#trending: Teen who went viral over S$80 'luxury' Charles & Keith bag receives endorsement offers, but expert warns empathy could ‘backfire’
Published January 13, 2023
Updated January 13, 2023
(Left) Zoe Gabriel and her father visit Charles & Keith's headquarters in Singapore on Thursday (Jan 12). (Right) Zoe unboxes a barbeque and steamboat grill as part of a TikTok video in partnership with PowerPac and two hawker stalls.
Ms Zoe Gabriel, 17, has received a flurry of sponsorship and endorsement offers from brands after her TikTok videos went viral earlier this week.
The teen was mocked by some for calling a Charles & Keith bag that was gifted to her by her dad as a 'luxury' item.
Zoe and her father were invited to Charles & Keith’s headquarters in Singapore on Thursday (Jan 12) where they had lunch with the brand’s co-founder Keith Wong.
Several local brands have jumped on the bandwagon, with endorsement offers from food to skincare.
However, one marketing expert warns that too many brands doing so may seem exploitative rather than truly compassionate.
