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These two images have certain coherences and contradictions. Specifically, how he genuinely presents himself to the public is an important factor in determining whether he can continue to be an important part of South Korea's cultural export and  whether he can get a positive response on various social media platforms. However, his ordinary traits such as emotional outpouring and stage imperfection showed in this loving affair may opposed to his extraordinarily transcultural star image which requires him to be perfectly qualified and competent. 

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These two images have certain coherences and contradictions. Specifically, how he genuinely presents himself to the public is an important factor in determining whether he can continue to be an important part of South Korea's cultural export and  whether he can get a positive response on various social media platforms. However, his ordinary traits such as emotional outpouring and stage imperfection showed in this loving affair may opposed to his extraordinarily transcultural star image which requires him to be perfectly qualified and competent. 

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There is a certain tension between these two images. On the one hand, he needs to present a professional, unique, visually striking metrosexual image. On the other hand, various media formats propel him to show a soft, lovable and even transgender side to cater to fans' tastes. It can be argued that these two images both develop over time, indicating Baekhyun's variable and reconfigurable stat image.

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There is a certain tension between these two images. On the one hand, he needs to present a professional, unique, visually striking metrosexual image. On the other hand, various media formats propel him to show a soft, lovable and even transgender side to cater to fans' tastes. It can be argued that these two images both develop over time, indicating Baekhyun's variable and reconfigurable stat image.

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These two star images have a relatively exclusive but harmonious relationship. The frankness and sincerity he showed in love affairs and variety shows is an advantage to close the distance with fans, but at the same time, his too real personality may make his commercial value declined, because the brand owners may mistakenly believe that he cannot fit in with the concept of constructing cosmopolitan male characters of luxury brands. However, it is precisely because of his  continuity of authentic and unconcealed personality that he truly shows in front of the public including his daily routine and dressing style enables him to get some good business opportunities, thus shaping his metrosexual image.

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These two star images have a relatively exclusive but harmonious relationship. The frankness and sincerity he showed in love affairs and variety shows is an advantage to close the distance with fans, but at the same time, his too real personality may make his commercial value declined, because the brand owners may mistakenly believe that he cannot fit in with the concept of constructing cosmopolitan male characters of luxury brands. However, it is precisely because of his  continuity of authentic and unconcealed personality that he truly shows in front of the public including his daily routine and dressing style enables him to get some good business opportunities, thus shaping his metrosexual image.

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The two images are complementary. It is because of his extraordinary stage appeal and singing ability that Baekhyun has gradually become a spokesman and leader in spreading Kpop culture globally. Meanwhile, international communication activities have given him more career opportunities to stabilise his stage charm.

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The two images are complementary. It is because of his extraordinary stage appeal and singing ability that Baekhyun has gradually become a spokesman and leader in spreading Kpop culture globally. Meanwhile, international communication activities have given him more career opportunities to stabilise his stage charm.

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There seems to be some contradiction between these two images, but their great contrast exactly reflects the changeability and flexibility of Baekhyun's star image.

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There seems to be some contradiction between these two images, but their great contrast exactly reflects the changeability and flexibility of Baekhyun's star image.

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Baekhyun speaks fluent English in SuperM's Press Conference in America (2019)

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Baekhyun speaks fluent English in SuperM's Press Conference in America (2019)

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The aim of this newly regrouped Kpop boy team  is to focus most of their promotions in the US and European countries, hitting the Western market innovatively.
Baekhyun has strong language learning ability, which can be considered as a crucial factor in gaining global attention and enhancing his transculturally hybridized image. What can be emerged from this video is as a multilingual artist of this band, he feels responsible for shortening the gap, letting everyone be a part of the global music scene and showing people that k-pop is no longer just for Korean fans. In this way, his star image has not only limited to an idol or a singer, but has already served as a cultural icon to deliver South Korea's music essence to the world.

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Baekhyun Speaks English (SuperM Press Conference)

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Official cut: EXO at the Winter Olympics PyeongChang 2018 Closing Ceremony

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Official cut: EXO at the Winter Olympics PyeongChang 2018 Closing Ceremony

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K-Pop boy band EXO was the final act to take center stage at the 2018 Olympic Winter Games closing ceremonies in PyeongChang. Baekhyun, with other members, as a symbolic transition between nations, is sending a message to the world that South Korea is modern but wholesome, colorful, inviting, and fun.

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EXO at the Winter Olympics -  FULL Performance - PyeongChang 2018 Closing Ceremony | Music Monday

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The idea that South Korean pop culture has grown in prominence to become a major driver of global culture can get validated from Baekhyun. Instead of labeling him as a hit in group EXO or a genius soloist, a best-known exporter of South Korea's culture is much more specific.

