Case Study: Berjaya Hospitality Group

CONVERGENT helped Berjaya Hospitality Group build a stronger digital growth foundation in China through a Weixin-centric ecosystem, supported by Xiaohongshu content seeding, KOL/KOC authentic experience sharing, and targeted advertising. In this project, Weixin served as the brand’s official digital hub, playing a central role in brand information consolidation, continuous user engagement, trust building, and future transaction conversion. Meanwhile, Xiaohongshu content, authentic user-generated experiences, and targeted advertising helped increase front-end exposure, stimulate interest, and drive high-intent users into the Weixin ecosystem. With the further rollout of Weixin Mini Program capabilities, Berjaya Hospitality Group will be able to gradually build a complete closed-loop journey within the Weixin ecosystem — from brand awareness and user engagement to product showcase, booking payment, and member operations — providing a more sustainable digital foundation for long-term growth in the China market.