Connect with us

SOCIAL

Valentino and Dior bet on K-pop amid China tensions. Will it pay off?

Published

on

Valentino and Dior bet on K-pop amid China tensions. Will it pay off?

Since January, Suga has been part of Valentino’s ambassadors called Di.Vas, short for Different Values, and will appear in a campaign in collaboration with GQ across print, online and social media. “He has the capacity to express all the values of the brand and of a generation he speaks for in his spontaneous and contemporary way. Each Valentino Di.Vas plays a key role in sustaining the new vision of the company,” according to Valentino.

In China, it’s a different story. When South Korea deployed a US Terminal High-Altitude Area Defense (Thaad) anti-missile system in August 2016, Beijing’s policymakers were angered. Chinese officials viewed the Thaad deployment as another American effort to contain China, while South Korea argued that the shield was for protection against North Korea’s nuclear threat. In retaliation, China took aim at South Korea by banning its prized cultural exports, such as TV shows and music

Throughout 2021, the Chinese government strengthened regulation of the entertainment industry to “reduce frenzied idol worshipping” of celebrities. In September that year, 22 fan accounts, including those of BTS, were suspended by Chinese social media network Weibo for what it called “irrational star-chasing behaviour”. China’s National Radio and Television Administration (NRTA) also instructed broadcasters to ban television appearances of 娘泡 (niang pao) — a derogatory term for androgynous or effeminate men. The move was widely viewed as a measure to antagonise K-pop, since Korean male stars are often known for their pretty looks. 

In November 2022, Chinese tech giant Tencent unexpectedly resumed the online streaming of South Korean movie Hotel by the River, prompting speculation around whether China may lift its ban on Korean entertainment. Today, there isn’t a flat ban on hallyu — or the Korean wave, used in relation to Korean culture — in China, but local media may omit K-pop activities out of respect for their country, says Elisa Harca, co-founder and Asia CEO of Red Ant Asia, a marketing agency that works with global brands including Balmain and Byredo to navigate China. 

Luxury may be turning to Korean stars as “an act of risk control”, says Jasmine Zhu, managing partner of Epico Partners, a Hong Kong-based growth consultancy. Korean nationals are now the world’s biggest spenders per capita on personal luxury goods, with an average spend per year of $325, according to a report published by Morgan Stanley this month. It’s far more than the $55 and $280 per capita currently spent by Chinese and American nationals, according to the investment firm’s estimates. “[Brands are] deprioritising China as a result of the country’s Covid policies, lockdowns and economical instabilities in recent years,” says Zhu.

Korea’s enduring appeal

Enhypen generated $7.2 million in earned media value (EMV) — nearly a quarter of Prada’s overall EMV of $31.6 million, making them “the most impactful influencers” at Milan men’s fashion week, according to Hugo Ramos, brand analyst at influencer and analytics firm Lefty. The outsized attention that Enhypen has been able to bring is indicative of why luxury brands are partnering with Korean talent. K-pop stars have broad appeal outside of their home country; and as a relatively new genre, they also appeal to a very young audience — an increasingly important demographic for luxury brands. 

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

Advertisement

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

Advertisement



“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Advertisement



Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS