Ep. 148: How this Asian Influencer is able to make his passion into profession with Leo Chan
In this episode, I speak with Leo Chan who is a Men’s Style & Travel Influencer based in NYC. He started Levitate Style with his girlfriend Alicia in 2014 to share their passion in fashion, travel, and photography.
They quit their full-time jobs 4 years to travel the world for 5 months on a World Cruise Brand Ambassador project. Leo has been featured in GQ, Forbes, Men’s Health, and CNTraveler.
Leo uses his platform to share his journey going from Immigrant to Influencer, Finance to Fashion, all while doing it in style and representing the Asian community.
Listen on to find out how Leo is able to make an impact as an Asian Influencer.
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Hey everyone! Thank you so much for joining me. I’m so excited to be here with Leo. Hey Leo. How are you?
Hey! I’m doing great. Thanks for having me.
Thank you so much. Before we get to all of your incredible tips, can you tell us a little bit more about you and why you live an offbeat life?
Yeah, of course. So I’m Leo Chan of Levitate Style. That is my Instagram, blog name. I am a men’s fashion and travel blogger based here in New York city. I’m an immigrant and I’ve gone from finance to fashion and travel around the world and now I get to work from home.
Well, this is an interesting time, right?, ‘cause as of right now, we’re all in quarantine here in New York city. And before Leon I did this interview, we were talking about how crazy it is because New York city is on a lockdown and we’ve never seen it this quiet before. So it’s a very interesting time to be in New York City as a resident.
Yeah, it’s pretty crazy. All the touristy places like Times Square are just empty. So it looks like a straight out of a movie scene kind of crazy.
It’s very apocalyptic. It’s kind of cool and scary at the same time.
Yeah, but at least the best part is the only thing we really have to do is stay home and stay away from people – that’s the most important part. At least it’s not crazy like in a movie.
Yeah. There’s no looting yet. Hopefully, crossing fingers, that doesn’t happen. Honestly, I feel like we’re all trying to store and stock up as much food as we can but I see that the stores are all getting restocked. So, tha’ts a good thing. Thank God, we don’t have to worry about that right now.
Yeah, that’s for sure.
Your story is really interesting, Leo, because, as you said, you went from finance to fashion and you are also an immigrant. So I know for myself, I’m also an immigrant from the Philippines, there’s a huge expectation from us, right? Before I did this, I was a therapist and before you did this you were in financing that was kind of a big thing for our family. I’m sure for your parents that you were able to do that.
But then to leave it, what was that transition like? Because I’m pretty sure… I mean, I guess I’m coming from my background and my experience. My parents were just like, “What are you doing with your life?” How is that for you?
Yeah. Well, let’s go back a little bit. I’m actually born and raised in Hong Kong and I moved to nearest city in Queens when I was ten. A New Yorker here, I grew up here. And I think growing up, yeah, there was kind of expectation from our Asian parents, like that generation, to have this “American Dream”, right?
Like, “We all came all the way here for you to get a good education, to get a good job.” Honestly, growing up, I didn’t really love school, but I figure if I’m going to go to college, and I was the first one to go to college in my family, I got to study something that I can make money out of and I think that was a lot of people’s goals.
So even though I didn’t love accounting, I picked accounting in business because probably you get out of that with the degree and you can get a job. So, out of that, I worked at Morgan Stanley and Barclays, I was doing that for about five years.
That’s when my girlfriend and I started this side hustle with this fashion blog called Levitate Style. And at the time it was just really just a side hustle, we go to work 9 to 6. Out of work, we go to events and network on the weekend. We show all our content and then, work out of the cafe.
When I showed this to my parents, they were like. “Ok. So, you’re a model now?” And I think for a while, to them, that was the easiest way for me to explain it because. to them, it’s just, “Okay, you look cool enough in an outfit,” or “You look cool traveling.” And I explained to them over and over that as an influencer, as a blogger, there’s so much more involved.
Like you’re the photographer, you’re a creative director, you are managing your own emails and negotiations, just learning how to start a blog – all these things. I told him, “I wish I was just a model, I don’t have to do all that work.”
So that was kind of the beginning of it. And then to go into full-time, the number one question I get a lot is like, “How do you make money?” And then the second question is, “How did you quit? How did you know it was the right time?” For us, it’s a little different, about like a year into Levitate Style, we’ve already started working with some brands and we start working with GQ. And then, we got like a once-in-a-lifetime opportunity to travel the world for 5 months as a brand ambassador.
