![]() ![]() Given that, brands should start casting their next new faces from there. Netizens are particularly intrigued to receive relationship updates from matched couples and even singles. Local dating TV shows like Heart Signal and Twinkle Love have been massively popular there, with the former releasing four seasons thus far.Īs seen with its predecessors, the show doesn’t end with the final episode but moves on through contestants’ social media. Therefore, this creates “a barrier for shoppers to see themselves in a certain product.” But this TV show’s rising popularity offers a gateway for brands to reach their end consumers through ordinary people, enabling the public to mirror themselves better with their fashion choices.Ĭhina’s addiction to dating shows is nothing new. “I have followed her on multiple social platforms.”Ĭhen Liang, the managing partner at éClair, explained to Jing Daily that not many normal people are as good-looking as celebrities. “Her personality, appearance, and fashion tastes are really attractive,” she said. ![]() Monica Chen, a 23-year-old from Wenzhou, China, who loves watching Korean TV shows in her spare time, told Jing Daily that her favorite contestant was Song Ji-a. Now, an “ordinary” person can become a mega-influencer, thanks to the success of a show. This new reality TV trend, where watchers observe “real” singles building romantic relationships, has ushered in an important shift of social influence in China. ![]() From her “cat” make-up to her glamourous outfits, diet spring roll recipes, and easy-to-do fitness tips, her style has become the object of imitation and is trending on Xiaohongshu. The Korean beauty and fashion influencer sported several luxury brands like Chanel, Van Cleef & Arpels, and Prada on screen, which attracted attention from local netizens. Meanwhile, the show’s most popular and fashionable character, Song Ji-a, launched an account on the local lifestyle platform, Xiaohongshu. Given its popularity in China, some contestants, like Choi Si-hun and Kim Hyeon-Joong, registered accounts on Weibo. In fact, show-related content on the local microblogging site, Weibo, has amassed nearly one billion views, with several related topics trending on the social platform. Yet unlike the Western dating series, Single’s Inferno and its contestants are more conservative, steering clear of any explicit intimacy.Īlthough China does not have access to Netflix, netizens are still finding ways of watching the Korean series. Six men and six women try to find their matches on “The Inferno.” Photo: NetflixĪdditionally, four Korean celebrity panelists watch and comment on the show like at-home TV spectators, adding a sense of fun and informality to the show. ![]()
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