by Kristi Lanier
May 2009

Rose Zhang got into child modeling on a lark. When she and her family moved to Shanghai in 2004, she saw an ad for child models –an export company was making their catalog for inflatable swim toys. It sounded like something different and her kids were willing, so they went to check it out.

“We didn’t know any agents, didn’t know what we were doing,” Zhang says, recalling that first job. “They gave us 2,000 RMB for both children for the full day. They just put them in the pool with swim toys. The kids were happy about it.”

Zhang’s son, in particular, loved the work. Her daughter, on the other hand, lost interest. Since that first job in the pool, her son has modeled steadily and Zhang has become a local resource for information and advice on child modeling to expat moms. So much so that she recently started her own Yahoo group – Shanghai Kids Modeling Club.

“I’ve known the agents for years and I know who’s good and who’s not,” she says. “I just created this group to give advice, support and post opportunities from good agents.”

She’s putting together a database of child models with photos and model ID numbers and serving as a clearinghouse for opportunities as she hears about them from agents. It’s not paid work yet, but Zhang says if it keeps growing she might parlay it into an agency. But “as long as that money is not cut from mamas and kids.”

Here she answers all your questions on the child modeling industry in Shanghai.

What kind of work is available for expat child models here?

Most of the jobs are print ads and the biggest opportunity is in children’s clothes. International brands like Disney manufacture and sell here. And there are many local clothing brands, too. Other opportunities are in toys, food, restaurants that target children/families, furniture, accessories. Basically, there are so many manufacturers that want to create the image of a family. For example, my son shot for Buick when they had a new family car coming out.

What sort of “faces” are advertisers looking for? 

Honestly, for the local and international catalogs, Caucasian or Caucasian mix will have the best chance.

My child has never modeled before. Does he really have a chance of getting a job?

There are a lot of jobs, but you’re right – it doesn’t mean you’ll get them. Of course, if they’re cute, they’re popular [with advertisers]. But sometimes they need personality. They may need energy for a soccer ad, for example. Generally, open, happy personalities will do better. For kids, modeling is more about the personality and the height.

I’ve heard a lot of modeling agencies are just scam operations. How do I know I’m talking to a real agency?

Agents are always trying to get a new face. But don’t trust just anyone who stops you on the street. People have stopped me and said, “Your kid is so cute, fill out this form.” Then they ask for a small fee to “put you into our database.” Sometimes it’s as little as 10 RMB. But you don’t get any jobs or auditions. They’re hitting on any kids on the street and they make good money at this.

Another one is they tell you they need portfolio photos to send around to clients and they can connect you with a professional studio at a discount price. I never went to a studio. You can if you want to, but you don’t have to. I took the photos myself.

Never pay a penny in advance to any agent. Legitimate agents make money from introducing you to a job. They’ll ask you for photos, but they won’t send you to this studio or that studio.

What sort of portfolio photos should I prepare then?

Generally, you’ll want three to 10 shots including one from the front, at 45-degree angle, side face, full body, side body, and photos to show your child’s personality. Once you’ve done some modeling jobs, try to get copies of the catalog through your agent.

What’s the typical fee for a modeling job?

For a new model with little or no experience, the market price is 150 RMB/hour. For an experienced child, it’ll be around 200–250 RMB/hour and can be even more. International brands will generally pay more, but they’ll be more discerning. Local brands just need a foreign face and they’ll pick the cheap one. These fees are what the kids will take home which means the agent has already taken their commission. They’ll pay by the hour from when they start putting makeup on.

What do you do with the money your child makes?

Most moms put it into college savings accounts.

What is a typical modeling job day like? What should I be prepared for?

It’s usually one to four hours shooting time. It’s difficult to keep kids concentrating on modeling after four hours. Very seldom with kids do they go over one day. For kids older than 7 or 8, the shoot will be on the weekends with some exceptions. For younger kids, it’ll be during the weekdays as it’s easier to take them out of kindergarten.

The agent will take care of all the details. They’ll give you free lunch – mostly fast food like McDonalds or KFC. For me, they’ll bring me Chinese food if I ask. They’ll give you drinks (water, soda). I tell moms to bring your own drinks. You might get there at 9, but they can’t get ready until 12. You need to keep your kids drinking. Bring snacks – chocolate, some kind of sugar to keep them up when shooting starts. When kids are full and not thirsty, they’re more cooperative. Bring toys, books, scrap paper, crayons.

Most kids are too young to make a conscious choice to get involved in modeling. So getting involved in modeling is really at the parent’s initiative. Does it feel like you’re “selling” your child? How do you make sure you’re not pushing your child into anything? 

You child has to be happy doing it. That’s the key. For my son, this has helped build up his self-esteem. He’s had positive experiences. For his first modeling job he was playing in the pool. The next was for a milk powder and they made a special red suit for him. He was very proud of himself. I tell my son, ‘If some day you’re bored and you don’t want to do it anymore, I’ll stop this.’ It should be a positive thing. So far, he enjoys, so I’ll let him do it.

How do you help your child deal with rejection?

It’s the attitude. My son is experienced, but sometimes he gets turned down. It all depends what image they need. He accepts that he’s not going to get that job every time. It’s a good life lesson for him.

But I think it’s hardest for the mom. They can be so enthusiastic. They’ll think their kid is the best and cutest. When you give your kids the opportunity – what do you want? It’s just the experience, the opportunity to build up confidence. It’s a precious memory. If you get rejected it’s because you’re not suitable for the job or the job isn’t suitable for you. I think that’s a good lesson you can teach.