Shortly after an adorable male idol enchanted all eyes in an advertisement, fans not only made it viral but also left no stone unturned in their search for cosmetic products he endorses. "It is out of stock," tweeted one fan, with a photo of an empty shelf. "I have got the last one!," said the other, triumphantly.
Fans used and reviewed the products on social media at their own expense. Some joined promotional activities while others curated products their idol endorses. "My adorable presenter," tweeted his mommy (a term for fans who treat idols as their babies) proudly, followed by multiple hashtags.
