Analytics China Culture Marketing

The use of citizens’ data

China’s social credit system is a nationwide program officially launched in 2014 to improve the country’s trust and social stability by incentivizing good behavior and punishing bad behavior. It’s a complex system that uses a variety of methods to assess the trustworthiness of individuals and organizations, including financial reputation, legal records, and even social media activity. The system has drawn a lot of attention inside and outside China, with some praising its potential to create a more honest and trustworthy society, while others have raised concerns about its potential for abuse and lack of transparency.

At its core, the social credit system uses data and technology to create a more efficient and just society. The system is designed to be comprehensive, using information from various sources to calculate the social reputation of an individual or organization. These sources include financial credit scores, legal documents, and even social media activity. The social credit score is then used to determine whether an individual or organization is eligible for certain privileges or penalties.

An example of an application of a social credit system is in the financial sector. In China, individuals and organizations with high social credit scores often qualify for lower loan rates, while loans with lower scores may be rejected outright. This is because the social credit system is designed to incentivize good behavior and punish bad behavior, with those who score higher considered more trustworthy and responsible.

Another example of the use of social credit systems is in the tourism industry. In China, people with higher social credit scores are generally more likely to book travel arrangements, while those with lower scores may be denied a flight or train ticket. That’s because the social credit system is designed to encourage good behavior and discourage bad behavior, with people with higher scores considered more trustworthy and responsible.

Social credit systems are also used to punish individuals and organizations for bad behavior. For example, people with low social credit scores may be excluded from certain types of jobs or denied access to certain services. Organizations with low social credit scores may be denied a license or a license to operate.

While the social credit system has the potential to create a more trustworthy and accountable society, it also raises concerns about its potential abuse. There are concerns about the lack of transparency in the system, as it is not always clear how an individual’s or organization’s social credit score is calculated. There are also concerns that the system could punish individuals or organizations or suppress dissent for political reasons.

There are also concerns about the possibility of using the social credit system to discriminate against certain groups. For example, there are concerns that the system could be used to discriminate against individuals or organizations on the basis of their religion, ethnicity, or political opinion.

Despite these concerns, the social credit system has gained widespread support in China, with many applauding its potential to build a more trustworthy and responsible society. It remains to be seen how the system will evolve over time and whether it will achieve its goals.

Based on this line of thought, we will then ask ourselves:

Is the Chinese social score system applicable to Western countries despite their cultural differences?

Thanks to the study we made above we can continue on the fact that the major difference between China and the western countries is found in the interpretation of the methods used rather than the real application of the tools. As seen for the online rating of accommodations or restaurants, the reason for such a difference in mindset is the culture and the way the tool is perceived by society. We will see if this Chinese social score system is transposable to Western countries and if it is not already the case. What is the next step? Will security, climate issues, geo-political tensions, the growing gap between social classes, be accelerators of the use of personal data of the population by the governments of Western countries like China?

Analytics Business Culture Food Human Lifestyle Luxury Marketing

French people and wine

With more than 44 liters consumed per person per year, and although the trend is downwards, France is the country where people drink the most wine after the Vatican and Andorra (source: Wine Institute). Thus, for many consumers, September is synonymous with the start of the new school year, but also with good deals at the Wine Fairs!

China Culture Digital Business entertainment Life in China Lifestyle Music platforms

Infographic : The Chinese digital music industry

The Chinese digital music industry is one of the largest and fastest growing in the world. However, it has had its shares of controversies and lived through major piracy outbreaks. So how did the industry manage to come back stronger and more innovative than ever ?

The industry was once crawling under online piracy, with the traffic of illegal and unlicensed online MP3 files. Before the infamous Sword Net Action, operation meant to control and slow down counterfeit goods and IP infringements in 2010, 99% of China’s digital music was pirated. In 2015, the operation extended to unlicensed songs and 2.2 million were removed from the internet. Following those measure, the industry was quick to adapt and lived a 113.2% growth that same year.

Get a closer look in figures in one of China’s most promising industry in my infographic on LinkedIN.

