June 26, 2019

Penang: Influencer marketing is a pivotal element in brand communications in China market as the country has more than 800 million active social media users and Key Opinion Leaders (KOLs) as they are known in China have more influence on consumption behaviour and social trends than movie stars and singers do. Understanding the importance of the roles of KOLs play in China market, Council of ASEAN Fashion Designers (CAFD) is pioneering an effort by collaborating with Top 5 Chinese Fashion & Style KOLs with a combined 30 million social media followers for the inaugural #WEARWHATSFAIR Private Collection Series 1 campaign to market and sell ASEAN fashion designers’ clothing to the second largest consumer market in the world.

With the launch getting nearer and nearer, CAFD together with AFAB Asia have recently brought together the 5 China’s Fashion KOLs featuring in this project to the Pearl of The Orient, Penang to film a fascinating and exclusive video lookbook for the collection. This is the first time ever a fashion council has achieved the feat of bringing 5 popular KOLs together for a common cause.

Penang was chosen as the principal filming location for it is known for its well-preserved heritage buildings and the melange of multicultural traditions of the city seamlessly complement the diversity uniqueness of the designs displayed in the Private Collection specially designed for the KOLs.

(From left to right) Three of the KOLs Danso Yu, Nikki Min and Anny Fan are ready to embark on a trip of a lifetime.

The 5 KOLs embarked on their round-trip journey from Shanghai to Penang with our official airline partner Malaysia Airlines on their business class, where they experienced first-hand the Malaysian Hospitality of warmth and sincerity.

The principal shooting location set at a historical mansion turned boutique hotel, Macalister Mansion.

The video shooting took place at several locations across the island such as Majestic Theatre and Waldorf Hotel, with the primary location set at a turn of the century Old English mansion, Macalister Mansion. The mansion is a restored colonial mansion named after one of the first British Governors of Penang, Sir Norman Macalister which is now transformed into a small-scale boutique hotel with 8 uniquely designed rooms and food& beverages outlets branded as distinct rooms such as the den, the cellar etc. Macalister Mansion also generously hosted the 5 KOLs during their stay in Penang.

(From left to right): Toni, Danso and Nikki Min have had a delightful stay the Mansion.

CAFD also hosted a Cocktail Reception and a Welcome Dinner for the 5 KOLs courtesy of Shangri-La Rasa Sayang Resort & Spa at their stunning fine dining establishment, Ferringhi Grill. The KOLs and guests of honour were dressed to the nines and enjoyed a spectacular night of scrumptious meal and drinks. The 5 KOLs have also provided invaluable insights during the dinner on how to promote the sustainable missions of #WEARWHATSFAIR and ASEAN fashion design to a broader Chinese audience.

Nikki Min (left) and Ava Foo serenading the guests at the Welcome Dinner.

(From left to right): Toni, Ava Foo, Anny Fan, Honourable Chairman of CAFD Datuk Kenn Yam, Danso Yu, Nikki Min, CAFD’s Committee Members Chris Seow and Datin Patricia Pee taking a group photo to commemorate the event.

It wasn’t all work and no play for the 5 KOLs as they took some time to unwind in between their busy shooting schedule to explore the many attractions the island has to offer. The hot and humid weather in Penang didn’t dampen their spirits as they seemed to rejoice in touring around the various World Heritage sites in Georgetown while sampling the wondrous flavours of the best local dishes and churning out social media worthy shots to impress and share with their massive followers.

(Clockwise from right) Toni, Nikki Min and Ava Foo devouring the King of Fruit, Durian.

Anny Fan posing in front of a colonial shophouse painted in pastel colours.

Ava Foo (left) staging an impromptu photoshoot with her fellow KOL Danso Yu in front of a scenic shop.

In addition to that, Penang Global Tourism (PGT) and PTS Travel & Tours Sdn. Bhd. also joined in to play host to the Chinese KOLs by sponsoring a sumptuous dinner consisted of local fares at Northam Beach Café, where the dressed down KOLs were seen enjoying the camaraderie of everyone and savoured everything from Hokkien Mee to Oyster Cake (O Ah Jian) with sun setting over the ocean view, the perfect end for the 6 days trip in Penang.

One of the KOLs Danso Yu captured the essence of the trip in an interesting video.