51According to research data,the global kitchen appliance market reached $269.27 billion in 2024, and will continue to expand at a compound annual growth rate of 4.2%, expected to surpass $388.58 billion by 2033. Behind this growth is the dual demand from consumers for “convenient cooking” and “healthy eating”—especially in the European and American markets, where the conflict between the high calories of traditional fried foods and emerging health concepts has led to the explosion of products like air fryers.
Image source:grand view research
In this transformation, the Chinese brandCosori stands out. Its air fryer has long ranked among the top three in sales on Amazon US, and has topped market share in European countries such as Spain and Norway. Vesync’s 2024 annual report shows Cosori’s annual revenue reached $165 million, contributing 25.3% of the group’s total revenue.
How did a brand established only8 years ago become the “hidden champion” of global small kitchen appliances?
Image source:Cosori
Seizing the health anxiety of “fried food lovers”
According to information,the story of the Cosori brand began in 2016.
Its parent companyVesync started out relying on Amazon. In the Shenzhen cross-border circle accustomed to OEM and distribution, Vesync showed a different ambition early on—to build a brand.
Cosori’s entrepreneurial entry point was very precise and simple: Europeans and Americans are famous “fried food lovers,” but the trend of healthy eating makes them repeatedly jump between happiness and guilt.
Based on this pain point, the brand team decisively focused onthe “oil-free air fryer” segment. They were not just selling hardware, but launched the slogan “EASY COOKING, EASIER CLEANUP,” precisely targeting the psychology of young European and American consumers who want to be lazy but eat well.
Image source:Vesync
In product design,Cosori did not simply do OEM labeling, but deeply understood local habits. For the preference of large meat cooking in European and American households, they developed precise temperature control technology, allowing food to maintain a “deep-fried” crispy texture with less oil. This localized micro-innovation based on user needs quickly opened up the market for the brand.
By2018, Cosori air fryers began to occupy the top of Amazon Best Sellers lists, officially launching their landing campaign.
According to the parent companyVesync’s 2024 annual report, Cosori’s annual revenue reached $165 million, accounting for 25.3% of the group’s total revenue. It not only holds the top spot in North America, but also ranks first in the market in Spain, Norway, and other European countries.
Image source:Cosori
Multi-channel hunting: not just selling, but also “planting grass”
If the brand’s popularity is only attributed to product strength,it is definitelynot enough. In today’s fragmented overseas traffic,Cosori demonstrates extremely mature multi-platform layout capabilities.
On one hand, they deeply cultivate third-partysocial mediaplatforms, and on the other hand, simultaneously build their own independent site, gradually turning“traffic” into “assets.”
1.TikTok
OnTikTok, the #Cosori topic has reached 220 million views.
Facing such a huge traffic pool,theydid not blindly chase hot topics, but used a very clear strategy to turn traffic into real brand awareness.
Image source:TikTok
The brandknows very well thatTikTok’s gameplay is “entertainment” and “short and fast,” so its influencer cooperation strategy is highly targeted.
According to public cases,Cosori’s TikTok influencersare roughly divided into two categories:
One type is food niche influencers who purely showcase, with no complicated plots or lengthy explanations, making product effects the only protagonist.
Image source:TikTok
TakeTikTok influencer@thesaporas an example,in the brand cooperationvideo,there is no lengthy narration, the focus is entirely on the food itself, using close-ups to capture the audiovisual effects during the air fryer cooking process, and only marking “6.0 quart large capacity” and “smart temperature control” at key moments.
This way of letting the food speak for itself gained1.2million views and79,000likes, with the comment section becoming a large-scale link request scene.
Image source:TikTok
The other type is real experience and channel endorsement, where influencers share real usage experiences, dispelling doubts with actual tests and building trust through channels.
TikTok influencer @pergolascoronado is a good example. In his video for Cosori’s pressure cooker, he pretends to announce “bad news,” but actually strongly recommends it.
He not only shared his5-day test experience, but also emphasized “I’ve seen this brand at Costco and Walmart, it’s not an unknown brand.” This method of using offline retail channels to endorse online trust cleverly dispels users’ quality concerns about emerging online brands.
Image source:TikTok
According to third-party platform data, in the past30 days, CosoribrandUS TikTokstore sales reached $426,400, with influencers contributing $407,000, accounting for over 95%.
This data is enough to show that for kitchen appliances that require visual persuasion and trust endorsement, influencer content is becoming the core lever for conversion.
Image source:kalodata
At the same time, the brand’s official account continues to publish recipe tutorial content, breaking down product usage scenarios into“one meal, one dish,” providing long-term inspiration and extending one-time purchase relationships into long-term content companionship.
Currently,Cosori’s official account @cosori_official has gained 192,500 followers, with very good overall results.
Image source:TikTok
2.YouTube
UnlikeTikTok’s focus on “quick planting,” YouTube is more suitable for long videos, in-depth reviews, and comparison content. Cosoribrandmainly cooperates with home appliance reviewers and small kitchen appliance enthusiasts, who will dissect the product from multiple dimensions such as structure, function, energy consumption, material, and actual cooking effect.
For example, some review videos will explain a dual-drawer air fryer item by item, from heating element layout, capacity configuration, coating safety, to smart linkage and version differences, even conducting energy consumption tests and horizontal comparisons with competitors, while honestly pointing out functional shortcomings (such as lack of certain reminders or preheating functions).
This kind of“objective review with pros and cons” often moves “rational decision-making” users more than pure advertising, helping the brand accumulate trust in high-ticket categories.
Image source:YouTube
3.Independent site
When traffic flows in from social media,Cosoribranddid not let it stay only on third-party platforms. Through its independent site,Cosori achieved unified brand image display and user data accumulation.Amen
Similarweb data shows Cosoribrand independent siteinJanuary 2026had about520,000visits, of whichorganic traffic accounted forover 80%, meaning a large number of users are entering by “directly entering the URL or searching the brand name,” and brand awareness is gradually being established.
Image source:Similarweb
In addition,Cosori has also built regional sites such as cosori.site for the European market. For example, in January 2026the site had about164,800visits, with Spainand Franceaccounting for over75% of the traffic, naturally serving local languages and retail channel linkage.
These regional sites not only serve as product introduction and after-sales service, but also as the “brand facade” for cooperation with local retailers, enhancing the brand’s professional image locally.
Image source:Similarweb
Conclusion
FromCosori’s brand path, we can see a clear signal: as the global kitchen appliance market continues to expand and consumer demand becomes increasingly segmented, Chinese brands are no longer just “OEM factories” or “behind-the-scenes suppliers,” but have the opportunity to directly face global end users with their own brand image.
It is foreseeable that competition in overseas markets will only become more intense in the coming years, but opportunities will also be more segmented and abundant: from dietary habits in different countries, to kitchen concepts of different generations, to content forms on various emerging platforms, the space for Chinese enterprises is far from being filled.
Against this backdrop, companies willing to patiently refine products, respect local user needs, and invest in multi-platform layout and long-term brand asset management are more likely to find their place in overseas markets.
For domestic manufacturers who already have supply chain and R&D advantages, now is indeed a window period for going Tuke that is worth seizing.