China Chinese comportement Culture Empowerment Marketing Traditions in China Countryside

The marriage crisis in China

In one of the most digitized country in the world, tradition still prevails. And in China, less and less couple are getting married. In 2020, there was a 12% drop from 2019 in weddings, a rate which has fallen every year since 2013. This is due to a staggering gender imbalance in the Chinese population. Decades of the one-child policy has made a tremendous impact on the society, and Chinese people have slowly eliminated the desire for marriage and children. We have now identified a true marriage crisis in China.

Leftover women 

In China, they call single educated women aged over twenty-seven years old, « Sheng-nu ». This literally means ‘leftover women’. The label is now an entire social status in the society. This is due to conservative beliefs that unmarried women past 30 are less desirable and committing a moral transgression. In the media, they are portrayed as lonely, desperate and flawed. This stigma has put tremendous pressure on many women to get married. But women are fighting back this derogatory term. These women don’t protest, they use their economic power to prove their worth and importance in the society. They try to break the stigma that they have a miserable life by highlighting the perks such as their freedom.  The financial freedom especially helps them redefine their place in the Chinese society. They use their money to buy themselves things or purchase gifts for their parents. This way they positively transform their image in the eyes of their parents.

Leftover men

There is approximatively 35 million more single men than women. Mainly attributed to China’s one-child policy, in effect from 1979 to 2015, this has created a major gender imbalance over generations. This problem is even more alarming in the country side. Women often move away to marry men with better situation in more metropolitan areas. ‘Leftover men’ or  « shengnan » are also called « guang gun ». This literally means bare branches, it refers to men who do not marry and thus do not add ‘branches’ to the family tree. And while leftover women willingly put off marriage to focus on their career, education and enjoy their status, leftover men in China are eager to get married. Chinese men face strong economic pressure as well as traditional family stress. They feel a huge guilt and fear to disappoint their parents by ending their lineage.

The government’s pressure

The government has noticed this marriage crisis and has been continually taking actions to stimulate dating. More recently, they have put in place rather agressive campaigns to remedy the situation of those leftover men and women. The local government of Xiangyin, a rural Hunan county even created a plan to urge women to stay and marry their local bachelor. They specify that leftover men’s situation are a ‘social issue’ that requires ‘urgent attention’.

“Education and guidance should be provided to make women born in rural regions feel passionate about their hometowns and willing to improve the environment they grew up in”

The government promised to simplify the marriage registration process. Through these actions, they hope to popularize a new wave of “modest” dating and marriage in rural China. In addition, over the past few years, campaigns have been surfacing to warn women against the dangers of becoming a leftover women and pressure them into marriage. 

Singles day

Despite the efforts of the government and the pressure from their peers, women in China are more and more confident about their legitimacy in the society. Women between 24 and 34 have become one of the largest contributors to the country’s growth. Indeed, women are responsible for 41% of China’s GDP, the largest proportion in the world. The Chinese market has noticed this trend and is capitalizing on the upsurge of single hood through the economy. In 2009, e-commerce powerhouse Alibaba invented the « Single’s Day ». This celebration is an anti-valentine’s day, whose goal is to empower single people. The celebration, held on 11/11, became the biggest shopping festival in the world, surpassing by far Black Friday. For women, the economic power is a way to have a voice. They get the chance to spent money on themselves and their loved ones, which transforms and redefines their single hood has something they can be proud of. They promote an image of leftover women as successful, financially independent, morally honorable, and upright citizens.

SK-II #changedestiny campaign

Japanese beauty and skincare company SK-II has started a campaign named #changedestiny in order to empower the ‘leftover’ women to own their power and their place. The movement, based on female empowerment, focuses on particular pressures faced by women in their daily lives. Through a series of videos and articles, they encourage women to fight these stereotypes and overcome the pressures. This year, SK-II has been focusing on athletes and olympians to star in their campaigns. They highlight the stories of six successful female athletes in China, with the first one being Chinese swimmer Liu Xiang. This campaign represents a long running success that keeps reinventing and refreshing itself all the while sending strong messages of empowerment and taking a social stance for women everywhere. 

