As China’s outbound tourism surges, Malaysia is emerging as more than a travel destination, it’s becoming a strategic launchpad for global brands aiming to capture the Chinese consumer.
EternityX Marketing Technology, a leading AI-powered precision marketing platform, has officially expanded its leadership footprint in Malaysia. The move strengthens its ability to help brands engage Chinese audiences with high-impact, data-driven campaigns that convert.
According to Charlene Ree, CEO of EternityX, this is more than a regional expansion. “We’re investing in market-makers who bring deep locak knowledge and regional vision,” she said. “EternityX transform complexity into competitive advantage by giving brands the clarity, tools, and talent they need to succeed across borders.”
The Chinese Tourist Boom Brings Unprecedented Opportunities
The numbers tell a powerful story. In just five days during China’s Labour Day Holiday 2025, over 57.8 million Chinese travelers went abroad, a stunning 121% year-on-year increase. With Golden Week and summer travel on the horizon, these figures are expected to rise even further.
Malaysia is among the top destinations. In 2024 alone, 3.8 million Chinese tourists visited the country, marking a 129% surge from the previous year. With Chinese government encouraging outbound travel and platforms like WeChat Pay and Alipay+ boosting cross-border digital payments, Malaysia is becoming a magnet for digitally-savvy Chinese consumers.
This creates an unmatched opportunity for brands to reach these travellers before, during, and after their trips through targeted, real-time digital marketing.
EternityX Builds Local Leadership to Deliver Precision and Performance
To lead this strategic expansion, EternityX has appointed a powerhouse team in Malaysia:
Meera Thuraivel, Managing Director, brings over two deacdes of experience scaling digital businesses and delivering revenue growth across luxury, beauty, fashion, and automotive sectors. She’s also a funding member of the Malaysia Digital Association.
“Malaysia is uniquely positioned for cross-border commerce. The Chinese tourist surge-expected to reach 5 million by 2025 demands culturally nuanced, AI-powered campaigns. EternityX is primed to deliver that value,” said Meera.
Thresa Thian, Executive Director, is a respected veteran in digital media strategy, with deep expertise in social listening and regional partnerships. She is known for turning insights into scalable brand growth.
“Chinese media marketing helps bridge cultural gaps and drive real business outcomes. At EternityX, we use data and top Chinese platforms to make every campaign count,” said Thresa.
Valerie Tan, Senior Client Growth Manager, previously at Meta and Twitter, specializes in media planning and client engagement. She ensures brands show up with clarity and cultural relevance.
“Understanding both platform mechanics and brand needs sets us apart. With retail and travel converging again, EternityX delivers where it matters most,” said Valerie.
Helping Brands Win with AI-Powered Cross-Border marketing
Chinese travellers now plan, book, and share their experience through mobile-first, digital channels. EternityX proprietary ecosystem turns behavioral data into brand advantage:
- PilotX: Real-time targeting based on intent and behaviour signals.
- MediaX: Omnichannel delivery across platforms like WeChat, Xiaohongshu, Ctrip, and more.
- NaviX: A performance engine that has powered over 6,000 cross-border campaigns.
The company’s global Chief Business Officer, Deric Wong, concluded:
“Chinese travellers expect relevance, ease, and precision. With our new leadership in Malaysia, EternityX is uniquely positioned to help brands turn strategy into performance at every stage of the customer journey.”
Why Malaysia Is the Right Place, Right Now
Malaysia isn’t just gateway to Southeast Asia it’s a high-potential market in its own right:
- 23.4% of Malaysians are ethnically Chinese, offering year-round campaign relevance.
- Digital wallet adoption is booming, with WeChat Pay and Alipay+ growing across Asia and Europe.
- Travellers demand immersive experiences like local excursions, eco-tourism, and aunthentic cultural engagement.
By combining market fluency with AI-powered tools, Eternity X empowers global brands to connect with Chinese audiences who are ready to spend, explore, and share.
The Future of Chinese Outbound Travel Is Digital and Malaysia is at the Centre
As the world opens up and Chinese travellers return in full force, EternityX is placing Malaysia at the core of its global strategy. With a dynamic leadership team, cutting-edge technology, and deep cultural understanding, the next era of cross-border marketing.
To learn more or partner with EternityX in Malaysia, visit https://eternityx.com.