Through a variety of sources—television broadcasting, social events and professional activity, Baekhyun has increasingly presented his audience with an image that conveys multiple meanings, both in specific and international contexts, combing permanent and malleable notions of transcultural exporter.

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Fan-made makeup tutorials--The powerful promoter of smokey eye look

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Fan-made makeup tutorials--The powerful promoter of smokey eye look

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Baekhyun‘s signature smokey eyed look has gained popularity among both men and women. Many bloggers and Youtubers have published posts and videos to demonstrate the makeup techniques to copy his eye looks.

From a certain extent, he is the driving force of this fashion trend, implying his star image as a fashion leader is widely recognised.

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EXO Baekhyun SMA 2014 Burgundy Makeup Tutorial || 엑소 백현 버건디 메이크업

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Fan club compilation of Baekhyun's "Airport Fashion" （2019）

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Fan club compilation of Baekhyun's "Airport Fashion" （2019）

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This is a compilation of Baekhyun's airport looks from Kpopmap.com. With simple-comfy to extravagant looks, he managed to stand out from the crowd  by wearing some of his favorite pieces before departing to new lands. From monochromes to simple lines, minimal prints and comfy sets, 2019 was an ode to dressing simple and comfortable while breaking fashion paradigms.

This fan-made compilation presents Baekhyun's as a qualified and well-identified fashion leader. His outstanding dressing collocation is a feature which contributes to his strength and credibility of his brand-new star image as a fashion promoter.

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A press release claiming Baekhyun caught the attention of "Master Key"s program director

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A press release claiming Baekhyun caught the attention of "Master Key"s program director

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The contents report that Im Hyung Taek PD  said he was impressed with EXO's Baekhyun's personality. Because of that, he thinks that he is a good fit for variety shows. Im PD added that he is enthusiastic and genuine when he was required to show something real in his daily life during the shoot.

This report evidently indicates that in addition to being a competent idol, Baekhyun also possesses instincts, sense of humor and authentic personality charm in the variety show.

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Clip showing his emotional breakdown during the musical performance (2014)

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Clip showing his emotional breakdown during the musical performance (2014)

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August 1st, 2014 was the last day of his first drama musical debut << SINGIN’ IN THE RAIN >>. The show was also a time when fans attacked Baekhyun's relationship with Taeyeon,  so he had been seriously emotionally and mentally hurt. Even so, he still felt very grateful toward the audiences and the fans who came to support him throughout that month until he had to hold his tears and eventually cry while he was singing. During the scene where he had to kiss the female cast’s forehead, his lips were trembling. At the end of the stage, the audiences gave him great applauses and loud cheers. He cried so hard until he had his hands covering his eyes.

This clip actually can be read as his authentic mental state and emotional turbulence at that time as an idol in the middle of loving affair. Although his star image at that time became a bit unstable and ambiguous, the notion of "authenticity" can be still discerned.

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140801 夜 ◎ 16 Baekhyun Singin' In The Rain Musical 싱잉인더레인 뮤지컬 crying / filled with emotion 감정으로가득

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Press release: Dating affair was exposed (2014)

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Press release: Dating affair was exposed (2014)

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One of the most trustworthy gossip presses Dispatch in Korea reported that Baekhyun and Taeyeon have been dating for four months. Dispatch introduced how they two started to have feelings about each other and the place they usually went for dating.

Dyer (1979, p. 60) stated that the significance of publicity is it tends to be more ‘authentic’. Therefore, the dating gossip exposed by the press to certain extent provides a privileged access for Baekyun to being a normal person who can have romantic relationships with beloved girl. Although, such publicity conflicts from the image that his studio is trying to promote, it alternatively gives him a new lease of life.

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The only negative incident--dating affair

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The only negative incident--dating affair

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It is no exaggeration to say that Baekhyun has not received any serious negative reports since his debut, but his love rumors have directly caused the drop of his credibility and amount of fans for a long time. However, from another dimension, this gossip and how he reacted to it both indicate his authentic and genuine star image and directly demonstrate his ordinariness.

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Clip showing he is a Girl Team's fan boy

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Clip showing he is a Girl Team's fan boy

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He could be so masculine and charming when he performs, but he could also excellently cover the girl group's dancing moves to show his cuteness and versatility. He also proves that a male idol can own hybrid masculinity to cater to fans' tastes.