The marriage crisis in China highlights a major social imbalance that remains in the country. Years ago, the gender imbalance promoted the uprising of men through the one-child policy. Now however, women seem to have the upper hand. When the bachelor crisis pushes men in rural area to desperately get married, women enjoy a new found economical power and freedom and do see marriage as a priority. ‘Leftover women’ promote themselves as morally upright, economically independent, successful citizens. ‘Leftover men’ are powerless and under tremendous guilt and pressure. This showcases the contrast between the authority of Chinese tradition and culture against the global power of modernisation. And single women seem to be winning that battle.

Culture digital art Interview

Interview de Lou Ledrut – Fondatrice de Librairie jeunes pousses

Aujourd’hui je vous propose l’interview de Lou, alumni MBA Digital Marketing & Business et dont j’ai trouvé le projet “Librairie Jeunes Pousses” très intéressant.


Bonjour, présente-toi quelques lignes

Hello !
Du coup, je m’appelle Lou, j’ai 24 ans et je suis un peu multi casquette. Actuellement, je suis éditrice et relectrice freelance, mais j’ai également fondé la librairie Jeunes Pousses. Passionnée par la littérature et le monde de l’édition de façon plus générale, j’ai toujours voulu intégrer ce secteur et… aujourd’hui, je pense pouvoir dire que c’est le cas ! Pour compléter ce profil un peu « littéraire », je peux ajouter que je suis autrice d’un premier roman, j’ai été membre d’un jury littéraire, j’ai fait partie de 3 comités de lecture et je tiens aussi un blog littéraire.


Quel est ton parcours scolaire ?

J’ai obtenu un BAC ES option sciences politiques et sociales en 2014, ensuite je me suis dirigée vers une Licence d’Information et de communication dans l’optique de devenir un jour journaliste. Au final, j’ai tellement aimé que j’ai continué et je suis entrée à l’EFAP dans l’optique de faire le MBA Digital Marketing & Business. Et maintenant, je suis diplômée ! (Enfin en théorie… parce que la pandémie a un peu bouleversé le programme et donc la remise des diplômes.)


Pourquoi le MBA DMB ?

Initialement, je voulais devenir Social Media Manager ou rédactrice web. Alors ça me semblait être la voie logique ! J’ai candidaté pour plusieurs masters et finalement, j’ai choisi d’intégrer à l’EFAP pour ce MBA (même si j’avais été acceptée ailleurs aussi).

Aussi, j’avais vraiment envie de faire une année en alternance, d’apprendre sur le tas et le MBA DMB le proposait, donc c’était parfait !


Tu as lancé ton projet « Libraire Jeunes Pousse » récemment, comment t’es venue l’idée ?


La librairie est un projet qui existe officiellement depuis 2020, mais j’y réfléchissais depuis 2019. En fait, grâce à mon blog littéraire, j’ai eu l’occasion de rencontrer et de lire beaucoup d’auteurs auto-édités. Le constat était frappant : il y avait beaucoup de livres géniaux !
Alors quand j’ai dû réaliser la thèse professionnelle de master du MBA DMB, j’ai décidé de parler de l’auto-édition. J’ai donc fait plusieurs études, échangés avec de nombreux auteurs et j’en ai tiré la conclusion que la plus grande difficulté d’un auteur était de faire sa promotion et d’être vendu en librairie.

Partant du constat qu’il existe de très bons livres en auto-édition, mais aussi des très mauvais, je me suis dit qu’il fallait faire une plateforme pour répertorier tous les livres qui le méritent et qui ont vraiment été travaillés. Du coup, cela m’a travaillé toute l’année en 2019, j’avais envie d’aider tous ces auteurs et j’ai voulu proposer un annuaire des auteurs indépendants, mais ça a déjà été fait.

En plus, il y avait la question des liens d’achat et beaucoup d’auteurs auto-édités ne sont présents que sur Amazon. Et il y a beaucoup de personnes qui ne veulent pas soutenir cette entreprise, alors après avoir échangé longuement et m’être questionné pendant des mois… j’ai décidé de lancer une librairie en ligne spécialisée dans l’auto-édition.


