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    Why Brands Can’t Miss Out On China’s Latest TV Hit

    Set in a world inspired by ancient China, the new romantic fantasy series has driven massive traffic across social media. Here’s why brands should tune in.
    Set in a world inspired by ancient China, the new romantic fantasy series has driven massive traffic across social media. Here’s why brands should tune in. Photo: iQiyi
      Published   in Lifestyle

    What happened

    Sin

    ce its debut on August 7,#

    Love Between Fairy and Devil (苍兰诀) has become one of the most popular Chinese television series on local streaming platforms. A romantic fantasy set in ancient China, the iQiyi drama stars actress Esther Yu and actor Dylan Wang who have driven huge social media traffic. Thanks to the show's roaring popularity, 23-year-old Wang's following on Weibo increased by 1.5 million fans within one week. When the last episode aired on August 29, Love Between Fairy and Devil recorded a market share of 26.32 percent and ranked first among C-dramas that day. Related topics have maintained top positions on Weibo.

    The Jing Take

    The unexpected success can be attributed to two major elements: the drama’s traditional Chinese style and its casting of Dylan Wang as the hero.

    First, the dresses, head chains, accessories, and even nail art of the heroine played by Esther Yu resonated greatly with the younger viewers who are interested in Hanfu culture. The fantasy setting of the drama also takes inspiration from real dynasties in Chinese history, presenting magnificent visual effects to support the storytelling, which allow audiences to escape from the anxiety and pressure that they face in the real world.

    But more importantly, the booming recognition of the male lead deserves attention when it comes to celebrity endorsements. Looks styled with jewelry brands such as Missoma, KVK, and Lost In Echo have received praise from netizens, helping these niche labels to garner broader awareness in China. Meanwhile, Louis Vuitton has built up a close relationship with the talent over the past two years, featuring him in brand campaigns and offline events. Since a scandal erupted around its previous brand ambassador Kris Wu last year, the LVMH powerhouse hasn’t announced a successor. Will the rising star become Louis Vuitton’s next men’s brand ambassador? He's certainly hot property right now.

    Dylan Wang was spotted wearing Missoma and Lost In Echo while promoting the show. Photo: Xiaohongshu
    Dylan Wang was spotted wearing Missoma and Lost In Echo while promoting the show. Photo: Xiaohongshu

    The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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