On May 22, she unveiled her first e-commerce live-stream experience on Xiaohongshu. The marathon event, which spanned nearly six hours, showcased close to 200 products.

According to official data from Xiaohongshu, the event’s Gross Merchandise Volume (GMV) surpassed 50 million yuan (almost US$7 million), attracting over a million viewers and selling out 57 products.

Inside the fabulous life of Elly Lam, Hong Kong heiress and ‘It’ girl

Her appeal to netizens appears to stem not from the affordability or discounts of the products she shows off, but rather from her serene demeanour and meticulous attention to detail when explaining the unique features of each product.

For instance, while introducing an eyeshadow palette, she intriguingly correlated the colours with romantic elements from Renaissance art works, such as a fairy’s hair, oranges in a tree, a flowing gown and a fluttering veil, expressing herself earnestly and gently.

Who is Teresa Cheung?

Some might, unfortunately, associate Cheung with such negative labels as “gold-digger” or even “adulterer” due to media portrayal. The ex-wife of Hong Kong singer Kenny Bee, often referred to as “B’s sister-in-law”, faced various scandals, including Bee’s bankruptcy, their divorce and her involvement with another wealthy businessman.

Meet Fion Hui, Hong Kong’s hot new high fashion darling to watch

These incidents magnified Cheung’s infamous reputation. Yet the socialite-turned-actress never sought to appease anyone and remained steadfast, paving her own path with her avant-garde style.

Even amid rumours of lawsuits and debts of up to HK$250 million (or US $32 million, but the equivalent value today would have been even greater), per Today Online, she continued writing for local newspapers and magazines and even opened a boutique in Central, Hong Kong, curating branded clothing from around the world for her customers. This endeavour marked the beginning of her sales career

Wyman Wong, Cantopop lyricist and fashion critic, once noted, “Any brand that Teresa Cheung mentions in her column always sells exceptionally well, ” per Jiemian.

Leading the trends by abandoning them

Cheung’s unique fashion sense not only charmed Wong, but also captivated esteemed local author Nee Yeh-su (Yi Shu). In her early novel The Story of Rose, Yi Shu actually based the character Rose – brought to life by Maggie Cheung in the 1986 film adaptation – after Cheung.

Most popular K-pop star on Instagram is now Blackpink’s Lisa

Yi Shu’s portrayal of Rose as “beautiful and unaware of it” echoes Cheung’s self-deprecating description of herself as having a “lazy and gluttonous look”, she shared during a 2001 TV interview on the Super Celebrity Talk Show by ATV.

In further homage to Cheung, Yi Shu penned a prologue for her book in 2000, observing, “She has a taste that is a level beyond fashion trends. It’s strange that whatever is fashionable at the time has nothing to do with her, she has her own style. To truly be a trendsetter, one must first have the audacity to disregard the current trend.”

Cheung’s distinct aesthetic and fashion philosophy may well be the secret behind her enduring online popularity, even now that she’s in her 60s. Her audience always appears captivated by her unique perspective – and they equally appreciate her discernment in identifying and showcasing high-quality products.

Hong Kong star Gillian Chung’s stylish wardrobe, from Prada to Bulgari

Everything you like now, she liked 20 years ago

What you appreciate now, Cheung already appreciated 20 years ago. Her influence in fashion goes beyond her personal style – her profound understanding of brands adds weight to her words.

Cheung also shares her timeless approach to fashion on the platform, dispensing pearls of wisdom like: “I don’t distinguish between old or new in fashion, only what I like or dislike.” She appreciates having grown up during a fashion golden age, she shared, witnessing the evolution of many brands.

Peek inside Victoria’s Secret’s first Chinese collaboration, with Rui Zhou

Few are discerning enough to differentiate the good from the bad in the realm of luxury but Cheung, with her insights and understanding, brings something special to the table.

“We don’t need a lot, we need the best”

Cheung’s academic background in art history, philosophy and English literature has influenced her approach to fashion and aesthetics too. Sharing on Xiaohongshu, she says, “What we have now stems from my favourite subject, aesthetics. We don’t need a lot, we need the best. Life is tiring enough; finding good things that make us happy is a way of life.”

In an era of intelligent luxury, the quantity of one’s wardrobe is less important than the quality. The old game of competing to outdo each other in terms of extravagance and price tags is outdated, not to mention that cost doesn’t necessarily equate to quality. The true measure of taste in luxury is the ability to select the finest – something Cheung knows all too well.