Concrètement, peux-tu nous décrire un peu plus ce que c’est ?


Il s’agit d’une librairie en ligne et indépendante proposant que des livres qui ont été auto-édités. C’est-à-dire des livres qui ont été publiés sans passer par une maison d’édition. Tous les livres disponibles à la vente ont été étudiés pour certifier leur qualité. Nous nous basons sur des critères objectifs et annoncés pour accepter ou refuser un livre.

En plus de vendre les romans, je voulais vraiment accompagner les auteurs. Nous échangeons beaucoup et j’ai envie de donner le meilleur de moi-même pour eux. J’essaie de leur proposer des choses différentes, par exemple avec les boxs littéraires. Cela permet de vendre leurs livres d’une nouvelle façon. Et c’est d’ailleurs pour ça que j’ai lancé une campagne Ulule pour leur permettre de se rendre à des salons littéraires et de créer des librairies éphémères dans des villes francophones.

L’idée est de faire connaître l’auto-édition et de prouver qu’elle a sa place dans le paysage de la littérature francophone.


J’imagine que le digital est maintenant un levier important et notamment dans le milieu littéraire. Qu’en penses-tu ?


Effectivement, déjà les ebooks et les liseuses ont vraiment changé la donne. Les gens lisent différemment, pas sur les mêmes supports… Bien sûr, le livre papier est toujours présent, mais maintenant de plus en plus de personnes choisissent de lire en numérique aussi.

En fait, comme dans tous les secteurs, il faut évidemment se mettre au numérique. Déjà, il est nécessaire une stratégie sur les réseaux sociaux, avoir un site internet… cela paraît évident, mais ça ne l’est pas encore avec tout le monde. En effet, typiquement, beaucoup d’auteurs indépendants ne savent pas comment s’y prendre avec leur communication surtout sur les réseaux sociaux. Mais comme partout, il y a des influenceurs spécialisés dans ce domaine. Typiquement, il existe des collaborations entre une maison d’édition ou un auteur et un chroniqueur/blogueur sous forme de service presse. C’est-à-dire que la maison d’édition envoie un exemplaire, souvent numérique, à un blogueur pour qu’il en fasse une critique. Cela peu être un blogueur, comme un Youtubeur, un instagrammeur, etc.

Mais il y a encore énormément de faux pas. Une nouvelle maison d’édition qui se lance sans site interne n’inspire pas confiance. Quelque part, une bonne présence sur les réseaux sociaux rassure et donne envie de suivre un projet.

Aussi, les réseaux sociaux sont une manière pour les lecteurs de s’exprimer. On le voit lors de tous les scandales sur de mauvaises communications de la part d’une maison d’édition ou des problèmes de traduction… Il y a beaucoup de « concepts » qui sont nés grâce aux réseaux sociaux comme le ownvoice ou les sensitives readers.

Il y a aussi beaucoup de podcasts, d’émissions littéraires notamment sur Twitch, des campagnes de financement participatif, des lives sur Youtube… bref, le monde du livre a bien investi internet. 😊


Cela a-t-il été difficile de te lancer au début ?


Sur le plan administratif, non. J’étais tellement stressée à l’idée de me tromper que je me suis entourée de professionnels pour palier les compétences que je n’avais pas. Mais sur le plan personnel, clairement ! Déjà, j’ai du mal à me faire confiance, en croire en ce que je peux faire, donc j’avais vraiment peur de me louper… Surtout que je ne suis pas seule dans cette aventure, j’embarque des auteurs avec moi et j’avais vraiment peur de les décevoir.

Alors je pense que le plus difficile était de me dire : vas-y, lance-toi.

Mais une fois que ça a été fait, j’ai eu un retour immense de la part des auto-édités. J’avais la chance d’avoir ma « réputation » dans le milieu et ça m’a beaucoup aidé. J’ai convaincu les premiers auteurs rapidement, puis les premiers acheteurs… Et même si ce n’est pas encore gagné, remporter les deux prix lors de la finale du Pitch Pitch d’Ulule prouve bien que j’ai le soutien d’une merveilleuse communauté.


