Despite K-pop artists landing endorsement deals in China as of late, pop culture and China experts are cautioning against being too optimistic. AsiaNewsNetwork
The company emphasized the “first time since 2016” factor, saying the endorsement deals were significant considering the advertisers were Chinese firms, not Korean or multinational brands.
“Despite the ban being a top-down order, there’s always been demand for Korean content in China. And as some time has passed and the relations are slowly improving amid the COVID-19 pandemic, it could be interpreted that Chinese companies are sending signals to their government,” said Lim Dae-geun, a professor of Chinese interpretation and translation at Hankuk University of Foreign Studies in Seoul.
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