Behold China’s latest celebrity magnet: online stars

Influencers are being billed as stars of Costco’s new discount warehouse in Shanghai, appearing in promotional videos for the store. The promotion, called “Membership is key,” coincides with the launch of Costco’s warehouse in…

Behold China’s latest celebrity magnet: online stars

Influencers are being billed as stars of Costco’s new discount warehouse in Shanghai, appearing in promotional videos for the store. The promotion, called “Membership is key,” coincides with the launch of Costco’s warehouse in Shanghai, and conveniently features several of China’s most sought-after internet celebrities in shot on the dance floor and in the store’s entryway. The influencers, according to Costco, are all part of the chain’s “Co-Stars and Co-Activists” brand program.

Chinese celebrities are generally famous for their star power online, so it’s not hard to see how they would be able to call out opportunities to appear in stores. China has increasingly branched out to recruit social media stars, and now it’s been working hard to build out its digital infrastructure. In 2017, half of the country’s consumers reported following online celebrities, according to a report from Alibaba.com, the Alibaba-owned content marketing firm.

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