Taobao and Tmall have appointed actor-singer Jackson Yee as their first global spokesperson, covering both Alibaba e-commerce platforms. This marks the first brand ambassador for Taobao since its founding and unified representation for the two previously separate platforms. Yee has been Tmall’s ambassador since 2018, growing into an award-winning actor with over 90 million Weibo followers. The appointment aligns with Taobao and Tmall’s evolution into a broader lifestyle ecosystem, incorporating food delivery and travel services. The announcement coincides with the Double 12 shopping festival and is supported by offline campaigns in key Chinese cities, reinforcing positioning as a comprehensive lifestyle platform.