BLACKPINK's Lisa is drawing keen attention as she has been selected one after another as an advertising model for a global brand and a Chinese conglomerate.

According to YG Entertainment on May 13, BLACKPINK's Lisa has signed a contract for a Chinese local advertising model for P&G Downey fabric softener products, a global daily-use brand, to launch a full-fledged promotion.

It has also signed a new advertising model contract with one of China's largest dairy brands and is set to shoot.

In addition to the two companies, love calls to Lisa are surging in various industries in the Chinese market, YG Entertainment said.

Lisa's craze in China is unusual. Lisa captivated the continent as a member of the world class girl group Black Pink, which represents the Korean Wave, and a talented artist.

Her global popularity, unrivaled dance skills, bright and lovely image, exotic features and fashion sense have become the talk of the town, making her a "wannabe star" for young Chinese people.

In particular, Lisa has been receiving great acclaim for her appearance as a dance mentor on the audition program "Youth Yuni 2," which is being aired on the famous Chinese platform (iQIYI).

Shortly after every week's "Youth Uni 2" broadcast, Lisa's name swept the top spot in Weibo's real-time search keyword list and has shifted the popularity of the program to the online market, dominating the topic.

In fact, Lisa's global influence is strong. He has an overwhelming number of followers on social media such as Instagram and Weibo. The number of followers on SNS is known as one of the measures of popularity, credibility and influence.

Lisa's Weibo account easily surpassed 5 million followers in a short period of time, with Instagram followers surpassing 32 million. It is the largest number of Korean active entertainers and one percent of the world's total.

Attention is also being paid to whether Lisa's move will serve as a stepping stone for local stars to reopen the Chinese advertising market.

Earlier, G-DRAGON of Big Bang, an artist from the same agency, signed an advertising model contract with mainland Chinese brand "Chapai" and fired a signal. It was the first time since 2016 that a famous Chinese mainland brand has publicly promoted a Korean Wave star as a local advertising model. Lisa opened the door as a K-pop female artist.

Meanwhile, BLACKPINK, which includes Lisa, reported that Lady Gaga, which will be released on May 29, participated in the new album as a feature, raising expectations for her comeback. BLACKPINK is also currently working on their new album.