In the bustling digital landscape where millions of voices compete for attention, Zhai Yujia (翟雨佳) stands out not just for her massive following, but for her unique journey from Chinese social media stardom to the halls of Korean academia. With over one million followers across her platforms, this power influencer made an unexpected choice: to pause her thriving career and pursue a master's degree in digital marketing at Ewha Womans University in Seoul.
Her decision might seem counterintuitive. Why would a successful content creator, already commanding significant influence in China's competitive digital space, return to graduate school? The answer reveals much about the evolving nature of influence in the digital age and the deepening cultural connections between China and Korea.
From Journalism Student to Digital Pioneer
Zhai's path to influence began at Jilin University, where she studied journalism and broadcasting. But it was during internships at tech giants Alibaba and Tencent that her passion for video and media crystallized. "During my internship at Alibaba Group, my enthusiasm for video and media studies became firmly established," she recalls. At Tencent, she honed her video editing skills, building the technical foundation that would later prove crucial.
In her final undergraduate year, Zhai took a leap that would define her career trajectory. She launched a short-form video channel focused on product placements and brand collaborations—what Chinese audiences call "1人媒体 PPL" (one-person media product placement). The channel's success exceeded all expectations, rapidly accumulating over 200,000 subscribers in the highly competitive Chinese market.
This early success wasn't just about numbers. It demonstrated Zhai's intuitive understanding of what makes content resonate with audiences—a skill that can't be taught in classrooms alone. Yet rather than riding this wave of success, she made a choice that would surprise many in the influencer world: she decided to deepen her theoretical knowledge.
Why Seoul? The Pull of Korean Media Excellence
Zhai's first visit to Ewha Womans University's campus in 2019 left an indelible impression. "The breathtaking beauty and intellectually stimulating atmosphere deeply impressed me," she says. "At that moment, I was certain that Ewha Womans University would be my next academic home."
But the decision went beyond campus aesthetics. Ewha's reputation as a leading institution for media studies across Asia, particularly in China, made it an ideal choice. The university's Communication and Media Studies program offered something Zhai couldn't find elsewhere: a bridge between Eastern and Western approaches to digital media, situated in the heart of one of the world's most dynamic content creation ecosystems.
Under the guidance of Professor Yoo Seung-chul (유승철), Zhai now studies digital social media marketing, combining her practical experience with rigorous academic frameworks. The courses on "social issues" and "advertising/consumer psychology" have been particularly transformative, providing her with frameworks to understand why certain content succeeds and how to design more effective marketing strategies.
The Marathon Mindset: Building Influence with Purpose
For Zhai, becoming an influencer is "not a sprint but a marathon." This perspective sets her apart in an industry often criticized for prioritizing viral moments over sustained impact. Her preparation began in high school with film production, video editing, and scriptwriting—long before these skills became essential for digital creators.
"I've been immersed in film production, video editing, and scriptwriting since high school," she explains. The corporate internships during her undergraduate years provided invaluable practical experience, while her graduate studies at Ewha have offered opportunities to combine theoretical knowledge with real-world application.
This methodical approach reflects a broader shift in how serious content creators view their craft. Rather than seeing influence as a product of luck or timing, Zhai treats it as a profession requiring continuous learning and skill development—much like medicine or law.
Bridging Markets: Korea to China and Beyond
Now managing a community of over one million followers, Zhai has crystallized her vision into two primary goals. First, she wants to introduce high-quality Korean clothing and accessories to Chinese consumers. This goes beyond simple product promotion; it's about cultural translation and taste-making. Korean fashion has long influenced Chinese trends, but Zhai aims to curate and contextualize these products for her audience in ways that respect both cultures.
Her ambitions extend to launching her own personal brand, promoted through short videos and social media live broadcasts—formats she's mastered over years of practice. This move from influencer to entrepreneur represents a natural evolution, one that many successful content creators eventually pursue.
But perhaps more significant is her second goal: using her platform for social good. "Influencers have a responsibility to their audience," Zhai emphasizes. "I want to leverage my influence to benefit those who need help." Whether raising awareness about important social issues or supporting charitable causes, she's committed to creating positive change.
