Korean mania has done it again, on the eve of this weekend's finale of Jewel in the Palace. Although South Korea may not suffer from an excessive obsession with fashion, French label Christian Dior is holding its Asian autumn-winter show tonight at Seoul's W Hotel instead of in Hong Kong - to capitalise on Korean celebrity power.

Why the move, CitySeen asked Dior's spokesman. 'We are not trying to say that Seoul outbids Japan or Hong Kong. But Korean celebrity power has ignited all of Asia and Japan.' Apart from drawing more than 600 celebrities, fashionistas and journalists, the celebrity factor will be boosted with about 20 Korean artists, including Jewel's Park Eun-hae (pictured), Il Mare male lead Lee Jung-jae and Staircase to Heaven star Kim Tae-hee. Zhang Ziyi and Daniel Wu Yin-cho will also attend.