Almost every month, global brand ambassador announcements flood the news and social media. Asians have been making waves in the world of brand endorsements with the rise of purchasing power in the Far East, and most big names in fashion and beauty don’t want to miss out. Driven by the significant buying power of these celebrities’ vast fan bases, Asian males endorsing everything from fashion and fragrances to makeup and skincare are becoming central to international brand campaigns.
For instance, China’s “King of Luxury” actor and singer, Xiao Zhan, has over 30 endorsements, including beauty, fashion, horology and carmakers. His “effect” on consumers is immediate: following the announcement of his partnership with Nars Cosmetics, sales went up by 207 times, generating over US$11mil (RM49mil), per iNews. From Chinese stars to Korean celebrities, and more recently, big names in the Thai entertainment scene, “fan economy” is alive and well and making sales for big brands globally.
Youthful energy “King of Mandopop” Jay Chou has also shown his enduring influence through a recent appointment as brand ambassador to the luxury skincare brand La Mer. Chou’s unique ability to continuously reinvent himself has captured the hearts and imagination of millions of fans worldwide, which is a trait that is in line with the brand’s youth-preserving skincare innovations. With over 30 million albums sold worldwide throughout his illustrious career, Chou has achieved re.