Easymoshi
Founding a media brand that bridged cultures and broke new ground.
Sometimes, ideas arise from the most unexpected of places.
Easymoshi was a fortunate by-product of our work in the automotive sector and the discovery of a rapidly expanding Chinese student market in the UK.
Niche, yes. But also affluent, growing and, crucially, untapped. The need for a bridge between this new, potentially recession-busting consumer base and thirsty B2C lifestyle brands was becoming ever-more apparent (to us, anyway).
So, Easymoshi was born. In May 2013 we launched Europe’s first and only lifestyle magazine written exclusively by Chinese journalists for Chinese students.
Original, tailored editorial featured exclusive celebrity interviews, daring opinion pieces and regular sections on fashion, entertainment, food and travel.
Our baby quickly grew up.
Despite its humble beginnings, Easymoshi was soon catering for 150,000+ Chinese under-25s, distributing 25,000 printed magazines across 10 cities each month, running a programme of international events and engaging over 85,000 digital subscribers via WeChat and Weibo.
We were the first Chinese-language outlet to be invited to cover London Fashion Week, and the only one commissioned to provide nuanced translation services for Sydney Opera House.
For its young, progressive and high-spending readers, Easymoshi became the indispensable guide to life in their adopted country of study. For the commercial world, it offered a unique, direct route to market for astute brands wanting to engage one of Europe's most exciting emerging audiences.
And for us, Easymoshi’s unprecedented rise led to Wells + Co establishing a specialism in targeting Chinese markets and a reputation as one the UK’s go-to advisors in the field.