As-tu un ou des conseils pour un(e) futur(e) jeune auto-entrepreneur/neuse ?

Si je devais donner 5 conseils, je dirais :

  1. Bien s’entourer : c’est vraiment important de trouver des personnes fiables et de confiance pour avoir un retour sur son projet. C’est vraiment difficile d’avoir du recul sur ce qu’on fait.
  2. Prendre son temps : c’est vraiment tentant de foncer tête baissée, de voir directement s’il y a un intérêt… mais en prenant le temps de voir où l’on va, on ira plus loin. C’est du temps qu’on va économiser et des galères qu’on va éviter.
  3. Ne pas se reposer sur ses acquis : quand on entreprend, on apprend forcément. Il y a des choses qu’on sait déjà, mais il faut toujours aller plus loin pour mieux appréhender la suite et les potentiels problèmes qui peuvent survenir. Ce n’est pas parce que quelque chose marche maintenant qu’il marchera toujours. Il faut vraiment en avoir conscience.
  4. Croire en soi : c’est peut-être le plus difficile. En même temps, c’est un saut dans l’inconnu… Mais si on pense qu’un projet mérite d’être réalisé, parfois il faut vraiment prendre conscience qu’on est la personne qui peut y arriver.
  5. Se lancer : c’est dur, ça fait peur. Mais au final, à quoi ça sert de tout préparer pour ne jamais sauter le pas en attendant… quelque chose qui ne viendra peut-être jamais. Finalement, on est jamais totalement prêt, mais il faut quand même y aller.

Un dernier mot ?

Merci Manon pour cette interview ! Je vais juste terminer en disant qu’il y a des clichés dans beaucoup de secteurs, sur l’auto-édition aussi et on peut vraiment tomber sur de belles pépites. Donc laissez une chance aux auteurs de la librairie Jeunes Pousses et si vous avez envie de soutenir des auteurs qui le méritent, n’hésitez pas à participer à notre campagne Ulule ! Elle se termine le 10 avril. 😊

Librairie :
Ulule :



Merci également Lou pour le temps consacré à cette interview! N’hésitez pas à la soutenir ! Vous pouvez la retrouvez sur Linkedin .


Applications Apps Art Culture digital art MBADMB platforms TikTok

Tiktok: the platform for intergenerationality


We no longer present it, Tiktok is an integral part of the spectrum of the largest social networks. The concept is simple: the creation and sharing of very short videos (60 seconds maximum). Creativity is in the spotlight, art, singing, physical performances or comedy. But the biggest hit of the application are playbacks, accompanied by mini scenes each one brings their own touch and it works!

Tiktok only exists for four years now, yet it gathered 800 millions active users all over the world in 2020. Without counting the additional 150 millions represented by Chineses that uses Douyin. Douyin is the chinese and original version of the app.

Although 41% of its users are teenagers between the ages of 16 and 24 we can also see  more and more elderlies joining the fun. Indeed, powered by their grandchild, some account are great demonstration of love and teach us a lesson. Whatever your age, there is no limit to have fun and to share.

And if you don’t believe me here’s a sample of what young and older can do together. I hope you like to  laugh.


Are we giants or is Lil tiny…? #fyp #algorythm #oldisgold #foryoupage @ciarralietke_

♬ original sound – Ayo

And the craze is real. Some of these videos can count thousands of views and even sometimes million of followers.

Sources: data portal 2020 – Global index 2019 – Tiktok




China Culture Food Gaming

Genshin Impact x KFC in China

What is Genshin Impact ?

In China, the popular video game Genshin Impact is preparing a unique collaboration with KFC to offer exclusive products.
Genshin Impact is an open-world action game where the player is a character named “The Traveller”, who is a lost in a land called Tayvat. The goal is to visit the surroundings and find the Traveller’s brother or sister. It is a real journey that allows the character to travel through many landscapes.

