Oh Sehun of EXO is the new official brand ambassador for BABI, a Chinese cosmetic company gaining traction across Asia. (KapanLagi.com)
This move is catching global attention because it blends K‑Pop influence with Asian beauty markets. For Malaysian readers from Malay, Chinese and Indian communities, this news matters beyond entertainment. It connects culture, commerce and consumer behaviour in the region.
Sehun’s appointment isn’t a small deal.
The news comes after BABI confirmed Sehun as its new spokesperson, with teasers and promotional material appearing on social media and advertising channels linked to BABI products. (X (formerly Twitter))
Below is the full picture of what this means locally, regionally and globally.
Why This Matters Locally in Malaysia
Sehun is popular among K‑Pop fans in Malaysia. His involvement can influence consumer behaviour and marketing strategies here.
• Brand engagement: Malaysian consumers show strong interest in celebrities’ endorsements when deciding what to buy. Research on Malaysian markets confirms celebrity endorsement influences purchase intentions and brand perceptions. (SWU eJournals)
• Broad cultural reach: Malays, Chinese and Indians in Malaysia all enjoy Korean entertainment. K‑Pop has broad appeal across generations. Sehun’s role may motivate fans to try brands linked to him.
• Influence on cosmetics choices: Malaysian studies indicate cosmetics endorsement by celebrities can affect buying behaviour, especially among younger consumers. (eprints.tarc.edu.my)
• Commercial impact: A global brand ambassador can boost online searches, sales and engagement for products in Malaysian e‑commerce and retail channels.
Example local perspective:
Marketing professionals in Malaysia value celebrity endorsement to build brand credibility and recall. They say a trusted public figure helps brands connect emotionally with consumers and improves attention in competitive markets. (eprints.tarc.edu.my)
What is BABI Beauty & Cosmetics?
BABI is a cosmetic and beauty brand popular in China and parts of Asia. It offers makeup products such as foundation, setting sprays, creams and skincare accessories. (Colourfulcosmeticss)
• Products range from setting sprays and tone‑up creams to full cosmetics collections sold online through regional platforms. (YesStyle)
• The brand is expanding beyond China, with products available on global retail platforms and Asian e‑commerce sites. (YesStyle)
• Featuring a K‑Pop ambassador like Sehun signals BABI’s global ambitions to compete with other Asian cosmetics brands. (X (formerly Twitter))
Global Marketing Strategy: Celebrity Ambassadors and K‑Pop
Celebrity brand ambassadors have become vital in global marketing especially for Asian brands aiming for international reach.
• Asian celebrities create wide social media reach that can rival Western ambassadors. A data study shows Asian stars significantly increase media exposure value for brands. (The Star)
• Studies confirm that celebrity credibility and familiarity are strong drivers in consumer behaviour globally. Malaysian research reflects that characteristics like attractiveness and trustworthiness of endorsers boost brand image. (eprints.tarc.edu.my)
• Cosmetics brands worldwide use high‑profile ambassadors to enter new markets and shape perceptions. K‑Pop stars often attract attention beyond their music, acting as cultural bridge figures for brands.
Example from research:
Marketing studies show K‑Pop brand ambassadors help brands position products as modern and desirable, often lifting engagement and recognition among youth audiences. (MARKETECH APAC)
How BABI Will Use Sehun’s Influence
Sehun’s role goes beyond a simple photo in ads. BABI’s plans include:
• Promotional bundles featuring Sehun’s image. (X (formerly Twitter))
• Targeted social media campaigns with teaser videos and themed product bundles. (X (formerly Twitter))
• Global expansion efforts through online stores and cross‑border sales. (YesStyle)
This shows BABI wants to turn Sehun’s popularity into measurable sales impact.
Malaysian Business Experts on Celebrity Endorsements
Malaysian marketing academicians point out that celebrity ambassadors can:
• Increase brand familiarity and trust among consumers. (eprints.tarc.edu.my)
• Encourage purchase intention when the celebrity matches the product category. (SWU eJournals)
• Bring social media buzz and cultural relevance, especially if the ambassador has a strong fanbase. (eprints.tarc.edu.my)
One Malaysian marketing researcher explained that positive attitudes toward celebrity endorsement translate into stronger engagement with brand advertising, particularly on visual platforms. (eprints.tarc.edu.my)
Consumer Behaviour Across Malaysian Ethnic Groups
Different communities in Malaysia may react differently to celebrity ambassadors. Research highlights:
• Some Malays and Chinese consumers in Malaysia favour celebrity‑endorsed advertising and are more likely to consider brands associated with figures they trust. (kmc.unirazak.edu.my)
• Indian consumers show similar tendencies when celebrities align with cultural relevance and product value. (kmc.unirazak.edu.my)
• Younger Malaysians are particularly active online shoppers influenced by social media marketing. (eprints.tarc.edu.my)
This suggests BABI’s strategy could penetrate multiple demographic segments in Malaysia.
Market Trends: Celebrity Impact on Asian Brands
Across Asia, brands are increasingly choosing celebrities to speed up market entry and global recognition.
• Major fashion houses and luxury brands use celebrity ambassadors to reach new audiences in Asia Pacific. (The Star)
• Asian celebrities can bring higher engagement rates than comparable Western celebrities in some contexts. (The Star)
• Brand campaigns now meld music, fashion and lifestyle to create layered marketing across digital and offline channels.
Sehun’s new role fits this trend, where popular culture anchors brand stories and gives products an emotional appeal.
What This Means for Malaysian Shoppers
For Malaysian consumers, Sehun’s association with BABI may:
• Increase brand awareness for BABI products locally and online.
• Encourage trial purchases from followers who respect his public image.
• Introduce Chinese cosmetic brands into Malaysian consumer choices beyond established Western and Korean names.
• Influence other Asian brands to consider K‑Pop ambassadors for regional marketing.
Consumers may also watch closely how the partnership unfolds and how products perform in terms of quality and value.
What Do You Think? I’d Love to Hear Your Opinion in the Comments Section.
Sehun’s new role as BABI’s brand ambassador is not just another entertainment buzz.
It reflects deeper shifts in marketing strategy, consumer engagement and Asian brand expansion, especially into markets like Malaysia.
This partnership may influence trends in how Asian beauty brands connect with consumers across cultures and age groups.
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