Korean duty free shops rely on online Chinese celebs
Chinese internet celebrities stream their shopping experiences and is predicted to garner more than 5 million views in a week
By Park Jae-hyuk
Duty free shops in Korea have begun to invite internet celebrities from China, better known as “Wang Hong” there, to attract Chinese tourists during the upcoming holiday season.
The shops are seeking to break through Beijing’s economic retaliation against Seoul’s decision to deploy a U.S. Terminal High Altitude Area Defense (THAAD) battery here.
Last Wednesday, HDC Shilla invited four Chinese internet celebrities to HDC I’Park Mall and Shilla I’PARK Duty Free in Yongsan, central Seoul.
The online stars, who have millions of followers on social media such as Weibo, broadcast their shopping for two hours to China through their smartphones.
At toy store Toys & Hobby in I’Park Mall, the four introduced “kidult culture” in Korea, which has yet to be seen in China. They introduced Korea’s fashion and beauty brands as well at The Handsome and 3 Concept Eyes outlets in Shilla I’PARK Duty Free.
“The promotional video broadcast by the four celebrities will likely get more than 5 million views within a week,” an HDC Shilla official said.
