Rihanna’s billionaire status isn’t just a fluke; she’s a savvy business mogul through and through. Beyond her illustrious music career, she’s successfully ventured into the business world, notably with her cosmetics empire Fenty Beauty, valued at approximately $2.8 billion according to Forbes, and her lingerie brand Savage X Fenty.

Her recent move in China to promote makeup products is a testament to her ability to tap into lucrative markets, particularly the predominantly online Gen Z demographic.

During a Fenty Beauty pop-up event at a Shanghai photography museum on Tuesday night, Rihanna demonstrated her versatility by engaging in a unique promotional tactic. Described as “servin’ face” by the brand’s Instagram account, Rihanna also tried her hand at making “jianbing,” a popular Chinese breakfast crepe typically priced at around a dollar.

Clad in an all-black outfit, Rihanna skillfully cracked an egg, spread the yolk, sprinkled scallions, brushed on sauce, and added a crunchy cracker onto the savory street food favorite, all while stationed at a glittery food cart. This strategic blend of beauty promotion and culinary engagement underscores Rihanna’s multifaceted approach to marketing and her adeptness at connecting with diverse audiences.

Prominent makeup bloggers, invited to witness the event, captured the spectacle, igniting a flurry of activity on Chinese social media platforms.

“Instead of making a new album, she’s making crepes,” quipped one user on Douyin, China’s equivalent of TikTok, while another on Weibo remarked, “She’s so skilled at it, it’s hard to believe it’s her first attempt.”

Rihanna’s popularity in China is already well-established, evidenced by her recent appearance on the cover of April’s Vogue China. Her appreciation for Chinese culture has further endeared her to fans, particularly her memorable choice of attire – a striking golden yellow gown by esteemed couturier Guo Pei – for the China-themed Met Gala in 2015.

The decision to prepare jianbing was a strategic move, aligning perfectly with Rihanna’s moniker among Chinese admirers and demonstrating her understanding of her audience. In 2011, Chinese fans affectionately dubbed her the “Queen of Shandong” after phonetically translating her hit song “We Found Love” to “weifang de ai,” which translates to “love of Weifang,” a city in China’s Shandong province.

Jianbing, believed to have originated from the same province over 2,000 years ago, holds cultural significance for many in China. Rihanna’s demonstration of making the traditional crepe was seen as a full-circle moment, with one viral comment on Weibo suggesting that she had endorsed her own Chinese nickname through this act.

The buzz surrounding the jianbing incident only added to the online conversation about Rihanna’s earlier appearance on Douyin, where she hosted three live-stream sessions showcasing Fenty Beauty lip glosses, blushes, and other products.

Following these events, Rihanna quickly became the top trending topic on Weibo, with the hashtags #RihannasfirstlivestreaminChina and #RihannashowsupinShanghai garnering millions of views and sparking widespread discussion across Chinese social media platforms.

In addition to serving as a video-sharing platform, Douyin has emerged as a prominent hub for online shopping, with products and discounts prominently featured during live-streamed sessions, making purchases as easy as a swipe or click. According to the Academy of China Council for the Promotion of International Trade, an organization affiliated with Beijing’s commerce ministry, mainland China boasted over 460 million users engaged in livestreaming e-commerce activities in 2022.

Numerous foreign luxury brands, such as Gucci, Dior, and Louis Vuitton, have already capitalized on this trend by hosting their own live-streamed sessions. China has now become the world’s second-largest beauty market, attracting global attention.

Rihanna’s recent appearance on Douyin was part of the platform’s broader “618” campaign, a significant online shopping event in China, second only to Singles Day in November. This event features widespread promotions starting nearly a month in advance.

Although Fenty Beauty products have been available in China since 2019, the brand announced in March of this year its plans to expand its presence through Sephora stores on the mainland. Since its launch in 2017, Fenty Beauty has made waves in the industry with its groundbreaking release of 40 foundation shades, a move that has prompted other companies to follow suit with more diverse and inclusive ranges of cosmetics. This unprecedented success has reshaped the beauty landscape, highlighting the demand for greater representation and inclusivity in the industry.