MDS Collective helps airlines reach Chinese, Japanese and Korean travelers where they plan their trips. We build social strategies for RedNote, WeChat, Douyin and AI search that turn route launches and cabin stories into bookings.
Chinese and Japanese travelers ask AI assistants which airline to fly, compare cabins and lounges through real traveler posts, and follow airlines that inspire the trip itself. Airlines that show up in those moments win the booking before the fare comparison starts.
Channel and content strategy for China and Japan, built for how travelers in each market research flights.
Always-on content, community management and campaigns in native language, reported in English.
We make sure AI assistants recommend your routes, cabins and loyalty program when travelers ask.
Awareness campaigns for new routes, seasonal pushes and partnerships with destinations and hotels.
Travel creators who show your cabins, lounges and destinations to the audiences you want to fly.
Chinese, Japanese and Korean copy for campaigns, websites and collateral, written for each market.
All-time hospitality client retention rate
Hospitality partners
Total client Michelin Keys
DMs answered in 2025
Award-winning, and focused on travel since 2013.
MDS Collective (formerly Metric Design Studio) was founded in Shanghai in 2013 and now works from Shanghai and Singapore, with associates in Bangkok and Kuala Lumpur. We focus entirely on hospitality, travel and tourism brands reaching Chinese, Japanese and Korean travelers.
Campaign Asia-Pacific named us Greater China Boutique Agency of the Year, Gold, and Entrepreneur named us Disruptor of the Year 2026. Our clients include properties on The World's 50 Best Hotels list, 3-Michelin Key hotels, national tourism boards and global airlines.
Human-led, AI-enabled. Our clients own all of the IP we create for them.
We help airlines win travelers in China and wider Asia through social media strategy, content and community management on RedNote, WeChat and Douyin, creator partnerships, route launch campaigns and AI search visibility.
RedNote is where travelers research cabins, lounges and routes through real posts. WeChat supports loyalty and service, and Douyin drives short video inspiration. AI assistants such as DeepSeek and Doubao increasingly answer which airline to fly.
Yes. We build strategies for China, Japan and South Korea, and for Etihad Airways we overhauled social strategy for both the China and Japan markets.
Yes. As Stagwell's first global affiliate in China, we are used to working inside global agency networks and with in-house brand teams.
We have specialized in marketing to Chinese and Asian travelers since 2013, first as Metric Design Studio. We work with 40+ travel and hospitality partners at a 93% all-time retention rate, and were named Campaign Asia-Pacific's Greater China Boutique Agency of the Year, Gold.
Also see: Hotel & Hospitality Marketing in China · Tourism & Destination Marketing in China · Theme Park & Entertainment Marketing in China · Education Marketing in China
Not sure where to start? We're here to help. Every brand challenge is unique, and our role is to help you find the right direction. Reach out with any questions, or if you're ready to get started, book a free consultation with MDS today.
Still deciding? Play a game while you think about it
Still deciding? Play a game while you think about it