But it was only two years ago that anyone outside Kinmen had heard about it (through some well-placed advertorials no less).

BBC: Overcoming 40 years of solitude on Kinmen Island

Others have weighed in with their interpretation, calling native advertising a refresh of advertorials, a format created back in the mid-1940s.

FORBES: Advertising Week 2012: Get Ready For The Native Ad Wave

Now in their third year, with 150, 000 unique visitors per month and a coffee-table book to their credit, the pair make money through producing advertorials, campaigns, sponsorships and casts from their band of 5, 000 tastemakers.

FORBES: Stylelikeu Is Turning A Website Into An Agency