This game, often compared to the Zelda universe, allows players to confront magical creatures thanks to the elements:

  • Cryo (ice)
  • Pyro (fire)
  • Geo (earth)
  • Anemo (wind)
  • Dendro (nature)
  • Hydro (water)
  • Electro (lightning)

You can also meet playable and non-playable characters on the road. The graphics are very well done. They are vivid and gripping, which makes the animation very fluid and allows the player to be а deep in the game. The game also has a unique soundtrack composed by London and Shanghai orchestras. This “RPG” was developed by the Chinese studio “MiHoYo” and is free of charge. It is available on Playstation 4, Android, iOS, PC and is expected to arrive on Nintendo Switch soon.

The unique collaboration with KFC

Genshin Impact is already a hit around the world, but even more so in its home country. This is why Genshin Impact is preparing a unique collaboration with KFC. Goodies are available in the game, while the restaurants are dressed in the colours of the critically acclaimed free-to-play game. The streamer Zeniet, a Vietnamese Genshin player with 150.7k followers on twitter, announced the news in a tweet for international players :

He informs that KFC will offer buckets а the effigy of Diluc. But also limited edition “wing skins”. The collaboration with KFC was released on March 8th in China. However, this unique collaboration will unlikely arrive in Europe. However, it will be possible for players on Western servers to get the KFC glider. The publisher of Genshin Impact announced on Twitter that the KFC skin will be available in the game by July 2021 at the latest.

These crossovers are not new in China. Indeed, the Asian country loves to associate local pop culture with fast food. As was the case for Final Fantasy 14 which also collaborated with KFC.

Final Fantasy 14 in partnership with KFC

But the video game craze doesn’t stop lа. KFC also launched its own Twitter page called “KFC Gaming” in 2018. On which it shares lots of the same and jokes about the world of “gamers”. KFC knows how to get good publicity. They surf on the latest trendy video games to attract its customers.

KFC Gaming twitter’s account

If you want to know more about China, I advise you to read this article.

China Culture entertainment Music platforms

INFOGRAPHIC : Chinese Music Industry in 2020

Chinese music industry is maintaining its position as the seventh largest music market in the world in 2020.

With the popularity of music platforms and social medias like Douyin, it’s even more easy for small musicians to get some more recognition. A few of them didn’t expect to get famous in a little time. The social media allows a rapid gain of followers through its viral concept. Like Tiktok, musicians can create challenges or viral trends.

“Between January and July 2020, Douyin musicians collectively gained more than 300 million followers, with the top 50 musicians gaining on average 6.28 million followers per person.” according to .

Let’s get a quick look at 2020’s recap :

Chinese Music Industry in 2020

China CRM Culture Marketing Shanghai Success in China

Customer Experience – 5 singularities of CX in China

In western countries, customer experience became a main preoccupation to many businesses. It has been the center of extensive research and it is now less and less mystical. But is a good experience in a western country as good of an experience in China? 

In the United States for example, some of the greatest CX strategies have been studied, secrets have been shared and a good experience is now a standard if not a must-have. But do we know how customer experience is perceived in different cultures? China, a central hub for digital growth, has its own digital ecosystem and has proven how innovative it could be. Therefore, let’s see what differentiate a great customer experience in western countries from one in China. 

Famous successful customer experiences in western cultures 

  1. Disney and its magical moments 
  2. Amazon and its prime delivery 
  3. Starbucks and its ultra personalised experience 
  4. Ikea and its immersive stores
  5. Netflix and its pain-point-free navigation
  6. Airbnb and its unique and local experiences 
  7. Revolve and its adaptive buying processes
  8. Spotify and its Wrapped campaign

advertising on a wall with a black message saying "we like you too" with a smiley

The conclusion is that western countries love personalisation and emotions. To leave a pleasant feeling to your customers, you must make them as individuals and recognise their unique needs and constraints.

Brands that take a stance for the integration and acceptance of all communities are more and more valued. The acknowledgement of differences and respect of singularities and individual needs is what leads the CX trends nowadays.

But how about customers in China ? Is the main component of a good customer experience personalisation? 

