Posted on by Nathalie Tay
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Want to Win Chinese Travellers and Expats? EternityX Malaysia Has the Playbook to Do It Right
29 May
When Charlene Ree speaks about growth, it’s never just about geography—it’s about momentum. So when the CEO of EternityX Marketing Technology says, “We’re scaling with purpose,” she means putting real people in the places where opportunity lives.
That place, right now, is Malaysia.
Fresh off the heels of a 121% surge in Chinese outbound travel and 3.8 million Chinese visitors to Malaysia in 2024, EternityX is planting roots, not just to ride a wave, but to help brands build infrastructure for long-term, cross-border success.
“This isn’t a stopover market. It’s a growth engine,” Charlene says. “And we’re investing in the expertise to turn digital intent into tangible business impact.”
A Borderless Consumer, A Precision Challenge
Chinese travellers are no longer occasional tourists – they’re mobile-first, digitally fluent, and experience-driven consumers. With outbound travel roaring back and platforms like WeChat Pay and Alipay+ becoming second nature abroad, brands have a rare window to engage China’s global shoppers before, during, and after they land.
And Malaysia? It’s no longer just a stop on the itinerary – it’s fast becoming a high-impact destination. With a surge in direct flight routes, 3.8 million Chinese visitors in 2024, and rising demand for premium retail, wellness, and lifestyle experiences, Malaysia offers brands a golden moment: to intercept intent and turn it into influence in real time.
One Team, One Strategic Mission
To lead the charge, EternityX has assembled a leadership trio who bring more than titles, they bring track records.
Meera Thuraivel, Managing Director, founded Aleph (then Httpool) in Malaysia and built it from the ground up. Over seven years, she led a high-performing team, managed global partnerships, and cultivated deep relationships with agencies and clients.
“Malaysia is where culture and commerce meet. Our job is to help brands show up with sharpness and soul,” she says.
Thresa Thian, Executive Director, co-leads with a background in social listening and media strategy that makes her the team’s insight engine.
“We’re not just launching campaigns. We’re helping brands speak a language that moves people – digitally and emotionally,” she explains.
Valerie Tan, Senior Client Growth Manager, brings platform expertise from managing Meta and X as products under their appointed partners in-market. She connects the dots between planning, platforms, and performance.
“We turn audience behaviour into brand growth. That’s the job now,” Valerie adds.
From Data to Strategy
At the core is EternityX’s Power of 3:
PilotX identifies intent with precision.
MediaX activates campaigns across China’s most influential platforms.
NaviX tracks performance and delivers real business results.
Together, they’ve powered 500+ brands and agency partners with cross-border campaigns—from luxury to lifestyle, tourism to tech.
But this isn’t about dashboards and data feeds. It’s about understanding the human pulse inside the algorithm.
Dive into how data, behaviour, and cultural nuance intersect across markets, through our latest research and strategic insights eternityx.com/our-work/#Our-Research.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
