Lion Media
Lion Media Group is a Melbourne-based, full-service digital marketing agency founded in 2012 that delivers Chinese-language content, media buying, and campaign execution on WeChat, Little Red Book, and Weibo to help brands reach the Chinese-Australian community.
- Company typePrivate
- Founded2012
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Lion Media does
Lion Media Group (LMG) is an Australian-based, full-service digital marketing agency founded in 2012 that specialises in Chinese-language content and marketing solutions targeting the Chinese-Australian community. The company operates a proprietary media network spanning WeChat, Little Red Book (Xiaohongshu), Weibo, and a news website, amassing 1 million+ followers and 200,000+ daily views, with its WeChat Official Account recognised as #1 in Australia. Its core technology stack comprises direct relationships with influential KOL accounts, custom WeChat Mini Programs (branded mini-games, recipe platforms, interactive campaigns), and WeChat programmatic advertising infrastructure enabling data-driven targeting of active users by demographics and behaviour.
LMG's service portfolio spans five revenue streams: digital marketing strategy (agency fees for bespoke campaign design), media buying (placement across 700,000+ reachable Chinese consumers via KOL accounts), content creation (translation, graphic design, video production), account management (ongoing WeChat/Little Red Book/Weibo management on subscription-like terms), and event marketing (concerts, movie premieres, grand openings, sponsored day trips). Pricing is fully customised and quote-based with multi-year contract cadence. The go-to-market is sales-led B2B, with direct client engagement across at least eight verticals including luxury (Bvlgari), financial services (HSBC, IG), F&B (a2 Milk, Lee Kum Kee, MOUTAI), tourism (Puffing Billy), education (IDP IELTS), retail (Emporium Melbourne, Taobao), and government (Victorian Fisheries Authority). The WeClub sub-brand — a community of 30,000+ fans across 6 KOL accounts — functions as an owned-channel engagement layer supporting client activation. Offices are located in Melbourne (HQ) and Beijing (regional operations). The company is privately held, bootstrapped with no disclosed funding rounds, and remains founder-led by Managing Director Leo Lian.
Lion Media firmographics
Firmographics- Name
- Lion Media
- Legal name
- Lion Media Group
- Website
- https://lionmedia.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lion Media Group is a Melbourne-based, full-service digital marketing agency founded in 2012 that delivers Chinese-language content, media buying, and campaign execution on WeChat, Little Red Book, and Weibo to help brands reach the Chinese-Australian community.
- Ownership category
- akta.pro rank
Lion Media industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Media Buying Agencies (54183), Advertising Agencies (541810)
- akta.pro primary industry
- UGC (User-Generated Content) Production & Creator Networks (MPAAAHAF)
- akta.pro secondary industry
- SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT) (MPAAAIAB)
Keywords
Where Lion Media is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Lion Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Digital Marketing Services: Agency fees for bespoke Chinese digital marketing strategy, including market research, strategy development, campaign management, and performance analytics
- Media Buying: Fees for placing advertisements across WeChat KOL accounts, Weibo, Little Red Book, and other Chinese media platforms targeting Australian Chinese consumers
- Content Creation: In-language content production including translation, graphic design, video production, and format design services for Chinese platforms
- Account Management: Ongoing management of WeChat, Little Red Book, and Weibo accounts for clients including content posting, audience engagement, and performance reporting
- Event Marketing: Organizing and co-organizing events including concerts, movie premieres, grand openings, and sponsored day trips for brand activation
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized agency pricing based on service scope and campaign requirements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Lion Media product offering
Product offeringCore offering
Lion Media Group (LMG) is an Australian digital media and advertising agency that provides Chinese-language digital marketing services to brands seeking to reach Chinese-Australian consumers. Its core offerings include WeChat and Little Red Book (Xiaohongshu) marketing, media buying across Chinese social platforms, in-language content creation, influencer collaborations, and event marketing. The company also operates WeClub, a Melbourne-based fan community sub-brand spanning 6 KOL/influencer accounts with 30,000+ fans.
Product overview
Lion Media Group is a digital media and advertising group specialising in Chinese-language content and marketing solutions. The company offers a comprehensive suite of services including WeChat Marketing, Little Red Book (LRB) Marketing, Media Buying, Content Strategy & In-Language Production, Influencer Collaborations, Customer Engagement, and Creative Services. The core offering centres on bridging brands with the Chinese-Australian community through platforms like WeChat, Weibo, and Little Red Book. Supporting these marketing services is WeClub, a fan community sub-brand operating across 6 KOL/influencer accounts with 30,000+ followers. The company also provides event organization services including Concert Co-organization, Movie Premieres, Sponsored Day Trips, and Grand Opening Ceremonies. The overall portfolio functions as a unified marketing solutions platform rather than discrete standalone products.
Differentiator
Problem solved
Functional benefit
Brands
- WeClub: A Melbourne-based fans community of WELIFE, MELFUN and WEMUMS, focusing on building relationships with fans through periodical online and offline social events. Has over 30,000 fans within 6 KOL/influencer accounts offering SPOC (Single Point of Contact) service.
Products and services
- Chinese Digital Marketing Strategy Bespoke marketing strategies designed to navigate the complexities of the Chinese digital landscape, including market research, target audience identification, brand positioning, and campaign management across multiple channels, for brands seeking to engage Chinese-Australian consumers.
