Asian superbloggers became a visible presence in the digital fashion media economy during the second half of the 2000s, but the conditions that facilitated their rise were in place decades earlier. The introduction describes the broader context of the Asian superblogger phenomenon, beginning with the globalization of Asian cute culture in the 1980s; proceeding through to what is popularly referred to as the Asian moment in fashion, marked by the rapid growth of luxury markets in parts of Asia in the midst of the Great Recession; and to the increasing centrality of social media in fashion commerce. The introduction explains how the reorganization of global consumer capitalism around Asian commodities, consumers, and tastes structurally advantages as well as disadvantages English-speaking Asian personal style bloggers. It further shows how the work context of this new ideal racialized labor force is different, but not entirely disconnected, from that of an earlier formation of Asian fashion worker, the garment worker.