KOLs, an abbreviation for "Key Opinion Leaders," are a growing presence in Chinese advertising, video bloggers, and promoters who connect new consumers with products by using the strength of their personal recommendations. Their influence has been so great that the Chinese government built an entire industrial village for bloggers on the outskirts of Wuhan City. In this episode we meet the men and women who generate hundreds of millions of dollars and immeasurable support with the strength of their opinions.
