Digital lifestyle network ICON lands in Asia

Digital production and distribution studio Endemol Shine Beyond has launched ICON Asia, a global digital lifestyle network.

The network features original new series and content from some of the hottest up-and-coming digital influencers and lifestyle experts from across Asia including Singapore, Philippines, Malaysia, Thailand and Hong Kong. It will be launched out of Endemol Shine Beyond’s Asia hub in Singapore.

ICON Asia will premiere on YouTube, with support from various social outlets including Facebook, Instagram, and Snapchat. Initially produced in English, there are plans in the pipeline to diversify into the talents’ native languages to reach greater audiences.

Fashion, beauty and lifestyle talents featured in addition to world famed YouTube star Michelle Phan are Sichenmakeupholic, Michelle Dy, Ross Kwan, Girl Who Cried Wolf and DMT Stylist.

According to a statement to Marketing, brands on board are Zalora and NYX, with current discussion in campaign opportunities with other established beauty brands.

"We are also super excited about working with the smaller emerging brands that are looking to launch in the Asian market. With most new brands that typically launch in the USA first, Asia is an exciting place as a next step for customer acquisition and brand visibility.” Christopher Smith, head of Endemol Shine Beyond Asia, said.

“ICON Asia and the greater ICON Network speak to a millennial audience that is both digitally native and hungry for information. We’re excited to join Michelle Phan, our global network talent, and our outstanding local talent on this journey to expand the ICON Network in the Asia region,” Smith added.

Watch the trailer here:


The network leverages the reach and content of its global ICON Network counterparts in the USA, France, Germany and UK.