a prominent figure in the influencer scene for several years, consistently maintaining high popularity throughout the year. With her pure and cute appearance, she excels at introducing new beauty products, earning the support of many young women. She is one of the few beauty influencers with nearly one million followers on Instagram. However, the personal beverage brand that Beautywu collaborated with this year faced controversy, which impacted its popularity.
▲ Kimi Ji’s Instagram
The influence of internet celebrities, or KOLs, is becoming increasingly widespread. While audiences are drawn to these figures, they also maintain a critical perspective. Recently, there has been a noticeable rise in incidents of internet celebrities facing challenges and failures. As a result, manufacturers need to be meticulous in selecting their partners to avoid potential disputes that could negatively impact customer perception of their brands. AsiaKOL utilizes our exclusive AIE Database to evaluate the influence of KOLs, helping to identify the most suitable candidates for brand marketing campaigns. We also develop customized sales strategies that align with your brand's specific needs. For any influencer marketing requirements, please reach out to AsiaKOL.
