‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily. ‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.
‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.

Fame and celebrity

Live-streaming KOL meltdowns: what we can learn from Weibo star Li Jiaqi’s viral sticky egg ‘non-stick’ frying pan humiliation

Brands can reach new audiences effectively by partnering with trusted KOL influences – but there are risks involved, as lipstick-loving Li Jiaqi’s infamous frying pan embarrassment proves

Topic |   Fame and celebrity
‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily. ‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.
‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.
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