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This image was captured by a fan at EXO's concert. He wears a pink wig, a black shirt with a rabbit pattern and a clip of a rabbit's ears. This silhouette makes him a shy and adorable girl.  As an idol, Baekhyun has strong ability to be reconfigured and remodeled to demonstrate his variable masculinity.

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Baekhyun's stage performances usually show his sexy and tough manhood through sexy movements and well-trained abs. However, in many concerts, ceremonies and game shows, he can also perfectly blend cute dancing with wigs and miniskirts.

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A collection of videos of his funniest moments on variety shows edited by fans

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A collection of videos of his funniest moments on variety shows edited by fans

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This fan-made compilation highlights Baekhyun's frank, humorous and straightforward personality and state in various variety shows, suggesting that his genuine figure has already extended beyond his stage performance and has been incorporated into his overall star image.

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In many interviews, people who have worked with him have described him as an icebreaker, and the atmosphere can be always light and cheerful with him around. His personality is very authentic, so in the variety show he can play very bold games and say very interesting things, which is exactly what the audience needs.

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Press release: Baekhyun donated 50 million won to help prevent the spread of Corona19 （2020）

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Press release: Baekhyun donated 50 million won to help prevent the spread of Corona19 （2020）

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As the coronavirus in South Korea grew worse, Baekhyun donated 50 million won to the Hope Bridge national relief association, which will support medical daily necessities and hygiene products, healthcare products for health workers, and crisis risk prevention supplies. Such official press release is a powerful evidence of promoting his image of "kind, gentle and loving".

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This picture captured by a fan shows as a influential Kpop star, Baekhyun promotes messages against racism by daily clothing items.
Although the reason why he is actively involved in protest groups certainly stems from his long-term goal to gain people and media's positive feedback, it indeed plays a crucial role to deepen his star image with benevolent acts.

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A  Promoter  of Benevolence and Generosity 

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A  Promoter  of Benevolence and Generosity 

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Baekhyun uses his popularity and outreach to participate in and promote charitable acts.

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Instagram--a place where he posts the funniest, happiest and most memorable anecdotes in his life

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Instagram--a place where he posts the funniest, happiest and most memorable anecdotes in his life

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He has tens of millions of followers, so it's his most used social media for posting photos of his travels, jobs, new song releases, ads, commercial promotions and live streaming.

Instagram can be a place where his transculturally star image can be apparently captured through his pictures, texts, videos and memes.

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Weibo--a place where he can connect with Chinese fans

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Weibo--a place where he can connect with Chinese fans

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In order to better communicate with Chinese fans, Baekhyun especially applied for a Weibo account. He always translates his heartfelt greetings into Chinese and posts them on Weibo.

Social media is a critical way to propel Baekhyun's star image into international cultural visibility. He knows his nickname in Chinese and popular emoji in China, which are used in his every tweet to present his appreciation to Chinese fans. The act of launching a Weibo account in China and publishing posts about his daily routine in Chinese with his cute selfie get him closer to Chinese fans, which also shows that Beakhyun’s versatile star image can thrive in culturally hybridised backgrounds.

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Twitter--a place where he mischievously replies to fans 

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Twitter--a place where he mischievously replies to fans 

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On twitter, he often replies to fans' comments in a playful and funny tone, which can always raise global attention. He often uses Korean and easy English to respond to fans' care and jokes with casual and humorous tones that can be understood by worldwide fans.

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Baekhyun's cute cut in  drama Moon Lovers (2019)

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Baekhyun's cute cut in  drama Moon Lovers (2019)

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A huge part of the reason why many people watched this kdrama was for EXO's Baekhyun. He landed the role as the cute and energetic 10th prince Wang Eun，which was his small screen debut in the historical drama. As an idol-actor, he has also received both negative and positive reviews for his acting skills, with most comments admiring the singer-turned-actor for his apparent sufficient preparation for the role and understanding of his character.

This fan-edited clip highlights his cuteness and softness in the drama and consolidates his star image with soft masculinity.

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The Princes and Hae Soo (Funny cut) - Scarlet Heart Ryeo

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A video collecting Baekhyun's striking moments on stage (2019)

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A video collecting Baekhyun's striking moments on stage (2019)

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This fan-edited video clearly demonstrates that Baekhyun constant  professionalism in front of cameras as an idol. With the distinctive personal characteristics he has, he also always has that courage to  emphasise his strong points. Once the camera starts shooting, he  spontaneously changes into a camera-genic side of him. His live singing is very steady and his dance moves are very powerful. His performances on the stage are full of great energy, from the way he sings and dances to every little detail he does. Through this compilation, audiences can have a clear impression on his fierce and sexy stage appealing.

