Power Bloggers Are Powerful Influencers in Asia

Throughout this past crop year, the Almond Board has continued to strengthen its relations with key influencers, including the popular Internet bloggers in Asian markets like China and Korea.

The relationships the Almond Board has formed with key power bloggers in China and Korea have provided many opportunities for California Almond visibility. This year, the two blogger influencers in China not only contributed positive blog postings about almonds, but also became California Almond ambassadors in their TV appearances and their own published cookbooks. These bloggers posted ten almond-specific articles on their blogs throughout the year and garnered around 284,000 unique visitors to these almond postings alone. They have also helped support other online and offline consumer activities the Almond Board conducted, such as encouraging people to participate in an online photo contest and participating in a California Almond recipe contest for bloggers and general readers, where the winning recipes were published in three issues of the popular women's magazine Good.

In Korea, relationships with eight influential "wifeloggers" (women bloggers) yielded 36 blog postings about almonds throughout the year. Also, the more traditional print media outlets are increasingly finding these blogs to be great sources of information. In fact, several California Almond postings online were turned into print articles in major newspapers.