Chinese Advertisers Spend Over $13 Million on VK in 2025

Investments in Leisure and Entertainment

In the first six months of 2025, Chinese advertisers ramped up spending on VK — Russia’s social platform for communication, business promotion, and everyday services via mini-apps. Their investment reached 1.2 billion rubles (about $13 million), up 22% compared to the same period in 2024.

Asian advertisers prioritize categories such as gaming, leisure and entertainment, and e-commerce. According to VK representatives, Turkey and Cyprus also ranked among the top foreign markets increasing ad spend on the platform.

Foreign Investors Boost Budgets

The surge in ad integrations reflects the platform’s versatility: users can chat with friends and colleagues; access news and educational content; shop with VK Pay; leverage services through VK Mini Apps; or even delegate routine tasks to Marusya, the platform’s voice assistant.

In 2025, Turkish businesses raised their VK ad spending by 60% year over year, with most funds directed toward travel and transportation (77%), followed by gaming (12%), and then e-commerce, leisure, entertainment, healthcare, and wellness. Cypriot advertisers also boosted spending by 43%, focusing on gaming, leisure, entertainment, and e-commerce.

In the first half of the year, we’ve seen rising interest in VK Ads tools among Chinese advertisers. Budgets continue to grow quarter by quarter — in Q2, spending rose 24% year over year and drove overall half-year growth. Asian advertisers favor categories like gaming, which accounted for 88% of all campaigns in the first half, followed by leisure and entertainment (9%) and e-commerce (2%)

Irina Sovik

COO of VK Ads

Expanding the User Experience Globally

The influx of foreign investment signals growing confidence in VK, while steady revenues fuel Russia’s advertising market, IT sector, and entertainment industry. VK’s active development, along with innovations from Russian IT companies, creates opportunities for startups, market players, and agencies seeking large-scale audience reach.

This growth strengthens VK’s position as a local advertising powerhouse. End users benefit too, seeing more varied ads, discovering products, and enjoying a richer experience.

Growth Drivers

VK reports that advertiser investment rose 31% year over year in H1 2025, exceeding 26 billion rubles (around $280 million). The strongest growth came from gaming (79%), leisure and entertainment (55%), and healthcare and wellness (51%).

The platform is enhancing its tools for online retailers and service providers. For example, dynamic retargeting — which shows users products they previously viewed or added to their cart — has been optimized by accelerating data transfers from advertisers to the system, boosting ad campaign performance.

Aligned with Global Trends

In total, VK Ads served more than 287 billion impressions in six months. Successful investments from Chinese, Turkish, and Cypriot advertisers highlight the profitability of investing in Russia’s digital ecosystem. VK’s continued expansion aligns with global trends: digital advertising remains dynamic, adaptable, and in high demand. Investments in VK showcase the potential of the Russian market.

VK is doubling down on innovation and technological development, reinforcing its market share and influence.