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Hard Luxury Brands Tap Co-Stars in Hot Chinese Drama as Spokespeople

Bulgari has introduced Chinese language actor Yang Yang as its new spokesperson. Bulgari

LVMH-owned jeweller, Bulgari, on Wednesday introduced Chinese language actor Yang Yang, the main man in certainly one of China’s hottest dramas of the 12 months, You Are My Glory, as its new spokesperson.

This transfer comes a fortnight after watchmaker, Panerai, launched Yang’s You Are My Glory co-star, Dilraba Dilmurat (identified in China as Dilireba), as its first feminine world model ambassador.

Yang and Dilmurat are each in demand as model companions, with Yang additionally a spokesperson for Dunhill and Hogan, whereas Dilmurat additionally works with Clarins and Mikimoto. Each are at the moment using a wave of huge recognition. An episode during which their characters marry on You Are My Glory, aired in August, proved so in-demand that the Tencent Video streaming service crashed.

These appointments come throughout a difficult-to-navigate interval for Chinese language celebrities, who’re topic to a crackdown on their perceived negative influence on society. This crackdown, in addition to different concurrent political sensitivities in China have made the prospect of partnering with Chinese language celebrities one thing of a minefield for manufacturers, too.

Bulgari has been caught up in superstar controversy in China not too long ago, parting ways with its long-time ambassador, Kris Wu, in July after accusations of rape towards the celebrity surfaced. Wu has since been arrested.

Earlier this week, celebrity Lu Han, determined to terminate his partnership with watchmaker, Audemars Piguet, following feedback printed in an interview with the model’s CEO that indicated Taiwan was an impartial nation, constituting what Lu Han’s studio known as a critical violation of the “one-China precept” in a press release saying the break up on Weibo.

However, in a market as important to the luxurious business as China, opting out of partnerships with native stars additionally comes with its personal dangers, not least of which is dropping entry to the attain of a few of these stars have.

Yang, for instance, at the moment boasts virtually 56 million followers on Weibo and Dilmurat has amassed 76.5 million, dwarfing the next of Bulgari, with 2 million, and Panerai, with just a little over 280,000.

Be taught extra:

How to Avoid Brand Ambassador Controversy in China

Navigating China’s superstar ecosystem has at all times been a high-risk, high-reward gamble for world luxurious manufacturers, however the stakes are even greater on this risky, politically charged 12 months.

https://www.businessoffashion.com/news/china/hard-luxury-brands-tap-co-stars-in-hot-chinese-drama-as-spokespeople | Arduous Luxurious Manufacturers Faucet Co-Stars in Scorching Chinese language Drama as Spokespeople

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