Benzinga | Feb 4, 2021 06:21AM EST

LIZHI Collaborates With POP MART to Create the First Branded Podcast on LIZHI Podcast

LIZHI INC. ("LIZHI" or the "Company") (NASDAQ:LIZI), a leading online UGC audio community and interactive audio entertainment platform in China, today announced that it has entered into a cooperation agreement with Pop Mart, a leading pop culture and entertainment company in China, to collectively create the branded podcast channel for Pop Mart.

LIZHI Podcast (also named LIZHI BOKE in Chinese) is a vertical podcast platform that engages users with high-quality curated podcast content. Through the collaboration with Pop Mart, LIZHI aims to help the branded podcast of Pop Mart reach a broader users base and increase the brand awareness.

Mr. Jinnan (Marco) Lai, Founder and Chief Executive Officer of LIZHI, commented, "We are excited about this collaboration to develop the first branded podcast channel for Pop Mart on LIZHI Podcast. Branded podcast is a new way of branding and this collaboration is an attempt of Pop Mart to use a different medium to increase its brand awareness among its audience. LIZHI looks forward to collaborating with more enterprises and brands in the future to help them reach new audiences, increase brand awareness and engage their users with curated podcast content."

Marco also believes the future of the podcast industry is promising given the uniqueness of audio compared with other mediums. He said, "We believe that podcast has potential of robust growth in the future as digital media becomes more trending. It is a unique way of learning, sharing, and expressing. Compared with video and text, audio is applicable in more diverse use scenarios. In addition, audio can be integrated into different terminals, such as vehicles. LIZHI has collaborated with some of the leading automobile companies in China to integrate our in-car podcast product into various automobile systems so that users can listen to high-quality podcasts and have an immersive listening experience in their cars."