Shinsegae Myeon, Popular Chinese Wanghong 'SeoA×Niki' Live Broadcast

Introduction to K-Beauty Brands such as W.Lab, MUE, V&A Beauty, and Tamburins

Shinsegae Duty Free Wanghong Live.

[Asia Economy Reporter Yuri Kim] Shinsegae Duty Free announced on the 6th that it conducted a live broadcast with the popular Chinese influencer 'Niki' at its main store 'The Beauty Live'.

This live broadcast was held to introduce famous domestic and international beauty brands to Chinese MZ generation (Millennials + Generation Z) consumers.

The live broadcast, streamed through China's largest e-commerce platform 'Taobao', took place on the 2nd from 4 PM for two hours. During the broadcast, recently emerging Korean beauty brand products such as 'Tamburins', 'V&A Beauty', 'W Lab', and 'MUE' were introduced, and products from the overseas brand 'Givenchy Beauty' were also showcased. A total of 18 products appeared and received positive responses.

The Chinese influencer 'Niki', who hosted this broadcast, has 83,000 followers on Xiaohongshu, 179,000 on Weibo, 162,000 on TikTok, and 26,000 on Instagram. She won the 'Miss Korea China Mobile Popularity Award' in 2020.

In May, Shinsegae Duty Free prepared a separate space called 'The Beauty Live' for live broadcasts and conducted the first live broadcast with 'Seo Ah'. Approximately 30,000 people connected simultaneously to the broadcast, where skincare products such as W Lab and Dermaperm were introduced. This generated sales of about approximately 140 million KRW.

A Shinsegae Duty Free official said, "It was a meaningful time to introduce various domestic beauty brands to Chinese consumers through collaboration with influencer Niki," and added, "We plan to actively promote excellent K-beauty brands and strengthen communication with domestic and international consumers through live broadcasts in the future."