“Immigration KOLs” sprung up amid rising emigration numbers in Hong Kong

Story by Angel Hui, Sammy Heung and Harvey Kong

After the anti-government protests in 2019 and the implementation of the National Security Law, Hong Kong has gone through drastic changes. Fears for the city’s safety and future sparked some decisions or thoughts of departing Hong Kong among Hongkongers. Myriads of emigration-related online groups and social media pages are springing up all over the Internet. It gathered like-minded Hongkongers who shared their journeys of emigration or sought advice from their group members. At the same time, many seized the opportunities to make a name for themselves on the Internet by creating their own Facebook pages or Youtube channels.

Sue Chan, who lives in London, takes care of her two children while managing her Youtube channel and social media pages.

Sue Chan is among those who jumped on the bandwagon. Immigrated to London six years ago, she now own her Youtube channel, “Sue Mama Channel“, Facebook and Instagram pages. From brainstorming to shooting and editing videos, Chan operates the accounts all by her own. 

Chan said after working in Hong Kong for four years, she and her husband felt a bit bored and wanted some new changes. As they saw that the United Kingdom was offering the Working Holiday Visa on the newspaper, they came here right after getting married in 2014.

“I love travelling so most of my videos used to be related to travelling. But because there are more immigrants from Hong Kong so my videos have become more lifestyle-related. For example, my experience of giving birth to my children, opening a bank account, what to buy in supermarkets, etc.” Chan shared.

Sue Chan's Youtube Channel has more than 10.000 followers.
To be honest, my comments towards the UK is 50-50. So from the first interview I did on Youtube, I tried my best to illustrate my genuine experience. I won't simply talk about the bright side in order to get more views.
Sue Chan

Chan admitted that she did not expect that she would become a Key Opinion Leader (KOL) or an online influencer. 

“I’ve never thought that my six years of living in London can help Hong Kong people in such a way. I’ve never expect such a great response from my audience.” Chan smiled. “Even my former manager in Hong Kong told me to keep it up. He said I’m still helping people like a social worker because I provided a lot of useful information related to emigration. It gave me motivation to continue my channel.”

As a full-time mum, Chan said being a Youtuber prevents her from being out of touch from the outside world. “It is easy lose yourself after being a stay-at-home mum for three years. Managing a Youtube channel allows me to have goals and motivation in my life. I will also feel happy and satisfied after seeing comments that support me.”

Chan noted that even though she is glad about her audience growth, she does not want her audience to look at London through a rose-tinted glasses. “To be honest, my comments towards the UK is 50-50. So from the first interview I did on Youtube, I tried my best to illustrate my genuine experience. I won’t simply talk about the bright side in order to get more views.”

She said her experience in London did not went well as she expected. As a social worker in Hong Kong, Chan would also like to do the same in London. “In the UK, people need to take a certification exam and get at least Band 7 in IELTS in order to be a social worker. But my English was poor so I did not have the confidence to do so.” She recalled.

“Even Hong Kong is in dire situation, emigration may not be the best choice for everyone.” Chan said. “That’s why I want to show the truth as much as possible. Other than vlogs, I also did an interview series with different people in the UK. For example, I interviewed a lesbian who emigrated from Hong Kong.”

Despite her audience are growing, Chan said she will not treat her Youtube channel as a financial source. “There are not much income maybe I don’t have a lot of advertisements. It’s not enough to buy food.” She joked. “I don’t really care about income but I hope I can produce more videos for my audience.”

Jenkin, who lives in Toronto with his wife, operates his consultant firm at his home office.

But Jenkin, who runs his Youtube channel “The Maple Couple”, a Facebook page and a website in Toronto, does not identify himself as KOL or influencers.  

“The Maple Couple” mostly focuses on the financial aspect of emigration, such as investments, finance management, and housing. Jenkin’s website also provides comprehensive information for people who are considering emigration to Canada. 

“Actually, I have a company here.I would actually say we are a consulting firm focusing on lifestyle marketing. So we do a lot of things that are related to finance as well, and I personally have the investment and insurance licence.” He said.

Other than simply sharing information on their pages, his company also offers consulting service and college application service. “My company actually has contracts with various colleges in Canada, in Toronto, and we are building our network in Alberta and B.C. as well. So we have direct contracts with these colleges. So when people want to study in Canada, when they approach me, I can do the application for them for free. So I just get the income from the colleges.” He added. l

Jenkin provides free consulting service on his website.
We have strong quality control over time… You see what I'm doing is that I'm trying to put myself in a more professional setting. So we are providing real information, especially in more difficult topics that no one wants to tap into, like finance decisions.


With all of his services being free of charge, he said he would like to help people with limited budgets, “deep inside what I’m thinking is that I really want to do something to help Hong Kong people after I leave Hong Kong. It’s not just that I left and I live a good life and forget all the people from Hong Kong. So I believe that this will become a good platform to help people who want to come to Canada and have a good life, good second life.”

With more people becoming “immigration KOL”, Jenkin said he tried his best to provide quality content, especially more complicated topics.

“We have strong quality control over time… You see what I’m doing is that I’m trying to put myself in a more professional setting. So we are providing real information, especially in more difficult topics that no one wants to tap into, like finance decisions.” He noted.

“If there are too many people doing this, there’ll be too much information. And it would depend on the quality. I’m not saying to some of them, of course, you are not good. It’s just that people have to watch out on the quality when they create videos. But like everyone has their own objective.” He added. 

With the rising number of people who put their experience on the Internet, people may treat them as another source of advice when compared to professional immigration consultants. John Hu who runs John Hu Migration Consulting shared a similar view on these “immigration KOL”, which echoes with what Jenkin said.

“This is a free society, people can say what they want, but the problem is that social media is flooded. A very young person who says they are ‘emigration KOL’, how much experience do they have in this area?” Hu questioned, “I think the situation is that the market is really messy, there are a lot of immigration KOLs, they will say that they know something and magnify by 10 times, hoping to make some money out of it.”

“People now think it is easy to make money from immigration, so people should be careful.” He noted.

“You have to know that society has people from different social classes, whether or not a society is fair is another question. Living in Sham Shui Po or the Peak is a completely different thing in terms of living environment. You need to understand what social class they are coming from to talk about the living environment. They could be talking about life in their own regions, not a complete picture about life in that country.”

Hu encouraged people to think and understand more when they are receiving information from these influencers because what they are presenting may not show the whole picture. 

“I feel as an audience, you need to understand more, not just listen to one KOL and believe what they are saying.” He added. “So I think you can use them as a reference.”

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