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Douban

Douban

豆瓣Content & Communities

China's cultural review and community platform. Influences opinion leaders and creatives.

Douban Inc.Launched 200570M+ MAULow cost

Douban is a unique Chinese platform combining book, film, and music reviews with social networking and interest-based communities (groups). It's highly influential among China's cultural opinion leaders, creatives, and educated urbanites. Douban ratings are considered the most trustworthy review system in China. For brands in cultural industries (books, film, music, fashion, design), Douban is an essential platform for building credibility with trendsetters.

Key Metrics

70M+

Registered Users

100M+

Book/Film Reviews

600K+

Interest Groups

Audience Profile

Age Group

22-40

Gender Split

40% M / 60% F

City Tier

Tier 1-2

Demographics

Educated, cultural/arts-oriented, opinion leaders

Ad Formats & Features

Sponsored Content Brand Groups Book/Film Ratings

Best For

Cultural marketingFilm/TV/music promotionBook publishingNiche communities

Suitable Industries

PublishingEntertainmentFashionLifestyleEducation

Platform Highlights

  • Cultural influencer hub
  • Trustworthy reviews
  • Niche communities
  • Creative industries

Budget & Difficulty

Cost Level

Low

Starting Budget

£100/mo

Difficulty

Low

Douban

Douban

MAU

70M+

DAU

20M+

Starting Budget

£100/mo