Lately, the author has noticed a surge in news coverage related to 'Nepo Baby' in both newspapers and mobile videos. This term refers to the offspring of celebrities in the entertainment industry. Since the 80s and 90s, there have been many second-generation stars in Hong Kong who followed in their parents' footsteps and became artists, such as Rosamund Kwan and Nicholas Tse. Hollywood has an even more widespread occurrence of this phenomenon, with Angelina Jolie and Robert Downey Jr. being among the most familiar examples.

When it comes to the most sensational nepo baby in recent years, there's no doubt that Kimura Mitsuki (Kōki), the daughter of Japanese entertainment industry giants Kimura Takuya and Kudo Shizuka, takes the spotlight. What's so remarkable about her? Well, first of all, both of her parents are at the top of their respective fields - Kimura Takuya is a king of Japanese TV dramas who remains active to this day, while Kudo Shizuka was a legendary singer in the 90s. When they got married in 2000, it caused a sensation, so it's no wonder that their daughter's entry into the industry has also been making waves.

Furthermore, Kimura Takuya is known to be very protective of his two daughters, which has made the public very curious about them and indirectly increased their newsworthiness. In fact, many managers and clients have already recognised their potential. The younger daughter is only 15 years old and her debut under her parents' name was a complete surprise, given her previously private lifestyle. It was like a thunderbolt from the blue.

Therefore, when Kōki made her debut, she was already a successful brand that required no advertising, and thus she represented the perfect way of maximising the brand value of being a nepo baby! Indeed, with her father's striking looks, her mother's gracefulness, and her tanned complexion, Kōki was already a budding star.

The next step is to ensure her continued growth after winning the starting line. As a newcomer, her primary objective is to increase her exposure and build her fame. However, since Kōki is still young and has not released her own songs or starred in any movies yet, she has to pursue an alternative path - becoming a brand ambassador.

Brands take into account not only the popularity of an ambassador but also their alignment with the brand image when inviting them to collaborate. Despite lacking experience in film, television, or music works, a 15-year-old girl with a second-generation celebrity background has managed to attract the attention of numerous brands. This is largely attributed to the impact of her second-generation celebrity status and resulting fame.

A closer look at Kōki's list of endorsed advertisements reveals that she has a very clear target audience in mind - working women in Tokyo, Japan. These ads cover a diverse range of product categories that are essential to the daily lives of these women, including luxury jewellery from Bvlgari, cosmetics from CHANEL, beverages from BODY MAINTÉ, mobile phones from Samsung, sportswear from FILA Fusion, and fashion from Diamond Dazzle, among others.

Kōki's agent has curated a young, trendy, captivating, and multifaceted image for her, incorporating the refinement of Bvlgari, the sophistication of CHANEL cosmetics, the poise and grace of Diamond Dazzle, the stunning brilliance of Samsung Galaxy S10 (with advertising-styled shots photographed by Mika Ninagawa), the youthful vitality of FILA Fusion, and the pursuit of dreams from BODY MAINTÉ. These elements are seamlessly merged to construct a versatile image that is both lively and composed.

To be honest, this is a rather conventional image for a young idol, without many individualistic features. Currently, Kōki is a student at Tokyo International School, and her mother, Kudo Shizuka, has stated that she only permits her to engage in modelling and advertising work. Personally, I am eager to see Kōki develop into a more unique and individualistic artist, as the allure of being a second-generation celebrity will not last indefinitely.