Influencer marketing has become one of the most powerful — and complex — growth drivers in Mainland China. For many Nordic companies, it represents both opportunity and uncertainty. Large audiences, fast visibility, and strong engagement are attractive. But without the right strategy, execution, and positioning, influencer collaboration can quickly become expensive and ineffective.
This panel discussion brings together two distinct but highly complementary perspectives: the influencer and the agency.
The panel will explore:
- How influencer collaborations actually work in China
- How brands should evaluate ROI and long-term impact
- Common mistakes foreign companies make
- The difference between short-term hype and sustainable brand growth
- When influencer marketing makes sense — and when it does not
This session is designed for Nordic companies operating in or entering Mainland China who want clarity, realism, and strategic insight rather than theory.
The discussion will provide a balanced view from both sides of the ecosystem — influencer and agency — offering participants a practical understanding of how to approach influencer marketing with discipline, credibility, and long-term vision.
Rebekka Mikkola offers the KOL perspective. A trilingual interpreter with extensive experience between China and Finland, Rebekka has built a strong and trusted presence on Chinese social media. She now reaches approximately 2.8 million Chinese viewers weekly, with a total following of over 3 million across platforms. Beyond her digital influence, she has played an active role in strengthening cultural exchange between China and Finland, and has been recognized by Helsingin Sanomat for her impact on Chinese perceptions of Finland. With nearly 20 years of experience in frontline management, including her previous role as Head of South China at Finnair, she brings deep understanding of Chinese consumer behavior and the realities of market entry for Nordic brands.
Representing the agency and strategic side is Mike Golden, President and Co-Founder of Brandigo China, a Shanghai-based marketing communications agency. Originally from the United States, he brings nearly 30 years of marketing experience, including more than two decades working in China, as well as time in Japan, Thailand, and Singapore.
Mike has partnered with hundreds of brands to help them reach and influence their target audiences across both consumer and B2B sectors. His work spans strategic positioning, digital marketing, PR and influencer campaigns, including programs for brands such as Costco, Goose Island Beer, and a wide range of B2B companies.
He holds an MBA from the University of California, Berkeley, and a BA from Cornell University.
Date
Monday, March 16, 2026
Time
08:00-10:00 at Beijing Time
Price
Member Ticket RMB 150
Non-member Ticket RMB 250
Young Professional Ticket: RMB 100
Language
English
Venue
TBD
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If you cannot attend an event for which you have registered, please cancel your registration no later than three business days before the event via WeChat or by sending an email to fang.sunjie@finnchamchina.org. If you fail to notify us of your cancellation in a timely fashion, you will be charged for the event costs.
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Agenda
Panel discussion
Speakers
Rebekka Mikkola
Social Media Influencer at FreelancerRebekka Mikkola is a trilingual interpreter with deep expertise. From providing professional Chinese interpretation services for the Finnish Ministry for Foreign Affairs to building a strong presence on Chinese social media platforms, she has won millions of followers through authentic, high-quality content. Today, she has transformed into a true “traffic engine” on social media, attracting around 2.8 million Chinese viewers every week, with a total following of over 3 million across platforms.
She is a friendly ambassador for cultural exchange between China and Finland. She has successfully brought traditional Chinese festivals to Finland, filling the streets of Helsinki with the joy and celebration of Chinese holidays. Helsingin Sanomat once described her as “the person who has had the greatest influence on Chinese people’s impressions of Finland.”
Rebekka previously worked for Finnair as Head of South China, and nearly 20 years of frontline management experience have given her a deep understanding of the Chinese market and Chinese consumer behavior. In recent years, through self-media channels, she has helped introduce more Nordic companies and products to China, enabling a large number of high-quality Finnish products to enter Chinese households. These products have earned widespread consumer purchase, recognition, and trust.
Rebekka’s visit is driven by a clear mission: to explore how Nordic stories can be understood and loved by the world’s largest consumer market, and how Nordic companies can leverage the power of self-media and other channels to break market barriers and achieve sustainable, long-term growth. She looks forward to working together with all of you to help more outstanding Nordic brands take root, grow, and flourish in the fertile market of China.
