China
Online celebrity food endorsements becomes popular in China
  ·  2021-05-07  ·   Source: NO.18 MAY 6, 2021

Affected by the "single-person meal" and "stay-at-home economy," harnessed by live e-commerce broadcasts, online celebrity food endorsements have become popular. At the same time, many people have voiced their concerns about food safety in this area.

With the rapid advancement of the "Internet Plus," emerging consumer demands and different forms of consumption patterns have surfaced, contributing to the rise of Internet celebrity food. Data show that in 2020, China's live broadcast e-commerce market reached 961 billion yuan ($147.97 billion).

On the other hand, without quality, the web celebrity food craze is an inevitably short-lived one. For companies, integrity- and quality-oriented management is mandatory.

From the perspective of potential market space, the online celebrity food niche still has many potential growth moments worth exploring.

To create a healthy and safe consumer environment, local governments should make greater efforts to optimize the regulatory framework, not only to strengthen food safety supervision, but also to innovate the methods of platform management.

This is an edited excerpt of an article originally published in People's Daily on April 21 

(Print Edition Title: Web Celeb Food) 

 

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