Key customer experience elements in China

Even though it will not hurt an interaction, personalisation and emotions are not the number one criteria that will drive a great experience. In general, here are things to have in mind when design experiences for Chinese customers. 


  1. An innovative integration of digital processes within the experience

    While in other countries it is common to avoid the use of technologies, Chinese customers tend to prefer online experiences.  Indeed, mobile payment is the favorite payment mean and social commerce is a widespread buying experience.  And the more originality you will show with your use of technologies, the more attention you will capture.

  2. Prestigious and luxurious are go-to adjectives

    Social status and appearances are greatly valued in China. Thus, experiences that are proof of a high disposable income or social status will surely arouse Chinese customers’ interest.

  3. Reviews are your communication strategy

    Whether in one side of the planet or the other, reviews make the difference. However, reviews in China seem to rule even more. Negative reviews will put your brand at the end of the list.

  4. An entertaining buying process

    In a lot of countries, the buying part of an experience is usually the least appreciated. On the contrary, Chinese customers usually prefer this stage of the whole experience. Buying is considered as an activity. So focus the development of the experience around this step of the journey.

  5. A reference to the Chinese culture is a great plus, when well done!

    Chinese play on words, references to ongoing news or viral content, mentions of past history are valued. Introducing one of those element in your story-telling, packaging or communication strategy will certainly seduce Chinese citizens. However the manipulation of culture elements is delicate and hazardous. Numerous are the brands who misused Chinese cultural references and payed the price of their faux-pas.

a woman is standing in front of a transparent screen with Chinese bleue characters in a dark room

Disclaimer: This article is a discussion on current marketing trends. The mentioned elements are not facts but interpretations based on brands practices.


Steffi Noel, How the Chinese customer experience differs from the US, July, 2019

Kirsten Burkard, The Top 10 Best Customer Experiences (and What You Can Learn From Them), 2018

Applications Culture Events Lifestyle Outils 2.0 platforms

Samuel Étienne, connecting Twitch with Television


Samuel Étienne: from TV presenter to Twitch streamer


Who is Samuel Étienne ?

Samuel Étienne was far from being a Twitch streamer at first. He gained fame since he was chosen to host the most famous cultural French TV show named “Questions pour un Champion“. With his joyful behavior, he created an attraction among the youngest, and succeeded to increase the number of viewers in a show with decreasing audience when its former presenter, Julien Lepers, retired. As a journalist, Samuel is quite active in many domains. He is the presenter of “Questions pour un Champion” but also of “La Matinale” show, from the France Info channel.
He really is considered by his audience has someone very dynamic, playful, and most of all very humorous. His interactions with others through the Twitch platform has valued him to be loved by the public, especially the 15-34 age group.


The arrival on Twitch

An opening on the streaming world

With such an aura Samuel was bound to be brought to a wider, different audience. His show “Questions pour un Champion” fed the interest of someone that would later change his life. His pseudo is Étoiles. He is a young Twitch streamer who grew found of general culture. Since the moto of Twitch is to share content with an audience, Étoiles created a format where he could review the different episodes of “Questions pour un Champion” with his viewers and a guest, interacting while the broadcast, whether to guess the answers or to analyse them. The name of this format is “La Nuit de la Culture” and it began to get bigger as time passes, particularly during the French lockdown in March 2020 due to Covid-19.

As more and more viewers came, “La Nuit de la Culture” came to be mentioned in the news and on TV, right into the ears of Samuel Étienne. The latter then contacted Étoiles, intrigued by the show purely focused on culture he was hosting. Then, after some texts exchanges, Samuel got its first hosting of “La Nuit de la Culture” on Twitch with Étoiles on April 10th 2020. A new chapter in the life of Samuel Étienne just opened.


La Nuit de la Culture x Samuel Étienne

The results were beyond the expectations. The whole French Twitch community knew about this incredible achievement, and the program eventually gained awareness. Étoiles’ channel was growing at high speed, and Samuel Étienne grabbed the attention and the liking of a whole new audience, Twitch audience. A public that wanted to see more of Samuel’s personality, his passions and activities, in order to be inspired or just because he was quite friendly and attaching. The media then declared him “the ambassador of TV on Twitch”, though he only cared about meeting and exchanging with this new world, these new faces.

