How fashion and beauty brands are tapping the C-drama opportunity

Other industries, too, are riding the wave of association. The Fairmont Peace Hotel, where Bao has his office in the drama, has renamed one of its rooms the “Blossoms Suite” — and hiked up the price per night from RMB 15,930 Yuan (£1,769) to RMB 16,888 Yuan (£1,875). Its in-house restaurant offers a Blossoms Shanghai menu, including dishes named after main characters. Fans have queued up to buy palmiers from Park Hotel Shanghai, after they were spotted in the show.

Estée Lauder entered China in 1993 — around the time Blossoms Shanghai is set — with its first Mainland sales counter in Shanghai. As such, its involvement in the series mirrors the brand’s own journey in China; it signed a product placement deal that included both makeup and skincare. In the show, a fictional boutique dubbed Linghong displays the brand’s coveted face cream, while character Minmin, played by Zeng Meihuizi, uses Estée Lauder lipsticks.

Since the premiere, the Estée Lauder Weibo account has been updated frequently with clips of products that appear in the show, paired with highlighted quotes from the characters. On 8 January, Estée Lauder announced Ma Yili, who plays Reiko in Blossoms Shanghai, as the brand’s skincare ambassador.

Regaining popularity in China is a top priority for the cosmetics giant. In ELC’s Q1 trading update, it revealed that the recovery of high-end beauty products in Mainland China had been slower than expected and declined during the quarter, ending 30 September 2023. Becoming the official sponsor of a favourite C-drama may just be the ticket.

The renaissance of Shanghai style

The 1990s was a golden period for China as it opened up to the world, with Shanghai at its centre. Under the collision of Chinese and Western cultures, cutting-edge and unique fashion trends formed. Wong Kar-wai’s cinematography, which is comparable to fashion editorials, has restored the idea of Shanghai style in audience minds, escalating opportunities for international fashion brands.

Shanghai is particularly good at mixing Chinese and Western aesthetics, says fashion editor and brand manager Veronica Zhang, and Blossoms Shanghai offers a fine example. Li Li, played by Zhilei Xin, often sports luxurious furs and exaggerated sunglasses, while Miss Wang, played by Yan Tang, wears traditionally British windbreakers and Mary Jane shoes.