QIANDU confirmed a new promotional partnership connecting Vietnamese entertainer Huong Giang with the Korean MELOMELI cleansing water campaign. The collaboration is intended to strengthen localized market communication and broaden brand recognition in Vietnam.
The collaboration expands MELOMELI brand visibility in Vietnam through a localized celebrity-led communication campaign.
The cooperation centers on campaign exposure, product communication, and consumer-facing brand storytelling for the MELOMELI cleansing water line. Huong Giang's profile supports a clearer and more localized route to audience engagement.
MELOMELI is being positioned through a cleaner and more focused skincare narrative, with cleansing water as a lead product in the communication strategy. This partnership helps translate that positioning into local media and social visibility.
For QIANDU, the program reflects a broader operating model that links Korean beauty brands with localized partner execution, influencer-facing communication, and market-specific rollout support across Southeast Asia.
The update confirms QIANDU's regulatory progress in Indonesia and marks MELOMELI's successful BPOM filing and product compliance entry.
The activation supported local retail visibility and channel entry for JMsolution in the Bangkok beauty market.
Mintel highlights affordability, convenience, and K-culture influence as continuing drivers of K-beauty demand across APAC.
Korea JoongAng Daily reports that K-beauty brands are leaning into character collaborations and social-media-first packaging to capture younger consumers.
Amorepacific presented AI skin analysis, personalized care technology, and beauty-tech devices at CES 2026, signaling continued convergence of beauty and AI.
