celebrity endorsement

Actress Zhao Lusi’s recent livestream endorsement of bamboo fungus (“zhusun”) triggered a massive surge in online sales. Vendors reported unprecedented website traffic and order volumes. Historically used in Traditional Chinese Medicine for its health benefits, cultivated zhusun is now more accessible. This highlights the significant impact of celebrity endorsements on niche product markets and reflects growing consumer interest in functional foods.

Xpeng Motors announced Xu Yizhen, a popular short drama actress, as a new owner of the Xpeng G7, a mid-size SUV launched in July. A promotional video features Xu testing the G7’s features, including its air conditioning, which the company claims outperforms Tesla’s in cooling speed and ventilation. CEO He Xiaopeng personally delivered the car, emphasizing the spacious interior and large cargo area. The partnership highlights Xpeng’s marketing strategy and the growing influence of short-form video in China.

Ideal Motors is gaining popularity among celebrities, with stars using their vehicles for both personal and professional use. Features like comfort, intelligent systems, and spaciousness have made Ideal a favorite, leading to viral endorsements and even use in VIP airport services. The brand’s appeal has translated into strong sales, demonstrating its ability to resonate with diverse users.