And when I saw that I was like, “What? This is possible?” I didn’t even think that’s possible. And so we were able to do this project where we travel the world for five months. We visited like 50 cities in 27 countries. And when that came I was like, “Yeah, were quitting our jobs because I don’t know if this opportunity will ever come and if I ever made enough money, I wouldn’t spend it all on a trip like this.”
And so when I told my parents about this, they’re like, “Well, I can’t hold you back from a trip like this.” And I think over the years they realized I’m the one that chose to do accounting, I’m the one that pushed myself to kind of climb the corporate ladder and so they kind of understand and trust that I know what I’m doing. And at the end of the day, especially in finance, if I come back from this trip, I can always find another job. And so they really trusted my decision throughout this journey.
I love that. Our immigrant parents get this bad rap sometimes where its like, “Oh they dont support it.” I mean honestly in the beginning, yes, they kind of give you a little push back but at the end of the day, if they raised you right they know that you’re going to do what’s best for yourself and you’re not going to be starving on the streets. And like you said having a finance background, you’re always going to have a job at the end of all of this if you want to
Yeah, I think in the beginning I always explain to them that I have more of a business mindset like, yes, it was a hobby and like a hustle and a passion project in all that sense. But, also, in the bigger picture, I was really hoping to turn this into a full-time job, into a business.
Also, obviously, Asian parents, they love to hear about the numbers. So when I explained to them, “This is a sponsored post. This is a project here and this is x amount of money I’m making.” They’re like, ”What do you mean?” So I explained to them like, “This is one of those perfect examples of you have to work smarter not just harder.”
Theres just a few opportunities out there. And now, social media has given us this platform for Asians to excel. Growing up, we didn’t think this is for us at all. So I think it really is eye-opening not just for me but now, for the Asian community in general.
Also, kind of leading up to quitting my job, I got featured in GQ Magazine. So that was like a huge thing ‘cause one of the reasons I started the blog was to represent Asian Community especially Asian guys because you don’t always see Asian guys, honestly, like in a positive way if, at all, you see Asian guys in fashion, in magazines, in TV and movies, right?
So I was featured in GQ Magazine. It was like a three-page spread and I showed it to my parents like a hard proof ‘cause Asian parents want to see like hard proof they don’t want to see a photo on Instagram. I showed this hard proof and I think that was like another clicking moment that they’re like, “Okay. This is serious. This is something.” So I feel, like with Asian parents, this is the way to show them how I got through my journey.
Well, that’s really something that I think any parent does think of if we’re parents ourselves someday. Leo, are you a parent yourself or not yet?
No, not yet.
We don’t have any children yet so I can’t even imagine what it’s like being a parent and watching your kids, you feel like, “Oh no, they went through all of this education for it. And then all of a sudden it’s just being dropped.” So obviously you want what’s best for your children. So it’s understandable that you’ll get some sort of reaction.
But the way you did it is super smart and you’re definitely business-minded in that sense because you had an exit strategy and you had a real strategy, a business strategy throughout this whole thing.
When you finally decided that this was something that you wanted to do, you left your job, you had this incredible opportunity. After you came back from your trip around the world, how did you actually strategize this to make it into a full-time business?
Yeah. So before we went on the trip, I was already getting, honestly, maybe like two to three sponsors per month. So that was already like a good side hustle type of money and I figured, “Okay, if I go full time…” I was wondering, “Can I really scale this up? Would I be able to get 10 sponsors a month?” And just thinking about that kind of number
When I first came back, it was a little bit slow ‘cause we kind of came in midseason. And for people that know about advertising or influencer marketing there are seasons. I think like there’s quarter one, quarter two and that’s how usually marketing campaigns are executed. And so I kind of came in mid-quarter and saw a lot of the campaigns were already picked up.
So it’s not like I can just come in and get a sponsor post. The first month or two, it was a little bit slow and then once the brands and the PR companies I had networks with knew that I was back in the States, back in New York, my work started to pick up again. But that’s to say, really, like I have a good network to work with before leaving my job.
When you talked about agencies, how do you usually find those types of agencies to work with and how do you land your sponsorship deals?
