French luxury retailer Dior has found a new global brand ambassador in Jay Chou, the Taiwanese pop sensation who’s sold more than 30 million records, WWD reported.
The brand said in a statement that Chou “embodies the spirit and singularity of Dior style, a modernity with a timeless signature,” while the partnership honors “the special ties uniting Dior and culture in all its forms.”
Although it’s the singer’s first time playing the role of ambassador for the retailer, it’s not his first luxury rodeo. In 2022, Chou worked with high-end department store Samaritaine Paris—like Dior, owned by LVMH—on a music video.
As for the luxury industry as a whole, a number of retailers, including Prada and Burberry, have employed Chinese brand ambassadors this year in hopes of cashing in on the Chinese-speaking market.
- Earlier this year, Prada tapped Chinese basketball player Shuyu Yang.
- In 2022, it partnered with another another Chinese celebrity, table tennis player Ma Long, in 2022.
Meanwhile, Burberry engaged actor Chen Kun as its first Chinese global ambassador in two years in April. It marked an important move for the brand to mend fences with China after it faced backlash from Chinese companies and consumers for banning the use of Xinjiang cotton in 2021.
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