With ‘exotic’ looks, Uygurs find opportunities in the entertainment business

Uygur faces are finding their way to movie screens, phones, and billboards across China. Members of the ethnic minority group have facial features that Chinese brands have deemed “attractive,” creating opportunities for talented Uygurs to break into the entertainment business as singers, models and TV stars.

One of the most famous Uyghur stars may be Dilraba Dilmurat, an actress who starred in the popular series “Swords of Legends”, and who played the lead role in the drama “The King’s Woman.” Fellow Uyghur actress Gulnezer Bextiyar was recently named a Fendi brand ambassador – the first Chinese ambassador for the luxury brand.

Dilraba Dilmurat

Gulnezer Bextiyar

Like other Uygurs, both Dilraba and Gulnezer hail from the Xinjiang Uyghur Autonomous Region. Located at the northwest edge of China, the region is home to the largest population of Uygurs. The ethnic group has Turkic roots and speak a language that’s more similar to Turkish than Mandarin. Their script is derived from Arabic and their physical appearances resemble central Asians more than the Han ethnic majority that make up China.

Dilraba Dilmurat

Gulnezer Bextiyar

Demand for men and women who share the same Eurasian characteristics as Gulnezer have been on the rise lately according to Dengyang Liu, founder of Fun Models, an online platform that connects models, actors and photographers to Chinese clients. Though he cautions that Han Chinese still far outnumber the number of Uygur models, many of his Chinese clients are “looking for a face that have some Asian characteristics, but also have some kind of white Europeanness to it.” 

Uyghur model Parwena Dulkun has found success with brands in China

Parwena Dulkun

What’s driving this demand? For Dengyang, it’s nothing new. He likens it to patterns he’s seen in other Asian countries, especially as cities become increasingly cosmopolitan. “Hong Kong, Taiwan, S. Korea, even Thailand…basically, faces with mixed Eurasian features were used as a symbol[s] of a changing fusion trend in aesthetic standards,” says Dengyang. 

Gulnezer Bextiyar

Gulnezer Bextiyar

The power of the purse

In many ways, the shift in beauty standards correlates to a rise in purchasing power. Increased disposable income is a calling card for international brands looking to take advantage of the new market. The brands bring their own standards for beauty, revealing the Western bias in defining beauty, even in local cultures.

China’s first-tier cities have grown at breakneck speed in the past few decades, creating a new generation of Chinese with disposable income and increasing exposure to international standards of beauty. Consulting firm McKinsey has dubbed this new middle class “Generation 2." Born during China’s period of economic reform and opening up to the world, this generation accounted for nearly 15 percent of urban consumption in 2012. This number is expected to rise to 35 percent in 2022. 

According to survey data from McKinsey, the "Generation 2" group of Chinese consumers are the most Westernized to date / source: McKinsey

A 2012 McKinsey survey of this group found that “this generation of Chinese consumers is the most Westernized to date.” In terms of consumption habits, Generation 2 respondents were more likely to be loyal to brands, view expensive items as “better”, and get satisfaction out items that signify better taste or higher status.

As this generation’s spending habits mirror those found in the West, foreign faces have also become more common in Chinese media. Chinese audiences are accustomed to seeing “more international-themed faces or stories… even the 'zhibo' video stuff that’s been popular in China in the past two years,” says Dengyang.

Dilraba Dilmurat

Dilraba Dilmurat

We don’t have to look far to see other examples of the same experience. In the past four decades, S. Korea has seen explosive growth, joining the trillion-dollar club of world economies in 2004.

The 1990s spawned K-pop, one of the most influential factors in shaping the country’s beauty standards. As Patricia Marx from the New Yorker puts it, the K-pop phenomenon “shapes not only what music you should listen to, but what you should look like while listening to it.”

Many of the K-pop stars share similar characteristics: fair skin, double eyelids and a small face. Koreans go to great lengths to replicate these looks, as the country has one of the highest rates of plastic surgery in the world. Though some argue that these procedures produce beauty results that are universally appealing, these are also the same beauty standards that dominant Western culture.