Yeah. So I’ll say the first two years, even first to three years, honestly, is just a hustle and I tell this to everybody: when I first started I Googled everything. I come from a finance background, I have no idea what fashion industry.I know fashion from shopping and how to look good but I didn’t understand how the industry really works.
So I really just Googled “fashion PR agency New York city” and then I found a list of, I don’t know, the top 10, right? And I just looked on the websites, I signed up for the mailing list, I emailed them, I DMed them and it was good. This is like 5-6 years ago so it’s important to have a blog as your portfolio, as a place where you can show your work and not just your following on Instagram.
And so, the blog really gave me credibility to show what I can do. And I would send the samples of my work to these PR agencies. So the first year was really just like networking and if I got into one event, I would network with the people that’s in charge of the event and I met all the bloggers. So that first year was really like, after work, going to all these events, networking, and building up my network with all these brands.
So that’s kind of how I really built my way to the PR agencies and as you grow with your content and with your network, other brands will notice. First few years with brand collaboration, a lot of the same, honestly, like DMing brands, co-emails.
And I feel like this is one of those business things that sounds cliche but it’s so true: you could email 100 companies and like two will respond. And those are the few that you can build a relationship and you can get pay work from. But you have to put in the work, put in the hours to reach out to brands and this is also like 5 years ago.
So I think strategy has changed a lot. Five years ago, Uniqlo was doing kind of trade-for-trade content. They’ll send you free clothes but they will post your photo on their channel. So maybe back then, Uniqlo only had 25,000 followers but they are getting free content and now their audience is cross-promotion and they follow me back.
So early on, there’s a lot of brands that I was able to do this with and that’s how I kind of grew in the beginning.
So what about now? Have you changed up your strategy? And how are you able to grow with the industry and keep continuing to land these sponsorships and brand deals?
Yeah.Thankfully, now, I have filled the credibility of what I do. I’m recognized as one of the top men’s wear bloggers and so I don’t have to reach as much. A lot of times, the brands or the PR company are coming to me directly. And then, I also have a talent agency that has a manager that helps me going through negotiations and execution. So that helps me have a middle person to help me negotiate my rate.
It all depends on the brand: what they want for deliverables, how many sponsored posts, how many stories, if there are events involved, if there is an exclusivity. So, my manager helps me negotiate through all of that to get a proper rate. Buy yeah, brands just reach out to me now.
I love talking about negotiation because this is the one word that a lot of creatives, specifically, are very much afraid of. And I think that’s what we’re going to be talking about for our extended interview there, Leo, and you’re going to be giving us a lot of tips on that I’m sure.
Now, you mentioned about starting out and what you had to do in order to really make it. For somebody who wants to go into this type of industry, especially in the influencer-type industry and fashion, what are the things that they can do in order to stand out right now? Because everybody feels like there’s too much competition out there. What do you think will make you become more different from everybody else?
Yeah, for sure. So I always like to give people proper expectations. You have to understand a lot of these influencers have been doing this for the most part – 5 years now. A lot of the full-time influencers that’re killing it in the game, they’ve been doing this for five years. A lot of girl bloggers started like 10 years ago.
And so you have to understand that there’s really no overnight success in anything. One of the recommendations I always give people is, obviously, you have to find out what you’re passionate about. So,if it’s fashion, then you have to figure out a way to be different. Find a niche because now, there are so many bloggers out there. There’s just so much competition in a way.
If you think about influencer as a job then as a job market, how many people are out there working? And you can even think about this as a company. When Uber first started, there’s only one Uber but now, there’s so much competition. You have to think about the influencer job as a company in that sense. So how can you stand out from your competitors?
And I always tell people it doesn’t have to be fashion, it should be something you’re passionate about. So if it’s fitness, if it’s playing the piano, if it’s painting, like there are opportunities to turn that passion into a job in their profession but it’s just a matter of figuring out how that’s going to work out. So don’t force yourself into fashion if you’re not into it ‘cause you’re going to burn out. And I think that’s a really important point
Another thing, I always tell people to have quality over quantity. I think that’s very important in this day and age where everyone is putting out really high-quality content. And then once you can get used to a good rhythm of quality content then it’s just quantity over quality. So just a lot of quality content ‘cause you ‘re one post might be great but then when people come to look at your page and follow you they want to see that it’s not just a one-off, right?
