Internet celebrities in China, known as “Wang Hong” there, have been in the limelight among Korea’s cosmetics and retail industry officials, amid a chilly relationship between the two countries. Bilateral relations have soured since Korea decided to deploy the Terminal High Altitude Area Defense (THAAD) missile system.
The online stars, who have millions of followers on the internet, exert a strong influence over young Chinese people. According to CBN Data, a commercial data company affiliated with Alibaba, the “Wang Hong economy” is set to be worth 58 billion yuan ($8.7 billion) in 2016, more than China’s box office in 2015.
Korea’s cosmetics industry officials have recently paid attention to them, as more have promoted K-beauty fever in China, evaluating or recommending Korean cosmetics online.
Some cosmetics companies have even invited them to Korea to promote their products.
AmorePacific invited some to Korea in March and September this year to promote its oriental herbal shampoo “Ryoe.” After the invitation, AmorePacific’s shampoo sales in China grew seven times year-on-year. LG Household and Health Care invited nine celebrities to Korea on Sept. 22 to promote its cosmetics brand SU:M37. The Face Shop invited five others and introduced their products to them earlier this year.
Retail industry officials are looking for opportunities from the celebrities as well.
Aekyung invited 10 in May to promote its cosmetics brand “Luna,” and HDC Shilla I’PARK Duty Free hosted an overnight trip for five to sightsee spots in Yongsan, central Seoul. Shinsegae broadcasted its “K-beauty fashion week” event to China through the channels of a few of the internet celebrities and Galleria Duty Free Shop employed two to promote the store in China through their social media.
On Oct. 3, Minister of Culture, Sports and Tourism, Cho Yoon-sun said, “We would like you Wang Hongs, who lead the trend in China, to be a bridge between Korea and China,” meeting six celebrities at Jongno Hanok Village in central Seoul.