Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Fendi, Omega, Hogan Tap New Chinese Celebrity Spokespeople

Actor Gong Jun is the new global brand ambassador for Hogan.
Actor Gong Jun is the new global brand ambassador for Hogan. (Hogan)

Chinese heartthrob, Gong Jun, celebrated Valentine’s Day earlier this week by becoming the global brand ambassador for Hogan.

The 29-year-old actor, known for roles in wildly popular dramas such as ‘Word of Honour’, is closing in on 20 million followers on social media platform, Weibo, where news of his ambassadorship with the Tods’ Group-owned brand was announced.

This marks a flurry of new Chinese celebrity tie-ups with luxury brands announced in recent weeks. Last week, Fendi announced that actress and singer, Tang Yixin, who has 17 million followers on Weibo, would be its brand ambassador, and in the first week of February, Omega announced short-track speed-skater, Fan Kexin, a winner of gold and bronze medals at Beijing’s Winter Olympics, as its new “brand advocate”.

Even though celebrities are under more scrutiny than ever in China and several big names have found themselves effectively erased from public view due to real or perceived problems with their morality, global luxury brands aren’t slowing down when it comes to linking with famous Chinese faces in order to sell more products in the growing luxury consumer market.

ADVERTISEMENT

Learn more:

China Circulates New Rules for Celebrities Promoting Brands, Products

China’s cyberspace regulator has released a circular outlining new guidelines for celebrity-produced and celebrity-related content online.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from China
On-the-ground intelligence and insights from the world’s largest fashion market.

Where to Engage Shoppers This Chinese New Year

While travel to Europe remains muted, Chinese shoppers are flocking to Singapore, Thailand and other Southeast Asian destinations where fashion retailers are hoping Lunar New Year marketing investments will pay off.


Why Chinese Brands Excel at Down Jackets

Local fashion designers experimenting with puffers and other down clothing have scored collaborations with outerwear companies like Moncler and attracted the attention of prominent international retailers like H.Lorenzo.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
BoF Professional - How to Turn Data Into Meaningful Customer Connections
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
BoF Professional - How to Turn Data Into Meaningful Customer Connections