Rebekka Mikkola 是一位精通三国语言的口译员。从为芬兰外交部提供专业汉语口译到中国的社交平台，她凭借真实内容圈粉无数。如今变身社交媒体“流量发动机”，每周吸引 280 万中国观众准时围观。全网粉丝约为 300 万➕ 她是中国和芬兰文化交流的友好使者，成功把中国的传统节日带到芬兰。让赫尔辛基的街头响起中国节日的欢声笑语。被赫尔辛基日报称为“中国人眼中对芬兰印象影响最大的人” 她曾就职于芬兰航空，任中国华南区负责人， 近二十年的一线管理工作经历让她充分了解中国市场和中国用户的消费心理。近年来，更是通过自媒体将更多的北欧企业和产品引进中国。使大量的芬兰优质产品进入中国的千家万户，得到了广大消费者的购买、认同、信赖。 Rebekka的到来，是想让北欧故事如何被全球最大消费市场理解并热爱。北欧企业如何借助自媒体等多种方式的力量打破市场壁垒，实现长效增长。她期待与各位一道，让更多优质的北欧品牌在中国这片沃土生根发芽，开花结果。
Mike Golden
President of BrandigoMike Golden, President & Founder, Brandigo China
Mike Golden is the President and Co-Founder of Brandigo China, a Shanghai-based marketing communications agency. Originally from the United States, he brings nearly 30 years of marketing experience, including more than two decades working in China, as well as time in Japan, Thailand, and Singapore.
Mike has partnered with hundreds of brands to help them reach and influence their target audiences across both consumer and B2B sectors. His work spans strategic positioning, digital marketing, PR and influencer campaigns, including programs for brands such as Costco, Goose Island Beer,and a wide range of B2B companies.
He holds an MBA from the University of California, Berkeley, and a BA from Cornell University
Speakers
Mike Golden, President & Founder, Brandigo China
Mike Golden is the President and Co-Founder of Brandigo China, a Shanghai-based marketing communications agency. Originally from the United States, he brings nearly 30 years of marketing experience, including more than two decades working in China, as well as time in Japan, Thailand, and Singapore.
Mike has partnered with hundreds of brands to help them reach and influence their target audiences across both consumer and B2B sectors. His work spans strategic positioning, digital marketing, PR and influencer campaigns, including programs for brands such as Costco, Goose Island Beer,and a wide range of B2B companies.
He holds an MBA from the University of California, Berkeley, and a BA from Cornell University
Rebekka Mikkola is a trilingual interpreter with deep expertise. From providing professional Chinese interpretation services for the Finnish Ministry for Foreign Affairs to building a strong presence on Chinese social media platforms, she has won millions of followers through authentic, high-quality content. Today, she has transformed into a true “traffic engine” on social media, attracting around 2.8 million Chinese viewers every week, with a total following of over 3 million across platforms.
She is a friendly ambassador for cultural exchange between China and Finland. She has successfully brought traditional Chinese festivals to Finland, filling the streets of Helsinki with the joy and celebration of Chinese holidays. Helsingin Sanomat once described her as “the person who has had the greatest influence on Chinese people’s impressions of Finland.”
Rebekka previously worked for Finnair as Head of South China, and nearly 20 years of frontline management experience have given her a deep understanding of the Chinese market and Chinese consumer behavior. In recent years, through self-media channels, she has helped introduce more Nordic companies and products to China, enabling a large number of high-quality Finnish products to enter Chinese households. These products have earned widespread consumer purchase, recognition, and trust.
Rebekka’s visit is driven by a clear mission: to explore how Nordic stories can be understood and loved by the world’s largest consumer market, and how Nordic companies can leverage the power of self-media and other channels to break market barriers and achieve sustainable, long-term growth. She looks forward to working together with all of you to help more outstanding Nordic brands take root, grow, and flourish in the fertile market of China.
Rebekka Mikkola 是一位精通三国语言的口译员。从为芬兰外交部提供专业汉语口译到中国的社交平台，她凭借真实内容圈粉无数。如今变身社交媒体“流量发动机”，每周吸引 280 万中国观众准时围观。全网粉丝约为 300 万➕ 她是中国和芬兰文化交流的友好使者，成功把中国的传统节日带到芬兰。让赫尔辛基的街头响起中国节日的欢声笑语。被赫尔辛基日报称为“中国人眼中对芬兰印象影响最大的人” 她曾就职于芬兰航空，任中国华南区负责人， 近二十年的一线管理工作经历让她充分了解中国市场和中国用户的消费心理。近年来，更是通过自媒体将更多的北欧企业和产品引进中国。使大量的芬兰优质产品进入中国的千家万户，得到了广大消费者的购买、认同、信赖。 Rebekka的到来，是想让北欧故事如何被全球最大消费市场理解并热爱。北欧企业如何借助自媒体等多种方式的力量打破市场壁垒，实现长效增长。她期待与各位一道，让更多优质的北欧品牌在中国这片沃土生根发芽，开花结果。
