“There's a one-day store manager here too?” This May Day holiday, “one-day store managers” could be seen everywhere—milk tea shops, clothing stores, and even in Huawei experience stores with a strong tech focus, there was no shortage of high-appearance “store managers” on duty.

Posts like “Who is this handsome store clerk at the Hefei Huawei store?” and “I ran into a one-day store manager and I'm happy again” are all over social platforms such as Xiaohongshu, Weibo, and Douyin, and some people in the comments ask, “Will the handsome guy still be here tomorrow?” Many netizens also joke: “With looks like that, I've got to spend some money.”

As the “commercial war” among offline stores reaches the stage of using handsome men and beautiful women to “entice” consumers, the “one-day store manager” is being replicated over and over.

Whether it's celebrities and influencers, high-appearance KOLs, or ACG cosplayers, whenever they appear at offline stores to take part in one-day store manager events, they attract many fans or passersby to take photos and check in, which are then shared on social platforms like Xiaohongshu, bringing wider “breakout” exposure.

However, as “one-day store manager” events start to proliferate, different voices have begun to emerge. Stores are packed with fans coming to check in, and for passersby like Xiaoxing who are indifferent to influencers and celebrities, “it's a bit annoying. If they want to hold an event, they can find a dedicated new venue. They're not professional staff either, and it really affects the experience of ordinary consumers.”

Indeed, for these “one-day store managers” who have not received professional store training, experiencing the “one-day store manager” role is less about working to serve consumers and more about “performing” with their looks.

Behind the “one-day store manager” events, it is in fact still the same old formula of influencer check-ins and the attention economy. As more and more brands and influencers rush toward the “one-day store manager” model, and consumers' attitudes shift from initial curiosity to taking it for granted and even feeling somewhat averse, where should this business go from here?

Celebrities? Influencers? Who is the real “top seller” among one-day store managers?

“Face to face with your favorite celebrity” was the biggest selling point when one-day store managers first emerged.

Originating in Japan's fashion circle, the “one-day store manager” model initially mainly took the form of brands inviting celebrity endorsers to become “temporary store managers.” Celebrities would personally serve fans in-store to create traffic spikes, directly converting fan economy into brand product sales.

Thanks to the flourishing of Japan's anime, film, and television industries, this model was later replicated in ACG circles. Brands would invite cosplayers, voice actors, and other crossover guests to join, letting fans encounter “2D characters” in the 3D world and attracting fans' attention, photo check-ins, and in-store spending by “breaking the dimensional wall.”