Global Influencer Shia Jiayu Signs Exclusive Chiyusup Partnership
South Korean wellness and beauty brand Chiyusup has officially selected prominent global influencer Shia Jiayu as its exclusive brand model, signaling a major push to expand its agarwood-based beauty business into wider international markets. The partnership brings together a rapidly growing functional cosmetic line and a digital creator with massive reach across short-form video platforms.
According to announcements from Chiyusup, Shia Jiayu commands an audience of approximately 2.7 million followers on TikTok, alongside a robust and active presence on Instagram where she regularly curates fashion, beauty, and lifestyle content. Industry analysts note that digital-first beauty brands increasingly rely on high-reach lifestyle creators to bridge domestic wellness concepts with international digital consumer bases.
Bringing Traditional Agarwood Into Modern Skincare Formulations
The collaboration centers on Chiyusup’s signature product lines that incorporate agarwood—traditionally valued in Asian wellness traditions for its aromatic and therapeutic properties—into modern skincare and cosmetic formulations. By leveraging Shia Jiayu’s extensive digital footprint, the brand aims to target younger demographic cohorts seeking natural, heritage-infused beauty solutions.
Scaling International Distribution Through Creator-Led Campaigns
Chiyusup has steadily built its market presence by formulating skincare products around agarwood extracts, positioning its offerings within the clean beauty and functional wellness sectors. The selection of Shia Jiayu as an exclusive model aligns with the company’s broader corporate strategy to scale its marketing infrastructure and increase brand visibility outside of domestic distribution channels.
Market observers highlight that the beauty industry has shifted decisively toward creator-led marketing campaigns that emphasize experiential storytelling over traditional advertising. Through this new multi-platform campaign, Chiyusup plans to introduce localized content tailored to international consumers who follow lifestyle and beauty trends on TikTok and Instagram.
Aligning Aesthetic Daily Routines With Sensory Wellness
Shia Jiayu’s established influence across digital channels provides Chiyusup with a direct pipeline to millions of consumers interested in contemporary lifestyle and cosmetic trends. Her content typically highlights aesthetic daily routines, fashion styling, and skincare regimens, making her an optimal partner for a brand emphasizing natural ingredients and sensory wellness.
Upcoming Q1 Promotional Rollouts and Digital Storefronts
Corporate representatives for Chiyusup indicated that rollout activities featuring the new exclusive model will appear across digital storefronts, social media channels, and promotional campaigns throughout the upcoming quarter. Consumers and retail partners can monitor official brand channels for scheduled product launches and campaign rollouts as the partnership takes full effect.