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He is a popular idol on and off stage, and because fans are demanding to interact with him frequently, he has opened three social platforms to communicate with fans around the world. Meanwhile, through publishing different contents on different platforms to conform to specific socio-political context and fans' tastes, his transculturally  hybridised image can be evidently enhanced.

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As an idol-actor, there is no doubt that he will receive both criticism and praise. While accepting these comments, he is constantly improving himself in order to gain recognition in this new field.

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Press release: EXO Baekhyun‘s first solo album has jumped to No.1 preorder spot on multiple sites (2019)

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Press release: EXO Baekhyun‘s first solo album has jumped to No.1 preorder spot on multiple sites (2019)

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EXO's Baekhyun is considered as one of the most talented singers among Kpop idols, but it wasn't until he released his first solo album that his solo ability was fully recognised by the world. A groovy R&B style highlights Baekhyun’s airy and velvety vocal styling. Lyrically, it’s about whispering love to one’s romantic partner while enjoying the moonlight from a posh residential area in Seoul. All the statistics demonstrate that he is a professional idol no matter as a member in EXO or as a soloist.

The press release frames him as one of the most successful male soloist in Korea with trustworthy official statistics and his alluring album cover, which all evidently prove his ability as a genius idol with impressive sexy masculinity.

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Fans all over the world call him "a genius idol", who has a huge amount of energy and potential inside his tiny body. Whether in team or solo performance, he can perfectly digest his different roles and accomplish his tasks excellently. This is his respect and passion for his profession, as well as his responsibility for and appreciation to his fans.

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Game live-streaming: A  qualified game anchor （2019）

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Game live-streaming: A  qualified game anchor （2019）

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Baekyun regularly live-streams a hottest game PUBG in the community. Whenever he plays games, he will try to let his fans have a good time because of his humor and mischievousness. His haggard face and disheveled hair are iconic to show his soft masculinity.

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[ENG SUB] 190509 Baekhyun SM Super Idol League (PUBG) #6

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He is very good at playing games, so he usually invites his fans to play the games live online. In this process, he will make jokes with them, sing songs and eat food to close the distance between them. As a new YouTuber, his videos are short by recording his daily routines that fans may interest in and the editing is interesting enough to satisfy fans' curiosity about his versatile masculinity.

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Baekhyun has a strong and unique sense and personal interpretation of fashion, which inspires him to produce his exclusive brand, become a hit at airport and the most attractive male idol with smoked eyed look.

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Interview with Baekhyun discussing his inspiration of this newest collection with Privé and Kpop influence in western culture (2019)

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Interview with Baekhyun discussing his inspiration of this newest collection with Privé and Kpop influence in western culture (2019)

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"Be humble and be fearless" are two concepts that he wants to deliver. Also, he wants to use these positive messages to connect the world together.
As a member of EXO,  he perceives music as a common language and wants to do better to expand the influence of Kpop to the world.

In this interview, his dressing and mature answers strongly suggest his metrosexuality as a fashion leader.

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BAEKHYUN at the Privé Alliance Fashion Launch in Los Angeles, California

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As a new Youtuber, Baekhyun recorded his daily life  (2019) 

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As a new Youtuber, Baekhyun recorded his daily life  (2019) 

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In the nine months since he opened his Youtube account, he has already attracted over 2million followers.

In one of the most viewed videos, Baekhyun records his daily life, including going to the gym, which is one of the demonstrations of self-discipline as a Kpop idol; going to the hair salon, which is also to show his fans his best look; going to record a show and interact with fans online with naughty tones, which can be considered as a platform for fans to know his versatile star image.

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백현이의 브이로그 (날씨최상/잠시산책/운동/배그/거들먹/빗앤붓)

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Appointed by Privé as its co-creative director, Baekhyun has created a six-piece collection for his first drop. His ideal dressing principle is streetwear that could be laid-back, cozy and trendy,  so he successfully merged his idea into this fashion brand with raising huge attention.  This was the first magazine cover he shot for promoting his collaborative brand.

Dyer (1979, p. 60) stated that promotion is the most straightforward among all the media texts that can effectively construct a star image. In this way, the Vogue cover can be considered as a means of promoting Baekhyun’s fashionable image, which is a continuity and expansion of his metrosexuality.

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                       Unpredictable versatility of Baekhyun's  star image...

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                       Unpredictable versatility of Baekhyun's  star image...

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1. Hybrid Masculinity-----Metrosexual; Soft masculinity; Fierce and sexy manhood

2. Authentic, Extraordinary/ordinary

3. Transcultural exporter