Michelle Wie, It is All About Image

The Chosun has a pretty good article today about the image consultants that are hard at work cultivating the teenage golfer’s brand image:

Her Korean-ness also plays a part. Despite her American nationality, when Wie answers questions asked in English in her not-so-fluent Korean, and when she introduces herself by her Korean name Sung-mi instead of Michelle, hearts here melt.

Wie stressed that heritage during last week¿s visit. In contrast to a visit three years ago when she spoke both in English and Korean, this time she several times asked to be called Sung-mi. It seems part of an emerging strategy that saw her offer greetings in Japanese when she went to Japan for the Casio World Open last November and endear herself to locals by saying she likes sushi and Japanese noodles. An advertising professional says a surname like Wie will also go down well in China.

Her girlish image is grist to the mills of a marketing industry infatuated with youth. Meeting the press, Wie recited a string of Korean dramas and movies she claimed to love and confessed to dreams of meeting such idols of Korean teenagers as Chang Dong-kun and Lee Joon-ki. Another image consultant expressed doubt Wie had actually seen the soaps.

But Wie has 20-strong team of handlers. Her agency is William Morris, with 108 years of marketing the famous behind it, two of whose staff came along on the trip. Her image consultant David Lipman also does what he can for Angelina Jolie. They are joined by six lawyers, a nutritionist and a designer or two.

I do have to say that all those consultants are doing one heck of job promoting someone who has won nothing yet. The hype around Michelle Wie reminds me so much of the former hype that followed Russian tennis player Anna Kournikova and look how far that got her.