OREANDA-NEWS. Doota Duty Free has set out on a social media marketing campaign, holding an event inviting power creators—individuals who generate their own content and who have large influence on social networking sites—in order to attract Korean and Chinese shoppers.

The duty-free store held its “K-Wave Experience,” an event to introduce K-fashion, Korean beauty trends, and Korean Wave content to visitors, in collaboration with MOCHA, China’s No. 1 mobile beauty application, and Cosmopolitan China, a fashion magazine.

The Chinese and Korean power creators visited Doota Duty Free to experience Korean fashion and beauty trends firsthand, based on which they generated creative marketing content as part of the event.
A total of 20 power creators participated in the event: 10 from MOCHA and Cosmopolitan China, and the other 10 from Crekers, an MCN marketing company in Korea.

MOCHA, one of the co-organizers, is a mobile platform to share video content about beauty and fashion trends, targeting women in their 20s and 30s. It has over 16 million members in China. Each of the Chinese power creators has a huge number of online followers, and the total number of their followers is as many as 4.9 million people.

The “K-Wave Experience” was broadcast in real-time across China via the social media platform for Cosmopolitan China. Content created by Korean and Chinese power creators will be posted on their own social media sites and a five-episode video series about this event will be released on MOCHA, Weibo, and WeChat for Chinese viewers and YouTube, Daum TV Pot, and Naver TV Cast for Korean viewers.