Japan's "Big Four" TV networks—Nippon TV, TV Tokyo, Fuji TV, and TBS—are household names. Sometimes TV Asahi is added to make the "Big Five," though critics now joke Asahi just counted itself.
Sofina is a sub‑brand of Kao Corporation, a major Japanese consumer goods company. Ranked in the Forbes Global 2000, Kao secured a place in the 600s. In short, they have money and influence—so Sofina's AZ lipstick ad aired on all five major networks.
Department stores like Takashimaya, Isetan, and Tobu displayed giant billboard ads. Offline ads hit hard, especially since many young women go shopping in person and are primed to spend.
One shopper said casually to her friend:
"Wow... the shade is gorgeous. And I was literally planning to buy lipstick today."
Another said, "Chu‑san is the perfect face for this lipstick. I used to only use CANMAKE, but now I want a full Sofina set."
A group of high school girls exclaimed, "We'll buy two sets—the Little Fruits fanbase can't fall behind."
In Japan, female shoppers rarely go alone—afraid of seeming friendless. Similarly, few go alone to Yoshinoya. Mannerism or marketing? Either way, it ups the offline reach.
But online—the number of people watching or encountering the AZ lipstick ad on their phones was enormous. Legal restrictions limit offline ads, but online Sofina threw everything at it. Two versions showed midriffs and clavicles. The director aimed clearly at "sexual tension" and "visual appeal."
Comments flowed:
"Because of Ragdoll, I realize that the White-Fox Prince Ampei Seimei might be real—a man‑fox rival to Tamamo‑no‑Mae."
"He's the ideal singer‑boyfriend. I'll buy a Ragdoll lipstick set."
"Perfect human looks... I'm sketching a manga premise already. A private aristocratic academy with four family heirs known as the Flower Quartet. Ragdoll is obviously their leader..."
Online chatter about star‑led ads is common in Japan and Korea—star power sells. Chu Zhi's female fanbase in Japan includes two key demographics: white‑collar office women and high school girls, both top lipstick buyers. Attracted by the ad, they immediately searched Amazon Japan.
On Amazon JP, "AZ lipstick" and "Ragdoll lipstick" ranked #1 and #2 for searches.
Even male fans bought—whether for gifting or themselves is unclear. Don't underestimate Japan's otaku men—their spending fuels anime and adult industries.
Though Chu Zhi doesn't do anime tie‑ins, one of his songs resonated deeply with these fans. Particularly one lyric:
🎵"Because my shoelaces were untied, I'm not good at tying them again—so it is with human bonds."🎵
That line hit home for many socially awkward guys whose few connections frayed.
These male supporters weren't shy about spending: one tube cost ¥3,100 (~150 RMB), and a set of six was ¥18,000. On paper it looks ¥600 cheaper, but one's a lip gloss—so the bundle was actually more expensive. Many fans bought the full set just to get the signed collector card.
Amazon reported over 110,000 sets sold in 18 hours on launching day—660,000 tubes (excluding Korean sales). Offline, 50,000 sets sold out instantly.
A sales clerk, Kana Ozawa, said her throat was sore from nonstop recommendations:
"That's... not Ragdoll series—it's called AZ series."
At first, a customer asked: "Do you have Ragdoll lipstick? I want two." They corrected her. But later, overwhelmed by demand, Kana asked proactively, "You're buying that 'Ragdoll' lipstick, right?"
Kana sold over 380 tubes in one day—a personal record. She rushed home to find her boyfriend, Toshio, waiting downstairs.
Toshio smiled: "Sorry I'm late, you were busy." Then he joyfully waved a gift bag:
"Kana, here's your Christmas gift—the Ragdoll AZ lipsticks. I paid an extra ¥1000 to get them."
Kana stared at the box—it was the same packaging she'd helped sell all day.
It turns out many men, clueless about makeup, bought AZ lipsticks simply because they were trending—even paying markup to get them.
At second‑day launch, Kao's official site celebrated:
"Sofina AZ (Ragdoll) lipstick sales reached ¥2.8 billion on day one! Huge congratulations!"
The media was stunned. Sofina was not a titan before—but now this.
Nissan Economic Report analyzed:
"This ad is totally different. They didn't choose a female celebrity or show product features. Instead, they chose Chu Zhi—a male singer who seems imperfect with lipstick, even using it as a tattoo on his waist. Completely disconnected from conventional product ads, yet somehow arousing desire to buy."
Since actress Uehara Co starred for CANMAKE in the '90s—another cosmetic success—Chu Zhi has created a new male‑celebrity lipstick phenomenon.
Japan's '90s economic boom has long faded. Generations later, male‑celebrity lipsticks seem impossible—until Chu Zhi.
Japanese capitalists were envious at these sales figures. They know Kao's numbers hide South Korea sales—Chu Zhi's Korean popularity sold at least 30,000 sets more.
The hype didn't die. On day two and three sales stayed above 20,000 sets/day. The momentum lasted.
TBS noticed and bought regional TV rights for Star Journey in Japan—paying ¥25 million, down from the original ¥30 million. Since Journey Among the Stars starts in Sapporo, ends in St. Petersburg—TBS took only the first five episodes. Chu Zhi's EP proved his selling power—so they could call it a price hike.
They renamed the show Savior?, edgy and ambiguous. It likely refers to episode five's Ishikari earthquake relief scene.
Chu Zhi didn't know how huge he was in Japan—but his bank account did. Sofina's deal gave him a 12% royalty—about 17 RMB per tube sold.
That meant roughly ¥20 million (RMB) in royalties over three days. Chu Zhi and his team discussed what to do next.
"Maybe we shouldn't interfere—it's not our show." said Niu Jiangxue.
"Agree. If anything, Ministry of Foreign Affairs should take this on," said Lao Qian.
"I'll support whatever A‑Jiu decides," said Wang Yuan.
Smart guy Fei Ge added: "We could lean into this—he's a leader among young idols."
Qi Qiu suggested: "We need more info first—this might get complicated."
Meanwhile, two Xiadou trainees in Japan were bullied by peers. Their company did nothing—the original company asked them to bear it. One sent Chu Zhi a DM, attaching photos of injuries—seeking help.
It wasn't charity—they offered payment. Chu Zhi hesitated—not for the money, but after seeing those