That’s how I am too. If I see someone have a great video or great photo, I go to the profiles and, “Oh! Everything was just food and selfie.” It can all be the same but if you want them to follow, you want to have quantity over quality.
And last but not least, I highly recommend Tik-Tok at the moment because there’s just so much growth on Tik-Tok and you can still be true to yourself because the app is going to start to mature soon. So it’s not just going to be dancing, it’s not just the funny stuff. There’s already a lot of people grow as a fashion person, as a travel person, as a fitness person. So, if you’re doing something that’s interesting like painting and music you can really grow on there and that can also cross-promote into your YouTube channel or your Instagram page.
I love it and Tik-Tok is still fun right now. I remember when Instagram used to be fun.
Yeah. I’m having fun. Actually, we’re rewarding the creator.
Yeah. So now, Tik-Tok, you go there and it’s just having fun. You know when you’re having fun you create better content actually than when it’s all about algorithms and all of that. So I feel like we’re back to that again in terms of Tik-Tok. So lets have fun with it before it gets to where Instagram is right now.
I think Tik-Tok, in general, is just almost like the anti-Instagram right now. You can actually really stay on the app for hours and the fact that your video can actually go viral which is obviously a huge plus.
As a creator on Instagram, your content, sometimes, is not even being seen so that’s like very discouraging. But on Tik-Tok the videos,,right now, I think, the statistic is like 95% are on the explore page. And for me, I would even say I’m going hard at it, but I’ve been going consistently posting at least once a day. In like 3-4 months I’ve gone in thirty thousand. And I’m not posing the funny stuff either.
So, I think people who post all the funny stuff can get a lot of followers. But I’m trying to stay true to my brands, honestly, staying true to myself as well. I can’t dance, I can’t sing, I just want to be me and I’m going to keep posting fashion content and some of it has done really well.
And so it’s very interesting to see what you can do and Tik-Tok has matured a lot in 6 months. People are already getting sponsors, people got sponsored to go to Fashion Week which is a huge deal. You can’t say that about Instagram, it’s not like this within like six months of it going back. So a lot of the creators are already getting back and getting sponsors. So it’s interesting what that’s going to go.
Love the fact that, I think you’re right, we kind of needed something outside of it because honestly, for me, when I first started Instagram, it was really fun and I would post like everyday. And now with Instagram’s algorithm, I barely post once a week now ‘cause I’m just so fed up.
With Tik-Tok, because we’re in quarantine right now, I’m creating something super short and super fun. So now I’m trying to post every single day and I don’t even care if anybody sees it but it’s just so much fun. It’s like taking something especially as a creative – you want to be happy when you’re doing something. And I think that’s what makes a bit of a difference when it comes to Tik-Tok and like you said we’re more excited to do it and you get to be seen.
Yeah. What’s funny is some of the top videos have done well for me on TikTok. If it does well on TIkTok, it’s going to do well on Instagram. So, I reposted my TikTok videos on Instagram and guess what, people on Instagram love it.
And so I think, in general, our generation, our audience are getting really tired of the same old stuff on Instagram. you know. I really like what Gary V. has said, “We’re all doing the money shot. We know this works, we know this is the best thing, you know this will get the likes but we’re all getting so used to the same content over and over.” As a nice break to get something more refreshing, a little bit funnier, like break the mood especially during times like this.
So I like where TikTok is going for now.
That’s the keyword, “for now”. Lets see what happens.
Well, let’s have fun as much as we can.
So let’s talk about something that’s sure in your mind and in a lot of our industry’s mind – what’s happening right now in the world? Because, obviously, not only are we being affected by this epidemic when it comes to the health crisis but it’s also affecting our business as content creators in the travel industry even in fashion.
With you, Leo, a lot of the things that you do, you’re surrounded by people, you travel a lot, you’re out doing photoshoots even if it’s just in New York city. What is your strategy now? I’m pretty sure, because you’re very good at business and this is taking a different turn when it comes to our future, what have been the main things that are in your mind and what type of strategies are you going to be using for the future for even the next few months?
Yes. I think the good thing about what I’ve been doing prior to this happening the past month or even like this year in general my goal was to diversify more. Obviously, Instagram is my main bread and butter but the past year, I’ve been very consistent on YouTube with like one or two videos a week. So just kind of been building my YouTube channel just to have another resource out there and then, obviously, what I was saying with TikTok and go and be consistent on that.
