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Her latest move in China to promote makeup products is something of a masterclass in how to tap into its lucrative – mostly online – Gen Z market.

On Tuesday night, the chart-topping singer attended a Fenty Beauty pop-up held at a Shanghai photography museum, “servin’ face” according to brand’s Instagram, and “jianbing” – a popular Chinese breakfast crepe that costs about a dollar.

Dressed in a head-to-toe black ensemble, Rihanna cracked an egg, spread yolk, sprinkled scallions, brushed sauce and placed a crunchy cracker onto the savory street food favorite, made on a glittery food cart.

Influential makeup bloggers invited to attend captured the spectacle and Chinese social media sprung to life.

“She makes crepes but not her new album,” joked one user on Douyin, China’s TikTok, while another wrote on Weibo, “She’s so good at it, it’s hard to believe it’s her first time.”

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Expert predictions with real-time stock trends, futures prices, and exchange rate fluctuations to help you select the right stocks and achieve your financial goals. Stay ahead of the curve with accurate, real-time investment insights. Rihanna is already a beloved star in China, recently appearing on April’s Vogue China cover. She has been viewed as appreciating Chinese culture, famously wearing a glorious golden yellow creation by master couturierGuo Peito 2015’s China-themed Met Gala.

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Expert market predictions, real-time updates, and personalized investment advice designed to help you succeed. Seize the best investment opportunities in global stocks, metals, and energy markets. And the decision to serve up jianbing was a savvy move – one that embraced the star’s moniker among Chinese fans and displayed knowledge of her audience.

In 2011, Chinese fans dubbed her the “Queen of Shandong,” after her hit “We Found Love” was phonetically translated to “weifang de ai” – meaning love of Weifang, a city in eastern China’s Shandong province.

Jianbing is believed to have originated from the same province more than 2,000 years ago and for many in China, the 36-year-old’s turn at making the humble crepe was a full circle moment, with one viral comment on Weibo reading “she’s certified her own Chinese nickname” with the act.

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Gain access to professional investment advice, free market trend analysis, and real-time stock market data. Make informed decisions and unlock the full potential of your investments with expert predictions and guidance. The jianbing buzz only added to the chatter online about the singer’s appearance earlier in the day on Douyin, where she hosted three livestream sessions showcasing Fenty Beauty lip glosses, blushes and other products.

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Precise AI-powered predictions and market insights to guide your stock selection. Use real-time market data, futures trends, and stock indices to make strategic investment decisions for long-term profitability. Rihanna then became the number one trending topic on Weibo, with the hashtag #RihannasfirstlivestreaminChina viewed over 81 million times. Another hashtag, #RihannashowsupinShanghai was viewed over 75 million times.

Besides being a video app,Douyinis a major platform for online shopping – with products and discounts displayed on-screen during livestreams and purchases just a swipe or a click away. In 2022, there were more than 460 million livestreaming e-commerce users in mainland China, according to the Academy of China Council for the Promotion of International Trade, a body affiliated with Beijing’s commerce ministry.

Other foreign luxury brands have already hosted their own livestream sessions, including Gucci, Dior and Louis Vuitton. China is now the world’s second largest beauty market.

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Expert predictions of stock trends to help you select high-potential stocks accurately, along with free real-time market data on stocks, futures, and commodities. Maximize your growth potential by staying updated on market movements. Rihanna’s appearance was part of the platform’s wider “618” (or June 18) campaign, one of China’s most important online shopping events after Singles Day in November, that sees widespread promotions starting nearly a month ahead.

is jaykay enterprises limited (500306) a good long term bet ✌️【Asset Allocation】✌️ Free stock market strategies and analysis based on real-time data, empowering you to choose profitable investment options and avoid risks. Our expert predictions will help you stay in tune with the latest market trends. While Fenty Beauty products have been available in the country since 2019, the brand announced this March that it would be expanding its presence via Sephora stores on the mainland. In 2017, the brand launched with an unprecedented 40 shades of foundation and has since added more. Its outsized profitability has dramatically shifted the beauty landscape, with many companies now offering their own more diverse and inclusive range of cosmetics.

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