Actor Lee Junho has been selected as the official promotional model for Huayanxing (花颜行), an all in one K-beauty trip platform that integrates beauty, medical services, and tourism for Chinese consumers.
Strengthening Trust in the K-Beauty Travel Experience
Huayanxing’s developer, OAI Co., Ltd., announced on January 16 that it recently completed a photoshoot with Lee Junho and plans to roll out a series of visual campaigns, teaser videos, and localized promotions targeting the Chinese market.
The company explained that Lee Junho’s selection reflects a strong alignment between his long-standing image of sincerity, health, and reliability and Huayanxing’s vision of delivering a premium, trustworthy K-beauty travel experience. Lee has consistently built strong brand synergy in advertising through his clean and credible public image.
A Proven Star with Strong Influence in China
Lee Junho continues to solidify his status as a global Hallyu star with a particularly strong fanbase across Asia. His drama “King the Land” gained significant attention in China, receiving over 15,000 user reviews on Douban, one of the country’s leading content rating platforms.
He has maintained visibility among Chinese audiences through multiple projects, including “Typhoon Family,” while his Netflix series “Cashero” topped the Global Top 10 (Non-English) chart, further strengthening his international profile.
OAI stated that Lee Junho’s popularity in China is expected to accelerate brand trust and recognition for Huayanxing, enabling a faster and more effective market entry.
Planned Marketing Campaigns in China
Following the model announcement, Huayanxing will sequentially launch:
- Official pictorials and teaser content
- Lunar New Year “K-Beauty Trip” themed promotions
- Joint campaigns with local Chinese partners
These initiatives aim to position Huayanxing as a reliable gateway for Chinese consumers seeking authentic and safe K-beauty experiences in Korea.
What Is Huayanxing?
Huayanxing is a WeChat-based K-beauty trip all-in-one platform optimized for Chinese users. It connects the full journey of a beauty-focused trip to Korea, including:
- K-beauty content discovery
- AI-based skin and style analysis
- Consultation and reservation with verified clinics and beauty shops
- Rewards, hotels, shopping, and curated travel routes
The platform is designed to reduce information asymmetry and opaque brokerage practices, which are major concerns for Chinese consumers, by offering standardized consultation processes, verified partners, and transparent booking flows.
Vision for K-Beauty and K-Culture Synergy
OAI CEO Oh Seok-hwan stated,
“Huayanxing is not a platform that persuades through words, but one that designs trust through experience. With Lee Junho as our model, we aim to help Chinese users experience Korea more safely and conveniently, while maximizing private-sector synergy between K-beauty travel and K-culture.”
With Lee Junho at the forefront, Huayanxing plans to position itself as a key private platform connecting K-beauty, tourism, and cultural exchange between Korea and China.
Editor’s Insight
Lee Junho’s selection as the global face of the K-beauty travel platform Huayanxing on January 16, 2026, marks a strategic alignment between high-trust celebrity branding and the recovering luxury tourism corridor between Korea and China. Ultimately, this partnership proves that Lee Junho has transcended the role of a standard promotional model to become a critical infrastructure component for K-culture synergy, positioning him as the primary bridge for the next generation of safe, high-end beauty tourism.