Rihanna has made a significant impact in China this week, with the first time launch of her Fenty Beauty range in the country. The Fenty Beauty Alley, a limited time pop-up experience space has captured the hearts of consumers through a series of events to celebrate the brand’s expansion in the market. Rhianna herself made a surprise visit to the pop-up, marking her first visit to mainland China.
Rhianna, known as “Queen of Shandong”, by her Chinese fans, was making jianbing, a popular Chinese breakfast crepe, at the pop-up event, which quickly took to social media. Images and videos with the hashtag “Rihanna’s first livestream in China” gained over 81 million views on Weibo. Similarly, the “Fenty Beauty” tag on Xiaohongshu has garnered 5.94 million views, while the “Rihanna is in China” tag on Douyin has attracted nearly 4.08 million views. The digital world in China holds the key to success with 460 million e-commerce users in mainland China last year. By blending local cultural elements with her global brand’s ethos, Rihanna has effectively tapped into the digital pulse of the Chinese market.
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This experience is hosted at Fotografiska Shanghai from May 22-16. The pop-up’s design integrates local cultural elements with contemporary brand aesthetics. Visitors aren’t just invited into the world of Fenty Beauty, instead, China has made Fenty Beauty part of their world. The space featured a vintage street grocery store, a Mahjong room and a bubble tea stall that also serves as a shade finder for your next foundation.
This venture represents Fenty Beauty’s deep understanding unique digital environment and culture, which allows the brand to connect with consumers and reach an entirely new market. This perfect represents all the Fenty Beauty stands for. It goes beyond just makeup, it is makeup that doesn’t discriminate and represents every skin colour, putting every tone on the map.
Images: Fenty Beauty Instagram
