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Business trends

Chinese startup deploys social media stars to sell Japanese goods

Bolome's partner 'influencers' have around 80 million followers

Bolome has exclusive contracts with 90 influencers and considers cosmetics a priority market.

TOKYO -- Chinese startup Bolome is using social media "influencers" to help Japanese companies reach consumers in its home market, a strategy the venture says is more effective than ordinary internet advertising.  

The Shanghai-based Bolome provides e-commerce services through the WeChat messaging app. It has exclusive contracts with about 90 Chinese influencers -- WeChat users who have significant followings and use their clout to promote products.

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