Business Insider Heads to Taiwan: TNL Mediagene Doubles Down on Mandarin Market with New Editorial Launch
TNL Mediagene, the Tokyo-based digital media powerhouse, has officially unveiled its latest expansion: Business Insider Taiwan. The new media outlet, led by seasoned journalist April Lin, will deliver in-depth original content for Mandarin-speaking audiences—covering global tech, finance, lifestyle, AI, and innovation through multimedia storytelling.
The launch, announced during a broader push by TNL Mediagene to localize its flagship content across Asia, represents a strategic move to capture the attention—and wallets—of Asian Millennial and Gen Z consumers, a demographic that is increasingly driving digital engagement and purchasing decisions.
Rethinking Mandarin-Language Business Media
Unlike traditional regional news outlets, Business Insider Taiwan isn’t just translating existing content—it’s building a local editorial engine rooted in native insight. The platform will produce:
- Video documentaries
- Podcast interviews
- Interactive feature stories
This triple-threat approach reflects changing media consumption habits in Taiwan and beyond. “We aim to build an accessible knowledge platform grounded in substance,” said April Lin, the publication’s new Editor-in-Chief, whose two-decade media resume includes Money Weekly and FTV’s Financial Frontline Forum.
Why Taiwan, Why Now?
TNL Mediagene has had success with its Business Insider Japan properties, including verticals like Money Insider and Tech Insider. These media arms generate 6.7 million monthly users and over 23 million views, accounting for nearly 28% of the company’s FY2024 revenue.
With Taiwan as a strategic editorial hub, Business Insider Taiwan is positioned as a launchpad into the broader global Mandarin-speaking market—a region with overlapping media tastes and consumer behavior patterns with Japan. It’s also a high-growth area for advertising, as brands double down on digital-first marketing strategies.
Strategic Content, Scalable Reach
The new launch fits neatly within TNL Mediagene’s multilingualization strategy, which focuses on adapting high-performing content into culturally aligned formats for new markets. It’s a model that leverages core content IP while empowering local teams to iterate based on real-time reader engagement.
“The Business Insider properties have always been a special part of our portfolio,” said Motoko Imada, Co-Founder and President of TNL Mediagene. “We’re thrilled to expand into Mandarin with someone of April’s caliber leading the editorial vision.”
And it’s not just about eyeballs—it’s about conversion. TNL Mediagene’s platforms reach over 45 million monthly unique users and 189 million monthly digital touchpoints, backed by a robust monetization model that includes sponsored content, affiliate marketing, and advertising for 850+ multinational clients.
Competitive Edge: Data-Driven, Youth-Focused, Politically Neutral
In a crowded digital media landscape, TNL Mediagene differentiates itself with data analytics, AI-driven advertising tech, and a neutral editorial stance that appeals to younger, highly mobile audiences. The company’s roots in the 2023 merger between Taiwan’s The News Lens and Japan’s Mediagene created a cross-border digital content engine now extending its influence deeper into Asia.
According to Co-Founder and CEO Joey Chung, the Business Insider Taiwan launch addresses a specific pain point for advertisers: “Marketers now realize just how much purchasing power Millennial and Gen Z audiences across Asia command. We’ve worked hard to not only reach them, but to engage them with precision.”
What’s Next?
The platform is expected to go live in September, with additional content formats and service expansions planned. By integrating into Business Insider’s global content and distribution network, Business Insider Taiwan isn’t just a new site—it’s a regional content gateway with global ambitions.
