Pandora named Yue opera performer Chen Lijun as brand ambassador for Greater China. Known for specializing in Xiaosheng roles, Chen has built influence among younger audiences by combining traditional stagecraft with modern lifestyle presence. She has 1.45 million Weibo followers. The announcement comes as Pandora faces China headwinds following rapid expansion. In Q2 results, the company revealed plans to close up to 100 stores in the market. Chen’s appointment signals efforts to engage consumers through cultural relevance and local identity, positioning her as a bridge between traditional artistry and contemporary brand storytelling amid challenging market conditions.