La Nuit de la Culture Program


Hosting Twitch events

Rapidly, he was invited by another famous streamer called Ponce, who is used to hosting a program with different guests about their passions and hobbies, like music. Participating to this program, “Ponce la Nuit” was also a success. People discovered a Samuel Étienne with multiple interests, a whole new face that he used to show on stage. He truly became the most loved TV personality on Twitch France.
His fame grew up even more when he hosted a special show “Questions pour un Streamer” with Étoiles during the Z Event, a streaming event supporting the Amnesty International association that gathered €5.7M. This precise show got the highest count of viewers of the event, with more than 200,000 viewers total, contributing to the expansion of Samuel’s story on Twitch.

Ponce la Nuit program      Questions pour un Streamer program


A new Twitch channel

While watching Étoiles streams, Samuel actually created a Twitch account on his own. Boosted by the success of “La Nuit de la Culture” and willing to know more about the Twitch platform, he made official his Twitch channel with a stream of “La Nuit de la Culture” with Étoiles. The official arrival of a someone from the world of Television made quite some noise and everyone on Twitch France enjoyed to see the confidence he obtained following his first apparition. The viewers saw his as a sympathetic, understanding and open individual from a sector that had hardships to understand the streaming sphere, yet who gained the heart of thousands.

First stream of Samuel Étienne      La Matinée Est Tienne program

With time, Samuel Étienne came to bring new content and programs on his channel, now streaming several times a week. His main program, “La Matinée Est Tienne”, with a 12,000 viewers average on its first edition, consists in reviewing daily newspapers and basically exchanging about them, taking position and debating with the viewers through the chat. This program, based around culture and information, helped Samuel to familiarize with the different tools of the platform and gave him even more confidence than before. While still pursuing his job in “La Matinale” and “Questions pour un Champion”, he is now a fully active streamer in the top 10 France, and gathers every week people interested in culture.


The alliance of Twitch and TV

With the creation of his Twitch channel, Samuel opened a bridge between the platform and the world of Television. In that regard, France Television launched a show on its own Twitch channel on January 22nd 2021, co-hosted with Samuel Étienne. The doctor Damien Mascret represented France Television. The goal of this show was to answer the viewers’ questions about the Covid crisis with a focus on the vaccine. The results: a 16,000 viewers average, ranking top 8 stream in the morning. The experience turned out to be a triumph for France Television, which will reiterate as soon as possible.

Samuel Étienne x France Télévision


What about the future of Samuel Étienne on Twitch?

Samuel Étienne showed in 2020 a courage and an attitude that deserve a praise. He entered in contact with a world he didn’t know a thing about, with an audience quite different that he used too see. His personality, full of surprises and ambition, took the heart of the Twitch viewers in an instant. He really is the exemple of a good transition between Television and Twitch. We shall see in the future more collaborations with television channels, as Samuel defined the termes of a perfect agreement between the two worlds. Hopefully they will get along following that way of thinking.

As a Twitch viewer, I personally followed his path along the platform and I was quite surprised when I discovered how interesting his tastes and stories are, how captivating he is, gaining the approval of everyone on Twitch. I really hope that his channel will continue to grow and that it will share the raw aspect of culture to everyone. Thanks to him, new generations get a taste of what culture and knowledge is.
I wish all the best to Samuel, may he be continuing to cary the flag of culture on Twitch as long as he can.




Arthur V, Jan 20th 2021, “Propulsée par Samuel Étienne, France Télévision débarque sur Twitch

CharlanMhg, Jan 22nd 2021, “Twitch : Samuel Étienne et France Television, une réussite !

Claire P, Jan 22nd 2021, “Sur Twitch, Samuel Étienne amène la télévision vers la nouvelle génération

Cyril P, Jan 20th 2021, “France TV se lance sur Twitch avec une émission de Samuel Étienne

Isabelle T, Dec 18th 2020, “Samuel Etienne fait ses débuts sur Twitch en compagnie d’Etoiles