Niuer is a household name, especially in his home country of Taiwan, where everyone refers to him as the "Beauty King". The name "Niuer" has been voted #5 on the 2006 Taiwan Yahoo top 10 shopping brands, surpassing some such as Sony, Apple, Tiffany & Co, and other well-known international brands. In 2008-2010, the brand was favoured by over a billion online users in China.