[Photo provided by Lotte Duty Free]

South Korea’s leading travel retailer Lotte Duty Free has invited more than 500 internet celebrities in China known as Wanghong to host a live show to promote Korean beauty brands.

Lotte Duty Free announced Sunday that it will launch a live broadcast from 8 p.m. on Monday to 1 a.m. on Tuesday (local time) in partnership with Taobao Global, China’s online shopping platform under e-commerce giant Alibaba Group, with 500 or more Chinese social media influencers who have a combined number of followers of almost 50 million. Total 23 Korean cosmetics labels including IOPE, Sulwhasu and Primera will join the show to promote their products.

Sulwhasoo Yunjo Essence, IOPE`s essence and air cushion. [Photo provided by each company]

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The travel retail giant and Korean cosmetics companies pin high hope on the latest live show with Chinese Wanghong who have been rapidly transforming the retail market in China. Chinese influencers host their own live streaming shows and leverage their popularity to sell products or services they have endorsed to their loyal fans. They have a growing influence in Korea’s fashion and beauty industries that target young Chinese consumers.

It has become common that Korean cosmetics firms, department stores, hotels and duty-free stores invite the Chinese social media personalities for their sales pitch. Cities in suburb areas have also been conducting Wanghong marketing to attract Chinese tourists, as the web celebrities are having ever greater influence on Chinese travel behavior gradually preferring individual trips over once-popular group tours to private free tours.

[ⓒ Maeil Business Newspaper & mk.co.kr, All rights reserved]