EternityX research reveals that Chinese media users (CMUs) in Thailand now represent a high-income resident demographic—56% on work visas, earning ~2.7M THB/year with spending intent of 3.35M THB—shifting brands' focus from seasonal tourists to permanent/long-term residents. CMUs spend 4.79 hours daily on Chinese apps (Douyin 87%, WeChat 76%), yet purchasing decisions span multiple platforms (discovery, reviews, research, validation, payment). While 82% still prefer in-store purchases, social influence drives 36% of buying decisions; brands must now operate across Chinese and global platforms and ensure seamless offline–online experience to reach this high-value segment.