Luxury brands vie for Wang Yibo’s star power

What happened At Milan Fashion Week, a single Weibo hashtag crossed 130 million views, underscoring the clout of one of China’s most prominent stars: Wang Yibo. Boasting over 40 million followers on Weibo, Wang’s presence electrified the Italian event. The hashtag “Wang Yibo at Milan Fashion Week” dominated social media, with even the multi-hyphenate Chinese star’s touchdown at Milan airport racking up 11.6 million views. On September 10, just ahead of Milan Fashion Week, Jimmy Choo named Wang as its global brand ambassador — his third global endorsement since 2024 following partnerships with Loewe and Lacoste. Wang’s attendance at Jimmy Choo’s Milan Fashion Week presentation propelled the brand’s visibility to new heights, while his campaign for the brand, showcasing the brand’s footwear and handbags, blazed through social media with 23 million views. The digital firestorm not only highlights the star’s immense fanbase and commercial power, but solidifies his standing as one of China’s most valuable brand ambassadors. The Jing Take Wang first found success in 2014 as a member of boy band Uniq, but it was his star turn in hit TV drama The Untamed that launched him into fame. Now nine years into his meteoric career, Wang commands an impressive 40.8 million followers on Weibo and boasts nearly 30 brand endorsements, from fashion and beauty to automotive. Major brands like Audi, Anta, and Chanel have aligned themselves with his star power, a testament to his wide-reaching influence. In 2023, Wang cemented his commercial dominance with the release of a mini album, The Observer, moving over a million copies in less than a month and generating 10.24 million RMB ($1.45 million) in revenue. Chinese media outlet Daiyanzhiku reported that 17 brands have renewed their partnerships with Wang, a remarkable 80% renewal rate that solidifies his status as a top-tier brand magnet among China's entertainment industry. Notably, advertorial campaigns starring Wang Yibo and shared by the celebrity himself on Weibo have an average of 20-50 million views. In China’s competitive entertainment industry, brands are raising the bar for celebrity endorsements. This is especially true in the luxury space, where youthful, trend-driven ambassadors are now prized. Wang has emerged as a potent force in the evolving market, captivating mainstream audiences while delivering impressive commercial results. His recent partnership with Jimmy Choo not only highlights his influence, but exemplifies how luxury brands are harnessing his star power to amplify their visibility and expand their reach, both in China and beyond. The star’s rising global status, coupled with his proven track record of commercial success, positions him as a crucial conduit for luxury brands aiming to capture the attention of China's younger consumers. As the star continues to break records, brands are likely to keep a close eye on his next move. 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.

Luxury brands vie for Wang Yibo’s star power

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Published September 23, 2024

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Luxury brands vie for Wang Yibo’s star power