Rainie Yang is the Queen of Cute

24 March 2013 / 3 years 7 months ago

As anyone with even the most superficial understanding of Mandopop realizes, cuteness rules.Evidence of this simple truth is seen in the accessories hanging from most people’s mobile phones and the popularity of Hello Kitty products at 7-Eleven, reports May Daily. The new 'Queen of Cute is undoubtedly Rainie Yang (楊丞琳), the singer and variety show TV host. Her greatest asset is a baby-doll face that has earned her over NT$10 million ($419,000) in endorsements.Ads featuring just her face have included those for fruit tea, yogurt, silver pendants, earrings, hair products, contact lenses and an electric toothbrush.A Chinese-language daily reported that she earns up to NT$3 million ($126,000) for each promotion.This is serious cash for someone who is best-known for pursing her lips and looking like a squirrel. But to be fair to the 22-year-old, she has changed the cultural landscape.Before Yang there was just “ke ai‘ (可愛), or cute. But since Yang has reigned, “zhuang ke ai‘ (裝可愛), or “fake cute‘ has become the pop norm for aspiring starlets.To achieve this look try looking like a frightened animal and pronounce “ke ai‘ as “kou ai‘ (口愛).

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