This sense of social responsibility distinguishes Zhai from influencers focused solely on commercial success. It also reflects values instilled during her academic training, where she's been exposed to critical perspectives on media's role in society.
The Power of Community
When asked about the source of her energy while balancing studies and content creation, Zhai's answer is immediate: "My strength comes from my subscribers. Their feedback, encouragement, and the community we've built together are extremely important to me."
This emphasis on community over mere follower counts reveals a mature understanding of digital influence. In an era when fake followers and engagement can be purchased, Zhai focuses on authentic connections. Her content spans both Korean and Chinese languages, creating bridges between audiences that might otherwise never interact.
Her TikTok and Douyin posts showcase Korean culture, fashion, and lifestyle to Chinese audiences while also introducing Chinese perspectives to Korean viewers. This bidirectional cultural exchange is increasingly valuable as both countries navigate complex political and economic relationships.
Advice for Aspiring Influencers
For those hoping to follow in her footsteps, Zhai offers hard-won wisdom. "Stay curious and keep an open mind," she advises. "This field is dynamic and constantly evolving. There's always something new to learn, fresh perspectives to consider, or new trends to follow."
She emphasizes the importance of practical experience—whether through internships, part-time work, or personal projects—to gain real understanding of the industry. But she's equally adamant about not underestimating theoretical knowledge. "Graduate courses provide influencers with broad understanding and the ability to critically analyze and interpret media trends," she notes.
Perhaps most importantly, Zhai encourages aspiring creators to develop their own unique voice and style. "Media is a highly creative field, and your unique perspective can be your greatest asset."
This advice reflects her own journey: someone who combined technical skills, business acumen, cultural sensitivity, and academic rigor to build influence that transcends borders.
The Future of Cross-Cultural Influence
Zhai Yujia's story illuminates several trends reshaping digital media and international cultural exchange. First, it demonstrates that sustainable influence increasingly requires more than just content creation skills—it demands strategic thinking, cultural intelligence, and continuous learning.
Second, her work highlights the growing importance of cultural intermediaries who can authentically navigate multiple markets and audiences. As Korean culture continues its global expansion through K-pop, K-drama, and K-beauty, figures like Zhai who can contextualize and translate these phenomena for specific audiences become increasingly valuable.
Third, her emphasis on social responsibility suggests a maturing of influencer culture. As platforms and audiences demand more from content creators than entertainment alone, influencers who can articulate and demonstrate positive social impact will likely thrive.
Finally, Zhai's decision to pursue graduate education while maintaining her platform challenges the notion that formal education and digital entrepreneurship are separate paths. Instead, she models an integrated approach where academic frameworks enhance practical work, and real-world experience enriches theoretical understanding.
Conclusion: A Bridge Between Worlds
As Zhai Yujia continues her studies at Ewha Womans University while building her influence across borders, she embodies a new generation of digital creators—one that combines commercial success with intellectual depth, cultural sensitivity with business acumen, and personal ambition with social responsibility.
Her journey from Jilin University to Alibaba and Tencent, from 200,000 subscribers to over one million followers, and from Chinese social media to Korean academia, represents more than individual success. It's a testament to the power of Korean culture to attract and inspire talent from across Asia, and to the possibilities that emerge when curiosity, hard work, and strategic thinking converge.
For brands looking to enter Chinese markets, policymakers interested in cultural exchange, and aspiring influencers everywhere, Zhai's story offers valuable lessons. Success in the digital age requires more than viral content—it demands continuous learning, cultural intelligence, authentic community building, and a clear sense of purpose beyond mere popularity.
As she prepares to launch her own brand and expand her social impact initiatives, one thing is clear: Zhai Yujia is not just riding the wave of Korean cultural influence—she's helping to shape it, one post, one course, and one authentic connection at a time.
This article is based on an interview originally published in MADTimes. Source: https://www.madtimes.co.kr/news/articleView.html?idxno=17645
Zhai Yujia is currently pursuing her master's degree in Communication and Media Studies at Ewha Womans University under the supervision of Professor Yoo Seung-chul (유승철).