Dilraba Dilmurat

Dilraba Dilmurat

Dilraba Dilmurat

Dilraba Dilmurat

Gulnezer Bextiyar

Gulnezer Bextiyar

Gulnezer Bextiyar

Parwena Dulkun

Parwena Dulkun

Parwena Dulkun

Parwena Dulkun

Parwena Dulkun

LAS VEGAS (AP) — The world’s largest tech showcase does not come without theatrics. Innovations and gadgets like a lollipop that sings to you as you consume it, a laundry-folding robot and a “smart” LEGO brick have stolen the spotlight so far at CES 2026. But underscoring this year’s programming is a strong focus on an industry that relies on a similar theatrical flair: entertainment.

More than 25 different panels and events related to the entertainment industry are on the schedule in Las Vegas, focusing on both the traditional studio side of the industry and the digital side driven by content creators. The programming has posed questions about the cinematic capabilities of AI, how advertising has been impacted by AI and the role the burgeoning creator economy plays in the larger entertainment landscape.

Artificial intelligence has long been a sticking point in Hollywood, and many creatives in the entertainment world have been reluctant to embrace the rapidly evolving technology and AI-powered tools. Outrage ensued when Tilly Norwood, an entirely AI-made character, debuted as the first “AI actor” in the fall. Questions about copyrighted characters, images and materials still loom large in conversations about AI. But many speakers in CES programming were optimistic about how the technology can be beneficial, and how AI could be used to help artists harness their creativity rather than stifle it or replace it.

“The tools that we create have unlocked something in us. It’s kind of flattened that bar in terms of what storytelling can be because anyone now can be a storyteller,” said Dwayne Koh, the head of creative at Leonardo.ai, during a Monday session on AI and creativity. “It levels the playing field, but it also makes it easier for people to tell stories that they always want(ed) to tell that they never could have the opportunity to tell.”

Others were quick to point out that Hollywood’s panic over emerging technology is not new.

“When we launched Photoshop in the ’90s, we were also getting pretty angry phone calls from creatives saying that we were destroying craft,” said Hannah Elsakr, Adobe’s vice president of generative AI new business ventures, at a Monday session focused on advertising.

“We’re in early days with AI. I’m not advocating for more cats jumping off diving boards in your feeds. I think it’s about high creativity and so the director, the artist, the actor is going to drive the high quality,” Elsakr continued. “Think of AI as another tool in the toolkit to make you drive that forward.”

Many conversations also centered on influencers and the growing legitimacy of internet-native creators and content in the traditional entertainment industry. The efficiency with which these creators work, sometimes because they are using AI-enabled tools, was a prime focus among many speakers.

Brad Haugen, the executive vice president of digital strategy and growth at Lionsgate and 3 Arts, said traditional media companies should welcome opportunities to work with creators and embrace their importance. “We have, potentially, the next great filmmaker, the next great TV showrunner, the next great digital entrepreneur,” he said. “Creators are not just there to market products. They’re not just there to do internet stuff. They’re actually the next Spike Jonze and the next Sofia Coppola.”

More entertainment-related programming is scheduled for Wednesday, with many sessions coming out of Variety’s Entertainment Summit at the showcase, including panels with leaders from Netflix, Disney and Warner Bros. Discovery and actor Joseph Gordon-Levitt.

In addition to formal programming, a host of entertainment-related products and services are on display at CES. An array of impressive televisions with advanced features, AI-powered smart headphones, a “stringless smart guitar” and even a “sound chair” that has built-in audio were among the innovations aimed at bringing AI and advanced tech to entertainment consumers.

Amazon also announced the rollout of Alexa.com this week, bringing its AI assistant to the web with a host of new features, including personalized movie and TV recommendations. It’s one of many features designed to enhance at-home viewing, including the previously announced feature that enables Alexa to jump to a specific scene you’re searching for with just a simple description.

Angela Gozenput of home appliances and solution marketing and Aaron Westbrook of media entertainment and solution marketing, talk during an LG Electronics news conference ahead of the CES tech show Monday, Jan. 5, 2026, in Las Vegas. (AP Photo/Abbie Parr)

People walk past screens at the LG Electronics booth during the CES tech show Tuesday, Jan. 6, 2026, in Las Vegas. (AP Photo/Abbie Parr)