And then the past few months, just starting to build out more of my speaking skills. So I would love to do more speaking at conferences and doing panels and obviously more podcast interviews like this. So really just diversifying my skill set so that if Instagram fails or if something happens with influencer marketing on Instagram, I can still do something else on different platforms.
So that’s already one thing that I was already doing right before this. Honestly, this whole situation with the virus is going to have such a big impact that I don’t think a lot of people, including us, know what to expect. So, hopefully, we’ll be able to stay put and stay consistent in building our own portfolio, in our own work and hopefully, we’ll see what is going to happen in like 3 months.
I think it’s interesting just like seeing what our society and companies are lacking during this time. So for example, a lot of companies that don’t have online presence, that don’t have a website or even restaurants that don’t do takeout or delivery. Things like that are showing what we need in the future, obviously, I think, more on the digital side.
Right now for some of my partnerships, fashion-wiese, are delayed because of production and of course, a lot of brands are paying attention to how the audience is reacting to all this – if this is the right time to advertise anything at all. This is an interesting time just to see how the marketing budget is being shifted.
But for the most part of me, I’m just trying to diversify work on different things. So once, hopefully, things go back to normal. I can work on different projects.
Diversifying is definitely the keyword there because we need to be able to create income in so many different ways and this is exactly the biggest reason why we need to do this because you never know what’s going to happen. And you know what guys, if we can weather through this we can weather through anything because this is a really big situation like you said, Leo, we dont know whats going to happen in the next few months within a year from now.
I’m optimistic. I think it’s going to go back again slowly but surely hopefully faster than we hope to do. In the travel industry, I know a lot of my friends are, and it’s really taking a hit even the website traffic alone is pretty incredible. And I know a few of them are stranded in places and you can’t go anywhere.
So, when you were traveling around, Leo, did you have any type of International Insurance when you are away?
No, actually, I don’t think I ever got any of that.
It’s really interesting, especially now, I think about this all the time because a lot of us, since we’re all really young, it’s easy to just kind of think to ourselves, “We don’t really need this because we don’t get sick, nothing really happens.” And when coronavirus or any of this stuff hits, obviously, nothing as severe as a coronavirus but things pop up for any type of reason.
Especially as a remote worker, it can be really hard to make sure that you have something as a backup in terms of health insurance. So I’m really glad that I partnered with Integra Global because they had the most comprehensive plans. There’s no headache if you want to find out different types of requirements. That’s why it is so great that they’re out there helping people especially in these times – it’s so scary.
They don’t ask their members to fill-up a plan because we don’t know what we’re going to need ‘cause who knew this was going to happen? It’s pretty crazy. Their insurance covers it all and everything is built-in. So, if you guys want to know more, check out IntegraGlobal.com and see how they can give you coverage that you’ll need and maybe some you never knew you would especially now.
I’m so glad that Integra Global is out there and helping so many people, not just remote workers but everyone that is stranded right now. So I’m sure all of us are going to be thinking about travel insurance from now on, after all of this stuff is behind us.
Now, Leo, let’s go back to 50 years from now and you’re looking back at your life, what legacy would you like to leave? And what do you want to be remembered for?
I want to be remembered as a positive influence in the Asian community. And I want to be remembered as someone that chased after his passion and really hustled and went for it and wasn’t stuck with a job I didn’t like – just doing things just for the money. and I think especially with what I’m doing, even in this social media space, to be able to represent Asian guys in a bigger way and contribute to diversity. I think that’s what I would love to be remembered as.
I also love what you’re doing, Leo, because you’ve mentioned this before: not many Asian men are being represented like the way you are representing yourself, right? Because honestly, there’s a lot of beautiful Asian men out there and we’re just not seeing enough of them and I think we should.
Yeah, I totally agree with that. When I was starting the blog, I was just thinking, “Wow, there’s really not that many Asian guys portrayed.” But I know, growing up in New York city, there’s so many Asians that we grew up with and I was just like, “Why is that?”
And so when you want to see a change you really have to be the change and I was just thinking like, “Man, if just my photo popped up on Pinterest, on Google search when people are looking up “men’s fashion” and they see an Asian guy – I’ve already done my job.
