Followers & KRU Esports at WAW Expo: Our Strategic Activation in China’s Growing Gaming Scene

From May 3 to 5, our team had the honor of participating in the first edition of the Weibo Game and Animation Expo (WAW) at the China International Exhibition Center in Beijing. With over 68,000 attendees, WAW has already established itself as the largest gaming and animation expo in Northern China.

As the official agency of KRU Esports in China, we were proud to lead their presence at the event, designing and executing a full-scale brand activation strategy aimed at connecting with local audiences, amplifying visibility, and building relationships with key players in the Chinese gaming ecosystem.

Why this event matters

Weibo, one of China’s most influential social media platforms, launched WAW to bring together the country’s most engaged Anime, Comics & Games (ACG) fans. The numbers speak for themselves:

• 77% of attendees were under 30, part of China’s digitally native generation.

• Nearly 80% came from Northern regions, aligning perfectly with KRU’s audience expansion goals.

• On Weibo alone, ACG bloggers generate 2.6 million posts daily, attracting over 300 million users who follow this content segment.

What we delivered

As the agency behind the scenes, Followers oversaw every aspect of KRU’s presence at WAW:

• On-site brand activation: From booth design to fan interactions, we brought KRU’s spirit to life in a way that resonated with Chinese audiences.

• Content creation: We captured high-impact visual content for social media, tailored to the tone and preferences of the local market.

• PR & partnerships: We facilitated valuable connections with creators, press, influencers, and potential collaborators in China’s esports space.

• Localized strategy: We ensured every message, visual, and interaction aligned with cultural nuances — because in China, context is everything.

  
  

A vision for growth

In the words of our CEO, Martín Rodríguez Denegri:

“You don’t enter China by chance. You enter by design — with cultural insight, clear vision, and local execution.”

That’s our philosophy. Entering a market as complex and promising as China demands more than translation — it requires transformation. And we’re here to guide that process.

Ready to grow your brand in China?

The esports and gaming space is one of the most powerful ways to connect with the next generation of Chinese consumers. If your brand is exploring expansion into this vibrant market, we’d love to help.

Let’s build something extraordinary.