AMOMODA Launches in China: A New Chapter for Australian Fashion

After years of planning, research, and passion-fuelled work, we’re beyond excited to announce that AMOMODA has officially launched in China — starting with our very first Australian brand onboard: Islandbound!

This moment is more than just a platform going live — it marks the beginning of a long-held vision, shaped by my cross-border journey between Australia and China, and grounded in one clear belief:

👉 Australian fashion deserves a place in the hearts — and wardrobes — of Chinese consumers.

Why We Launched AMOMODA

Back when I worked in business development at an IT company helping Australian businesses enter the Chinese market, I witnessed many success stories — especially in health, wellness, and skincare. But when it came to fashion, the space felt surprisingly overlooked.

At the same time, I was falling in love with Australian labels — the effortless cuts, premium fabrics, and that relaxed-yet-refined energy. I kept wondering:
Why hasn’t this reached China yet?

Eventually, I stopped asking — and started building.

AMOMODA was created as a bridge: connecting high-quality, authentic Australian fashion brands with modern, curious Chinese consumers ready to explore something new.

What Makes AMOMODA Different?

🖤 Australian Style, Curated for China
We handpick pieces that capture the essence of Australian fashion — laid-back elegance, natural fabrics, and true versatility. Whether you’re heading to the office, catching up at a café, or off on a weekend escape, AMOMODA delivers style that moves with you.

🌐 Launched Where It Matters — on WeChat
In China, launching a platform isn’t just about translation — it’s about true localisation.

That’s why AMOMODA made its debut as a WeChat Mini Program. Today, no one types in URLs or downloads new shopping apps — they shop within the platforms they already live in. The numbers say it all:

• 945 million monthly users on WeChat Mini Programs (Q1 2024)

• Over 90% of WeChat users actively use Mini Programs

• Users spend an average of 68.1 minutes daily on Mini Programs

• Since their launch, Mini Program cross-border transactions have grown 600%

  Here is a table displaying the number of monthly active users recorded for WeChat Mini Programs over the years:

(Source: Statista)

By embedding AMOMODA into China’s most-used app, we’ve made the shopping experience intuitive, familiar, and seamlessly integrated into everyday digital life.

📦 Quality-First, Seamless Experience
Chinese consumers are more selective than ever — especially post-pandemic — and their expectations for speed and quality are non-negotiable.

That’s why we’ve built a fully integrated supply chain: from sourcing directly from Australian brands to bonded warehouse storage in China, and delivery that rivals local e-commerce giants — arriving in just a few days.

(And yes — we learned the hard way. Our first test shipment from Australia took 45 days… which, in China, is basically a fashion eternity. Even one week feels too long! 😂)

Who We're Here For

• Chinese consumers seeking authentic, wearable fashion with a global edge

• Australian brands ready to grow in China without compromising their identity

• A new generation embracing cross-border style and cultural connection

What’s Next for AMOMODA?

This is just the beginning. In the months ahead, we’ll be launching exclusive brand partnerships, designer collaborations, and expanding our digital and offline presence across China.

We’ll also be sharing stories from our vibrant community — from the brands we love to the customers who inspire us — through our social platforms and the AMOMODA bilingual fashion magazine.

So whether you’re a fashion brand, a style enthusiast, a curious explorer, or a global entrepreneur, I invite you to follow our journey.

Let’s bring a touch of Australian sunshine into everyday Chinese fashion. ☀️