For a content creator, there are few drugs as potent as the serotonin rush of K-pop fan engagement. Whenever I release a report that features a K-pop star on Style Analytics, my Substack devoted to fashion trends, I know that the comments and shares are about to explode. The same phenomenon appears to be evident in the luxury fashion market. Take last year’s Fall-Winter season, when Dior reportedly generated $88 million in earned media value (E.M.V.) on Instagram and $51.6 million on Chinese social media platform Weibo, thanks to partnerships with Asia Pacific talent such as Orm Kornnaphat, Lingling Sirilak Kwong, and Blackpink’s Jisoo. The engagement spike feels great—at least until you glance at the comments and realize that almost all of the attention is on the stars rather than the brands they’re promoting.