To be able to do these collaborations with brands that are obviously like huge huge brands and to do the travel projects where I am flying first class with a brand – I’m working with American Express. What if we had Asian guys or what if we had just Asian kids, in general, growing up, do you think that any of this was for them?
I think when you see a representation that way, it is very powerful to think that they could attain those things and they can dream bigger.
That’s really true because we have to see similar faces to ours to be able to know that this is also possible for all of us. And I love the fact that you are a part of this movement and I’m so glad that you were able to put yourself out there and really show the world that Asian men and women can be people that can be looked up to in the creative space and not just because we’re good at math.
I tell people, “Sure, you see my Instagram posts, you see my content but a lot of times, in real life, that representation is so big. Because a lot of these exclusive events that we get to go to as influencers, a lot of these rooms we walk through, these doors we get to go to, I’m the only Asian person in the room.
And what if that marketing person or what if this other person in the room had a stereotype image of an Asian person before. I get to change that simply by being in the same room and I think like that kind of diversity is so important to keep moving us forward.
And I’m so glad that in the recent years that it’s popping up more and more and more voices are being heard, more people are in the creative space that we got to see this in the big screen or streaming so many more Asian movies and films. So many more like you, Leo, are really making an impact in our community.
Yeah, I love to see the change. I mean just the fact that we have like the Crazy Rich Asian, we movies too that are like happening at the same time. And now, with Parasites – it’s just incredible.What a time right now. And then, obviously, we have Shang-Chi, all these things happening and that’s really cool.
Growing up as an Asian woman, myself, most of the Asian movies that I would see are just all like kung fu and karate and that was like the only way that we can get casted is if you’re like a villain or you knew karate or some sort of martial arts.
Which is why I love Aquafina. From my experience Aquafina is divided in the Asian Community because it’s not like the traditional Asian beauty and she is a comedian. She’s loud compared to the typical Asian beauty standard. But this is what we need in America ‘cause think about all the movies that have that funny talking person.
Honestly, that’s one more Asian than before and just look at where she came from like 5 years ago. She was just doing YouTube videos and now she’s on these big screens sharing the stage, sharing the room with these huge big name actresses, right? So its just incredible to see how far she’s gone. And then now, she’s showing that she’s not just funny. She can do serious movies, What was the sad one recently? Forgot the name.
I was actually watching that on the plane a few weeks ago. I forgot. I know what youre talking about.
So I think even like movies like that, it really allows Hollywood to tell authentic stories. And like there’s no crazy action, there’s nothing fake like it was so real and it touched the hearts of so many and we need more movies like that.
Yeah. And she definitely takes out that stereotype of Asian women being meek and quiet like you’ve mentioned which is awesome because A lot of us are not like that at all especially in the U.S.
Yeah. Shes being real, she’s being true to herself. Thats her real talent – being funny. and shes being so ready for that and I like that she didnt give up on her passion.
Now, Leo, what are you working on currently that is really exciting to you?
So, as a side thing, we’ve been kind of starting a merge collection and that’s my first time kind of going into designing clothes. Even if it’s just like hoodies, t-shirts at the moment ‘cause I’m thinking big picture.
So I would love to have a full-on fashion collection one day but I’m just taking the baby step to understand how eCommerce works, how my audience will react if I designed this t-shirt with a hoodie, so I’m taking those baby steps right now.
So that’s one thing and then second, just working on more opportunities like this. I think with this crazy time right now, doing more podcast interviews, just getting to tell my story out there more and like you said like you just don’t hear about Asian guys doing this and I’ve been doing this for like five and a half years now.
And so I’ve been doing this for so long in a way and I would love to tell my story more to inspire others.
I love spreading messages like yours and stories like yours, Leo, because it definitely needs to be heard. Now, if our listeners want to know more about you or can they find you?
You can find me on Instagram, YouTube, TikTok, everywhere @LevitateStyle.
Perfect. Well, thank you so much Leo for being here with us. I really loved hearing your story and sharing it with our audience.
Thank you so much.
Listen to Leo’s extended interview where he shares how to negotiate effectively as a content creator.
What you’ll find:
In this episode, we speak with Leo Chan where he shares how to negotiate like a pro and land the perfect sponsorship deals for your brand.
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