SU:M37°, a subsidiary of LG Household & Healthcare Group entered the Chinese market in 2016. RF Thunder, which enjoys a long-term collaboration with this “cult” favorite cosmetic line, helped SU:M37° establish its unique brand image as a “naturally fermented cosmetic line,” that offers safe, gentle, high-functioning beauty items for Chinese consumers. To increase familiarity with this unique brand, RF Thunder orchestrated a long-term strategy to build strong media relationships with mainstream lifestyle and beauty media. To educate key audiences about the signature process of the naturally fermented its skin care concept, SU:M37° ambassador, Lee Na Young, a popular South Korean actress, was invited to the China launch event in Beijing. Excitement was heightened with new counter opening events in Hangzhou, Shanghai and Nanjing and special invitations to national and local media. The wildly popular Korean line generated media coverage in Vogue, ELLE and Bazaar, as well as broad coverage in mass media. Media visits and product trials generated more than 500 enthusiastic articles within nine months and the brand received four media awards. The China debut of SU:M37° received a roaring reception on all fronts—from key media, KOLS and consumers.