REDGALA is Rednote’s fashion gala IP and online event, usually held in February or March. This year, the annual event will be hosted on 31 March at the West Lake in Hangzhou as an “opening ceremony of spring” and will include a lakeside red carpet and fashion show as well as celebrity talks. The event quickly went viral on social media, especially Rednote, because of its biggest star of the night, Chinese-born American actress Liu Yifei.
Eagle-eyed netizens quickly spotted that the “top industry partners” of the gala this year are Huawei’s Pura X smartphone and HIMA’s (Harmony Intelligent Mobility Alliance) Luxeed R7 EV. Liu Yifei has also recently been named Luxeed’s brand ambassador.
- #小红书出息了 真的请到刘亦菲了Rednote really got Liu Yifei onboard: 5.39 million views on Rednote, ranking number 6 on the Hot Spot list
The celebratory mood also bore a meme-like trend of replies where Rednoters commented under REDGALA’s post saying “Liu Yifei of [insert city] approve” from across China, or some ask “Liu Yifei’s from around China assemble!”. The carnivalesque user-generated content is comparable to the Timothée Chalamet lookalike competition. If and how Rednote responds to the trend would be an interesting example of social media marketing.
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