Rihanna, the multi-talented entrepreneur and global icon, has built an impressive portfolio of brands, notably Fenty Beauty and Savage X Fenty. Fenty Beauty, valued at approximately $2.8 billion by Forbes, has been a game-changer in the cosmetics industry with its inclusive range of products. Meanwhile, Savage X Fenty has redefined lingerie by promoting diversity and empowerment.
Recently, Rihanna embarked on a strategic initiative to enhance her brands’ visibility in China. She attended a modest Fenty Beauty showcase at the Shanghai Museum of Photography, where she endeavored to make “jianbing,” a popular Chinese breakfast pancake costing around $1. Dressed stylishly in black, Rihanna demonstrated the preparation process, cracking eggs, adding green onions and sauce, and assembling the crispy pancake. Jianbing, originating from China’s Shandong province over 2,000 years ago, holds cultural significance as a beloved street food.
The video of Rihanna preparing jianbing resonated deeply with Chinese fans, who praised her cultural appreciation and charm. Already adored in China, Rihanna had recently graced the cover of Vogue China’s April issue, further cementing her connection with Chinese audiences.
Following her jianbing experience, the “Work” singer became a trending topic on Chinese social media platforms like Douyin. She conducted three live streams on Douyin, showcasing Fenty Beauty products such as lip gloss and blush. CNN reported that Rihanna’s name trended heavily on Weibo, with hashtags related to her garnering over 81 million and 75 million views respectively.
China, now the world’s second-largest beauty market, represents a pivotal destination for luxury brands. While Fenty Beauty initially entered China in 2019, it significantly expanded its footprint with mainland stores opening in March. Rihanna’s strategic approach included collaborations with Douyin influencers and an earnest exploration of Chinese culture, fostering consumer resonance and generating brand buzz.
Rihanna’s efforts underscore her astute business acumen and commitment to inclusive global engagement. By embracing local traditions and leveraging digital platforms, she has effectively positioned Fenty Beauty and Savage X Fenty for sustained growth in one of the world’s most dynamic markets. Her success not only bolsters her brand’s international appeal but also sets a precedent for cultural integration and market penetration in the beauty industry.
