APAC: acceptable price hikes for influencer products by country 2023

According to a survey conducted by Rakuten Insight in May 2023, 60 percent of Thai respondents were not willing to pay more for influencer-branded products. In contrast, 11 percent of the respondents in India were willing to pay up to 75 percent more on influencer and brand collaborations compared to similar, non-branded products.

Acceptable price ranges for influencer and brand collaboration products in the Asia-Pacific region as of May 2023, by country or territory

Characteristic	China	Hong Kong	Indonesia	India	South Korea	Malaysia	Philippines	Singapore	Thailand	Taiwan	Vietnam
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Release date

June 2023

More information

Region

Asia, APAC

Survey time period

May 11 to 31, 2023

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

Original question: "How much more would you be willing to spend on a collaboration product between a brand and an influencer?"

Number of respondents:
China: n= 6,193
Hong Kong: n= 1,357
Indonesia: n= 6,177
India: n= 17,214
South Korea: n= 2,119
Malaysia: n= 7,166
Philippines: n= 8,375
Singapore: n= 3,240
Thailand: n= 14,347
Taiwan: n= 6,696
Vietnam: n= 1,879

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