Rihanna's Culinary Charm: Winning Over China's Beauty Scene with a Dash of Flavor
Discover Rihanna's strategic approach in China to elevate her cosmetics brand, blending culinary finesse with beauty allure. A captivating blend tailored for the online Gen Z market, setting new trends in the lucrative beauty industry.
Rihanna is a billionaire for a reason. She's not just a successful music artist, but also a savvy businesswoman. Her cosmetics brand Fenty Beauty is estimated to be worth $2.8 billion by Forbes, and her lingerie line Savage X Fenty is also a hit.
Recently, Rihanna made a smart move in China by promoting her makeup products. This shows her expertise in reaching the lucrative Gen Z market, which is mostly online. It's like a masterclass in how to succeed in the Chinese market.
On Tuesday night, the popular singer Rihanna went to a Fenty Beauty event at a photography museum in Shanghai. The brand's Instagram described her as "servin' face" and enjoying a popular Chinese breakfast crepe called "jianbing" that costs around a dollar.
Rihanna was dressed in all black and was seen making a jianbing on a glittery food cart. She cracked an egg, spread yolk, sprinkled scallions, brushed sauce, and added a crunchy cracker to the delicious street food.
In a screengrab from Instagram, Rihanna makes jianbing in Shanghai, China, during a visit to promote Fenty Beauty.
In a screengrab from Instagram, Rihanna makes jianbing in Shanghai, China, during a visit to promote Fenty Beauty.
FentyBeauty/Instagram
Influential makeup bloggers invited to attend captured the spectacle and Chinese social media sprung to life.
One user on Douyin, China’s TikTok, joked that Rihanna makes crepes but not her new album. Another user on Weibo commented that she is so good at it, it's hard to believe it's her first time.
Rihanna is already a beloved star in China, with a recent appearance on April’s Vogue China cover. She has shown appreciation for Chinese culture, notably wearing a stunning golden yellow dress by designer Guo Pei to the 2015 China-themed Met Gala.
Serving jianbing was a smart choice that resonated with the star's Chinese fans and showed an understanding of her audience.
Back in 2011, Chinese fans gave her the nickname "Queen of Shandong" because her song "We Found Love" was translated phonetically to "weifang de ai," which means love of Weifang, a city in Shandong province, eastern China.
Jianbing is said to have originated more than 2,000 years ago from the same province. For many in China, the 36-year-old’s attempt at making the traditional crepe marked a significant moment. A viral comment on Weibo even stated, “she’s certified her own Chinese nickname” with the act.
The online buzz around jianbing further intensified after the singer's appearance on Douyin earlier in the day. She hosted three livestream sessions showcasing Fenty Beauty lip glosses, blushes, and other products.
Rihanna quickly became the top trending topic on Weibo, with the hashtag #RihannasfirstlivestreaminChina garnering over 81 million views. Another hashtag, #RihannashowsupinShanghai, was also widely viewed with over 75 million views.
Social media users post their 'gross outfits' on platforms like Douyin, China's TikTok.
Social media users post their 'gross outfits' on platforms like Douyin, China's TikTok.
Douyin
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Douyin is not just a video app, it is also a popular platform for online shopping. During livestreams, products and discounts are shown on the screen, making it easy for users to make purchases with just a swipe or a click. According to the Academy of China Council for the Promotion of International Trade, there were over 460 million livestreaming e-commerce users in mainland China in 2022.
Many foreign luxury brands like Gucci, Dior, and Louis Vuitton have already held their own livestream sessions on Douyin. This shows the growing trend of online shopping in China, which is now the world's second largest beauty market.
Rihanna made an appearance as part of the platform’s “618” campaign in China, which is one of the country’s biggest online shopping events after Singles Day in November. This campaign starts with promotions nearly a month in advance.
Fenty Beauty products have been in China since 2019, but the brand announced in March that it would be expanding its presence through Sephora stores on the mainland. The brand first launched in 2017 with an impressive 40 shades of foundation, and has since introduced even more. Its success has had a significant impact on the beauty industry, leading many companies to offer their own more diverse and inclusive range of cosmetics.
Editor's P/S:
Rihanna's recent promotional efforts in China for her Fenty Beauty brand demonstrate her savvy as a businesswoman and her understanding of the lucrative Gen Z market. By embracing Chinese culture and showcasing her culinary skills, she has resonated with her Chinese fans and created a significant online buzz. Her appearance at a Fenty Beauty event in Shanghai and subsequent livestream sessions on Douyin have generated millions of views and solidified her position as a beloved star in the country.
Rihanna's choice to make jianbing, a traditional Chinese street food, was a strategic move that showcased her appreciation for her audience and her willingness to connect with them on a personal level. The viral response on social media platforms such as Weibo and Douyin further highlights the impact of her efforts and the growing trend of online shopping in China. By leveraging the popularity of livestreaming e-commerce, Rihanna has effectively expanded Fenty Beauty's presence in the Chinese market and further cemented her status as a global icon in the beauty industry.
