



By Dong Sun-hwa







Korean national football goalkeeper Cho Hyun-woo, rated the team's best player at the 2018 World Cup in Russia, is now leading "football hallyu" in China with his style and make-up.







There has been a flood of questions on websites and social media in China about Cho's BB cream and hair wax.







Chinese media outlet Fenghuang Sports said Cho's hairstyle and milky-white skin that stayed perfect during the 90-minute games, was one of the eight mysteries of the 2018 World Cup.







The inquiries and comment are a sign of the growing interest in men's cosmetics in China.







According to QQ Data in China, more than 40 percent of Chinese men born after 1995 enjoy wearing make-up, with about 20 percent using BB cream.







The head of promotions for Cho's team, Daegu FC, also revealed that Chinese cosmetic firms were particularly interested in Cho.

