Comic-turned influencer builds alter-ego empire -- and accidentally tanked luxury outerwear trend
Pull up "Hot Issue Ji," comedian Lee Su-ji's million-subscriber YouTube channel, and you might assume you've stumbled onto a collective run by an entire comedy troupe. Scroll through the last few months of uploads and the sheer variety is disorienting -- not just different characters, but entirely different visual universes, down to the fonts and emoji choices in thumbnails.
One video features "Estrogen Girl Sooji," bathed in pastel pink, delivering a meticulously curated daily vlog so polished and vacuous it borders on performance art. Another introduces the chatty owner of "Rendezvous Beauty Salon," a dyed-haired auntie stylist who's all brash friendliness and unsolicited life updates -- the kind every Korean remembers from childhood trips with
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