Actor Lee Junho has been officially selected as the model for the K-Beauty trip platform 'Huayanxing' that encompasses K-Beauty, tourism, and medical services.
On the 17th, the developer of 'Huayanxing', OAI Co., Ltd., announced, "We have selected Lee Junho as the official promotional model for the brand." Lee Junho completed a photoshoot back in January, and starting from this, teaser videos will be released along with a gradual expansion of marketing activities targeting the Chinese market.
OAI explained the background of the model selection, stating, "We believe that the 'trust-based premium K-Beauty trip experience' that Huayanxing pursues will create a high synergy with the sincere and healthy image that Lee Junho has shown to the public for a long time."
Lee Junho is a representative global actor who has built a solid fandom not only domestically but across Asia. In particular, the drama 'King the Land', which he starred in last year, has proven to be a consistent topic of interest among local viewers, with over 15,000 participants rating it on the Chinese content rating platform Douban.
Additionally, he continues to connect with Chinese viewers through various works such as 'Typhoon Company', and the Netflix series 'Cashier' topped the global TOP10 (non-English category) immediately after its release, garnering worldwide attention. As a result, evaluations suggest that actor Lee Junho's global presence has been further strengthened.
Meanwhile, 'Huayanxing' is an all-in-one K-Beauty trip platform based on WeChat, optimized for the Chinese user environment. It features a seamless flow from exploring K-Beauty content to AI skin and style diagnosis, consultations and reservations with verified hospitals and beauty shops, reward services, and hotel, shopping, and tourism courses.
In particular, the entire process from 'information exploration – diagnosis – consultation/reservation – visit – reviews and dissemination' is organically designed within the platform, focusing on minimizing the information asymmetry and opaque intermediary structure that Chinese customers are most concerned about.
The industry is paying attention to what kind of impact 'Huayanxing', led by Lee Junho, will have in the Chinese K-Beauty trip market.
