Poland Targets Piano-Loving Travelers with Niche KOL Campaign

The Polish Tourism Organization’s autumn 2025 influencer campaign for China focused on classical piano, with both KOLs frequently taking time to play the piano during their travels around Poland 

Poland hosted the 19th International Chopin Piano Competition in October 2025, an event that showcases Warsaw as “the piano capital of the world.” The Polish Tourism Organization saw this as an opportunity to launch a unique influencer marketing campaign for China, targeting Chinese travelers with a particular interest in music, culture, and in-depth tourism. The challenge? Finding exactly the right influencers.

The brief

The Polish Tourism Organization had very specific requirements for who they wanted to work with on the campaign, seeking out two influencers specialized in classical music, with follower numbers between 10,000-100,000, and active on RedNote and/or Douyin.

Drawing on our extensive database of Chinese influencers, Dragon Trail first provided a short-list of five potential KOLs who all fit the Polish tourism board’s brief, and then they picked two to work with – Liz (@厉子栗), a music and fashion KOL who recently graduated from the Zhejiang Conservatory of Music; and Lumos (@Lumos大力), a lifestyle and travel KOL who is also an amateur pianist and often shares content of his piano playing.

The KOL trip

The KOLs traveled to Poland in October 2025, attending the International Chopin Piano Competition and related activities in Warsaw, and visiting other destinations around the country as well.

KOL Liz released long-form, detailed vlogs of her trip through northern Poland

Liz traveled in Poland between 7-17 October, with an itinerary focusing on the north part of the country. Meanwhile, from 1-10 October, Lumos traveled around southern Poland. Both of the influencers visited Krakow and Warsaw, with additional destinations including the Tatra Mountains, Poznań, and small towns and villages including Ryn and Kadzidłowo.

The results

From 4 October-11 November, the influencers released 15 photo and video posts across RedNote, Douyin, and Bilibili. These social media posts connected to piano playing and Chopin, and also included hotels, hiking, citywalks, and other unforgettable moments in Poland.

Liz’s in-depth vlogs are around 25 minutes each, featuring city tours, hotels, food and beer-tasting, museums, historical attractions, parks, and more. Piano playing is a central theme, as Liz had the opportunity to play pianos and other instruments at destinations she visited throughout the country.

KOL Lumos in the Tatra Mountains, Poland

Lumos’ videos are shorter but no less rich in content and activities, from playing piano to hiking in the snowy Tatra Mountrains, to visiting a dog show. Both influencers also featured many positive interactions with locals in their vlogs, including encounters with Mandarin-speaking Polish people, and shared passions for classical music. Liz’s visit to the Fryderyk Chopin Museum in Warsaw highlighted the Chinese-language resources available at the exhibitions.

The two KOLs’ posts gained an exposure of more than 1 million, with nearly 30,000 interactions. In the comments section of the influencer vlogs, followers shared their own positive experiences and photos from traveling in Poland, questions about the destination, and positive feedback. “Poland is really a hidden gem travel destination,” commented one RedNote user on Lumos’ vlog. “I’ve been inspired to visit Poland now – it’s going on my list,” wrote another. Thousands of users also saved the influencers’ posts for future reference, potentially as a guide for their own trips to Poland.

Reaching Chinese travelers in 2025: lessons from the campaign

Using the International Chopin Piano Competition to promote travel to and beyond the capital city, the Polish Tourism Organization was able to effectively target and reach thousands of Chinese travelers with a particular interest in music, culture, and in-depth tourism.

The exploration of niche interests through travel is a major trend in Chinese outbound tourism, with a move away from generic group tours and towards personalized, customized itineraries. By working with niche influencers who focus on very specific topics, travel brands can tap into this trend and also access followers who are more engaged and stickier. Dragon Trail has the experience and networks to be able to support this style of marketing, matching clients with exactly the type of influencer they are looking for in terms of topics, style, social media platform, and content medium.

Dragon Trail has extensive resources and experience when it comes to influencer marketing, and our services range from organizing every detail of a FAM trip and accompanying the KOLs on it, to just providing you with a shortlist and contacts for the kind of KOLs you’re looking for. Our database of more than 400 KOLs includes everyone from award-winning, famous travel photographers, to micro-influencers focused on piano music. Please contact us to learn more and discuss how we can help you achieve your objectives for Chinese influencer marketing.