While brands are looking to diversify their endorsement mix in China due to crackdowns on the entertainment sector, an alliance with major traffic driving stars remains crucial.
But an alliance with major traffic driving stars remains crucial. For the men’s spring 2023 season,
’s runway show livestream received more than 40 million views on Weibo, thanks to the Italian luxury brand’s ambassador Xukun Cai. He has more than 36 million followers on the platform.Men’s worked with boy band TFBoys member Junkai Wang and rising stars Arthur Chen, Linghe Zhang and Yi Lin to promote the collection. The LVMH Moët Hennessy Louis Vuitton-owned luxury house’s spring 2023 collection received almost 40 million views on Weibo.
But Chinese stars are not the only ones who hold sway in the market. Despite not hosting a livestreaming session on Chinese social media, Celine managed to create buzz across borders as Blackpink’s Lisa, BTS’ Kim Taehyung, aka V, and actor Park Bo-gum stepped out in sharp ensembles in front of starstruck fansFans in China were just as enthusiastic. The hashtag “Park Bo-gum V Lisa at Paris Fashion Week” received more than 140 million clicks on Weibo.
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