Dong Bang Shin Ki Opening Frenzy At MISSHA’s ‘Mythic 1 Million Bottle’ Launch

The famous Korean cosmetics brand MISSHA is launching a new product targeting in the Chinese market, and MISSHA models Dong Bang Shin Ki (TVXQ) heated up the product's launch event.

MISSHA's manufacturing chain, Able-C&C, held a benefit event on the 29th at the CGV Beijing Olympic Games for 'The Launching of Time Revolution, the First Treatment Essence (hereafter 'The First') and Fundraiser for Children with Terminal Illnesses.'

The First' has been a hit in Korea, surpassing over 1 million sales in less than 11 months of its release. The product contains 80% omega fish oil and fermented yeast extract and boasts effects such as anti-aging, maintaining skin elasticity, etc. In Korea, consumers have given 'The First' - which has both a men's and women's line - a favorable appraisal even in comparison to SK-11's 'Essence.'

At the presentation, MISSHA revealed the secret of the company's rapid growth and development through a telling of its brand story. MISSHA introduced the product's quality announcing that "We plan to continue these 'comparison-evaluation' events. Along with a free trial period of 100,000 bottles, we will compare products with the slogan 'Let's evaluate burden-free and objectively.' In Korea, MISSHA has already held such marketing promotion events with comparison-tests of products such as SK-11's 'Essence,' Lancome mascara, etc.

Hallyu idol group Dong Bang Shin Ki particularly heated up the launching that day with their presence. Having heard that DBSK would be attending, many Chinese fans crowded at the entrance of the event waiting for more than an hour before the event even began. Every time an image of DBSK appeared in the theatre where the launching took place, the 150 fans invited by MISSHA would scream, and when DBSK appeared on the stage, the fans cheered wildly.

Not to be outdone, a local DBSK fan club, the 'Chinese Yunho Fan Club' showed their love for the idols by holding up a breadbox of castella intended for media reporters labeled, "Please enjoy this and give lots of good publicity to our Yunho."

Prior to the launching, DBSK's Changmin told reporters at a press conference, "It's not just because I'm a MISSHA model that I say the product is effective, but I also personally use it once in the morning and once at night." DBSK will be meeting with some of the local fans on March 30th at the Beijing Capital Indoor Stadium where they will be opening their 'Catch Me' World Tour concert.

For the product launching, MISSHA donated 150,000 yuan (27,000,000 won) to the Yenran (嫣然) Angel Fund. The proceedings come from the sales of 8 various MISSHA products such as BB cream, essence, and DBSK perfume, which were sold through the company's homepage from earlier this month. The Yenran Angel Fund which was established by famous Chinese singer Faye Wong (王菲) supports charities that help make surgeries affordable for children suffering from congenital cleft lip and palate.

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DBSK U-Know Yunho
Missha
Changmin
Chang Min
Beijing
promotion
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Launching Event
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TVXQ
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