- Media Buying Strategic media placement across influential KOL accounts and Chinese social media platforms to maximise reach and impact, targeting the 1.4 million-strong Chinese community in Australia through targeted media buys.
- WeChat Marketing Comprehensive WeChat marketing solutions including media buying across 700,000 local Chinese consumers through influential KOL accounts, in-house content strategy, KOL advertorials, display banners, Moments advertising, groups advertising, and short video content.
- Little Red Book (Xiaohongshu) Marketing Comprehensive Little Red Book marketing services including account set-up and verification, account management, content strategy, influencer marketing, and strategic ad placements including newsfeed and splash ads targeting an affluent audience.
- Content Strategy & In-Language Production Culturally relevant content strategy and high-quality in-language production, including translation, typesetting, graphic design, and video production with subtitling, designed to resonate with the Chinese-Australian community.
- Influencer Collaborations Partnership services connecting brands with key influencers and opinion leaders to boost brand reach and engagement with trusted voices in the Chinese-Australian community.
- Customer Engagement
Quantifiable outcome
- 1 million+ followers across platforms with 200,000+ daily views
- +4 more outcomes
Companies that use Lion Media
Customer profileNamed customers28 records
Segments6 records
Ideal customer profiles3 records
Lion Media technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Lion Media partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PBC Expo (Pregnancy Babies and Children's Expo)exclusive partnerLMG served as exclusive WeChat partner for Australia's largest early parenting event, assisting PBC in driving traffic to the expo and boosting registered memberships among Chinese parenting community.
Scale indicators11 records
Recent moves7 records
Expansion highlights5 records
Lion Media competitors and assessment
Company assessmentDirect peers
- The Hoffman Agency: B2B technology and consumer PR/marketing agency with deep Asia-Pacific and China expertise. Comparable in its integrated marketing services and cross-border China-tech positioning.
- Dragon Social: Boutique digital agency specialising in Chinese social media marketing (WeChat, Weibo, Xiaohongshu) for international brands. Closely comparable to LMG in services, target platforms, and cross-border China marketing focus.
Broad incumbents
- Ogilvy China: Global agency network with one of the largest China operations covering creative, media, PR, and digital. Represents the dominant incumbent LMG competes against for large enterprise Chinese-market mandates.
- Publicis Groupe China: Global agency holding company with major China operations (Publicis, Leo Burnett, Saatchi & Saatchi) providing end-to-end digital and media services on Chinese platforms. Comparable end-to-end service scope at global scale.
- Weber Shandwick China: IPG-owned global PR and integrated marketing agency with substantial China operations serving multinational brands. Overlaps with LMG on integrated campaigns targeting Chinese consumers.
- Ruder Finn China: Global communications agency with a long-standing China practice in digital, content, and influencer marketing. Comparable as a cross-border China-specialist competitor with deeper global reach.
- WPP / GroupM China: World's largest advertising group with extensive China media buying (GroupM), creative, and content operations across Chinese platforms. Sets the scale and pricing benchmark LMG operates against.
- APCO Worldwide China: Global advisory and communications firm with a meaningful China practice spanning corporate, policy, and marketing communications. Competes for cross-border China advisory and brand mandates.
- Isobar China (Dentsu): Dentsu's digital-first brand with extensive China operations spanning digital media buying, content, and platform strategy on WeChat, Douyin, and Xiaohongshu. Overlaps with LMG on Chinese-platform media buying and content at greater scale.
Regional players
- Click2View: Singapore-headquartered digital agency with a strong Chinese-market and Southeast Asia diaspora practice across WeChat, Xiaohongshu, Douyin, and Weibo. Comparable services and platform focus, but operating primarily in SEA rather than Australia.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Lion Media social profiles
Digital presenceLion Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lion Media leadership team
Management profileNumber of profiles
Profiles7 records
Lion Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lion Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lion Media
What does Lion Media do?
Lion Media Group (LMG) is an Australian digital media and advertising agency that provides Chinese-language digital marketing services to brands seeking to reach Chinese-Australian consumers. Its core offerings include WeChat and Little Red Book (Xiaohongshu) marketing, media buying across Chinese social platforms, in-language content creation, influencer collaborations, and event marketing. The company also operates WeClub, a Melbourne-based fan community sub-brand spanning 6 KOL/influencer accounts with 30,000+ fans.
Is Lion Media a public or private company?
Lion Media is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lion Media founded?
Lion Media was founded in 2012. It employs 11 to 50 people.
Where is Lion Media based?
Lion Media is headquartered in Melbourne, Australia, in the Oceania region.
How does Lion Media make money?
Five revenue lines are on record. Digital Marketing Services are the primary driver. The others are media Buying, content Creation, account Management and event Marketing.
Who are Lion Media's main competitors?
Direct peers on record are The Hoffman Agency and Dragon Social. Broad incumbents are Ogilvy China, Publicis Groupe China, Weber Shandwick China, Ruder Finn China, WPP / GroupM China, APCO Worldwide China and Isobar China (Dentsu). Click2View is listed as a regional player.
Does Lion Media have an API?
No public API is recorded for Lion Media.
What industry is Lion Media in?
Lion Media's product category is Digital Marketing Services. Its primary akta.pro industry code is MPAAAHAF, UGC (User-Generated Content) Production & Creator Networks, with a secondary code of MPAAAIAB, SMS/MMS & Messaging Marketing Services (Text, RCS, WhatsApp/OTT). Its NAICS code is 54183.