The 1990s saw the rise of K-pop in China through groups like H.O.T. and Sechs Kies—sparking China's investment in Korea's entertainment industry. K-pop artists have achieved considerable success in China since then: in 2005, Rain held a concert in Beijing with 40,000 people in attendance. In 2010, the Wonder Girls won an award for the highest digital sales for a foreign artist, with 5 million digital downloads, in the 5th annual China Mobile Wireless Music Awards. Most recently, China has become the South Korean entertainment industry's biggest market for exports. Twelve percent of SM Entertainment's sales in 2015 went to China, and this number rose to 14.4 percent by the middle of 2016. China has found that K-pop is a profitable investment. According to Director of Communication for the Korea Economic Institute of America Jenna Gibson, sales for a certain shampoo brand rose by 630% after Super Junior endorsed it on a Chinese reality show. K-pop's popularity has also led China's e-commerce company Alibaba to buy roughly $30 million worth of SM Entertainment's shares in 2016 in order to help its expansion into the online music industry. Legend Capital China has also invested in BTS' label BigHit Entertainment. As of the beginning of 2017, China took up around 8-20 percent of major Korean entertainment companies' total sales. Chinese entertainment companies have also claimed stakes in the industry, partially overseeing groups like EXID and T-ara or representing groups which include both Chinese and Korean members like Uniq and WJSN.