Male Idols and Branding in Chinese Luxury

Challenging the Western view of idols as objects of worship, this book explores the role that male idols play in fashion and cosmetics brand marketing in mainland China, Hong Kong, and Macau; including the role of the female gaze. It examines idols in the more modern, pan-Asian sense of the word - as objects of social devotion, worshipped by the adoring masses and, in China and Korea, as objects of social and moral uplift. The contemporary idol wields great power - the power to influence taste, and to sell - and Male Idols and Branding in Chinese Luxury focuses on their ability to arouse the consumer appetite to buy.
In China, popular culture idols play a vital role in the luxury fashion and cosmetics industries as brand ambassadors and this volume fills a critical gap in the English-language literature on this key element of the marketing industry, bringing together authors from the United States and China, and featuring case studies on idols Wang Yibo and Xiao Zhan. Through considering the subtleties of branding and marketing in China, Korea, and Japan, and the relationship of Chinese idols to fans and consumers in other Asian countries, the authors delve into brand-idol collaborations, particularly through lenses of brand image and toxic fan culture.

Amanda Sikarskie is Lecturer in Art & Art History and Comprehensive Studies at the University of Michigan, USA. She is a historian of fashion and textiles, with a particular interest in the intersection of fashion and social media and in luxury studies.
Lan Lan is Senior Lecturer at Beijing Institute of Fashion Technology, China. She received her MA in womenswear design at London College of Fashion, UK. She researches and writes on fashion education.
Peng Liu is Assistant Professor at Macau University of Science and Technology, Macau. His artworks have been exhibited internationally working with wide range of mediums. His work on cultural studies and visual culture has been published in various academic journals and edited collections.

List of Illustrations
List of Tables
List of Contributors
Preface: "Are you that unicorn?" Amanda Sikarskie, University of Michigan, USA
Acknowledgements
Some Notes on Pronunciation
1. Introductions: Peacocks: A Primer on Idols and Marketing in China Amanda Sikarskie, University of Michigan, USA
2. Exploring the Relationship Between Fashion Brands, Culture Idols and Fans: The Power of Naming as Market Strategy Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China
3. Idol Case Study: Wang Yibo, Aloof White Peony of Luoyang Amanda Sikarskie, University of Michigan, USA
4. Capitalizing Yaoi / Danmei Fans: Fashion Brands and Male Popular Culture Idols as Brand Ambassadors in the Chinese Fashion Market Peng Liu, Macau University of Science and Technology, and Lan Lan, Beijing Fashion Institute of Technology, China
5. A Comparative Perspective: Korean K-Pop Idols as Brand Ambassadors Amanda Sikarskie, University of Michigan, USA
Epilogue: Xinjiang Cotton Amanda Sikarskie, University of Michigan, USA
Post-script: China Bans Xiao Xian Rou Amanda Sikarskie, University of Michigan, USA
Glossary
Index