Asia's brand ambassadors: Celebrity endorsements in China and across the region

Lang Lang, a 31-year-old Chinese-born concert pianist based in New York, has become a global Allianz brand ambassador.

Joseph K. Gross, head of group market management of Allianz told Campaign Asia-Pacific that the renowned pianist is the first Asian global brand ambassador for Allianz.

Gross acknowledged the choice is due to the importance of Asia and China as growth markets. The company has been present in the region since 1917, providing fire and marine insurance in the coastal cities of China. Today the company is active in 15 markets of the region, with over 14,500 staff serving the needs of over 21.4 million customers in the region.

Lang Lang will be featured next to other personalities in the Allianz Airport campaign, the global arm of the brand's successful ONE campaign, which is running in more than 30 countries. The campaign was developed by lead agency Grey London and global media agency Mediacom in London.

Gross said that the utmost commitment to customers and their needs is the cornerstone of the global brand communication concept. “It places the customer at the center of our activities and therefore it is based on real people, like our customers, employees or distribution partners, sharing real stories and experiences,” he said.

Following the brand's experience setting up successful programmes based on other ambassadors, such as a junior football camp, Allianz will provide an opportunity for young talents to participate in a programme of the Lang Lang International Music Foundation—including a chance to work with the artist.

“Lang Lang is an outstanding personality and an inspiring role model to unite people around the world”, said Oliver Bäete, member of the board of management of Allianz SE. “As a global company, we believe in the power of music as a global language.”

Samsonite has enlisted award-winning China film and TV actor Daoming Chen (陈道明) as brand ambassador for its high-end leather bag collection. The campaign, which includes a TVC and print and was created by JWT Shanghai, highlights the inner substance of the brand image. Chen’s first notable role was "Puyi" (the last emperor of China) in the 1988 television series The Last Dynasty. He is best known internationally for playing the King of Qin in the 2002 film Hero , directed by Zhang Yimou, and as fierce undercover cop Shen Cheng in Infernal Affairs III.

Nike Hong Kong has enlisted popular Commercial Radio host and comedian Jan Lamb and fashion stylist Hilary Tsui as campaign spokespersons for its ‘Men vs women’ running campaign in Hong Kong. The campaign promotes the Nike+ mobile app and sports watch. Throughout December and January, a series of men vs women running races involving both hard-core runners and celebrities will be organized. The brand will make a donation to the Hong Kong Playground Association for its youth programmes.

For the launch of its EOS M digital camera in Hong Kong, Canon has used popular and young Taiwanese actor Kai Ko (柯震東). Filmed in Gordes and Lacoste in the South of France, the commercial first aired on 25 October 2012, with the theme ‘Viva Freedom’. Since his overnight success in Taiwan teen film “The Apple In The Eyes” in 2011, Ko has become very popular for advertisers and has appeared in commercials for Master Kong, HSBC, 1 Day Acuvue Moist and Quaker Oatmeal, among others. Acuvue Moist and Quaker Oatmeal, among others.

The 108-year-old Ovaltine brand announced that it would debut new packaging for the Taiwan market in November 2012, with Chris Wang 宥勝 as its first brand ambassador there. Wang is a budding Taiwanese actor who shot to fame in the past two years after publishing a near-nude portrait album that proved especially popular among married women, a local ECD commented.

Hong Kong diva Sammi Cheng (鄭秀文) invites consumers to ‘Create your S legend’ in a 2012 endorsement for footwear brand Skechers. The popular actress and singer also endorses Aquascutum, SK II, Seiko, Panasonic, Médecins Sans Frontières and others. Skechers, which has also used celebrities including Britney Spears, Christina Aguilera, David Cook, Brooke Burke, Joe Montana, Karl Malone and Wayne Gretzky in various campaigns worldwide, has expanded to 25 retail locations in Hong Kong since 2008.

P&G has banked on the popularity of the Michelle Chen (陳妍希), the Taiwanese actress who became an overnight success after her film You Are the Apple of My Eye 《那些年，我們一起追的女孩》, in a TVC for its Whisper brand.

Chrissie Chau (周秀娜) first appeared in KFC ads in 2008, when she was a relatively unknown model. Now a model, actress and singer who is well-known for her devil-may-care attitude, Chau has reconnected with the brand in its latest 2012 print campaign.

Cyclist Sarah Lee (李慧詩) became the new face of Watsons Water just after winning a bronze medal in the 2012 London Olympics. Hiring new and aspiring sports stars as brand ambassadors shows foresight by brands (and may be cheaper for their marketing budget than more established figures).

Japanese causal wear brand Uniqlo has invited two young and spunky Taiwanese-born teenage tv drama idols, Bo-Lin Chen (陳柏霖) and Yi-Han Chen (陈意涵), as its 2012 autumn/winter collection brand ambassadors. Both praised Uniqlo Heattech jackets for being light and keeping them warm during filming.

Following the brand ambassadorship of martial art superstar Jackie Chen, Taiwanese singer and actor Richie Jen (任賢齊) became the new face of California Fitness in mid-2012. The celebrity credits the gym with helping him say goodbye to his 'spare tyre'.

Popular Taiwanese actress and TV host Barbie Hsu Xi Yuan (徐熙媛), commonly known as '大S', showed her sparkling white teeth in a Colgate Optic White advertisement in 2012.

Korean-based mobile messenger app Line has chosen Taiwanese actress Gwei Lun-Mei (桂綸鎂) as its brand spokesperson. In TV ads, Gwei makes funny faces to highlight the emoticons the app offers.

Advertising for skin care products is no longer limited to women, Japanese beauty brand SKII has invited Taiwanese celebrity Godfrey Tsao (高以翔) as its Greater China brand ambassador, to portray him as a new "well-maintained" man whose self-confidence shines in work place and social life.

Century-old Swiss watch brand Tissot has picked Chinese actor Huang Xiao Ming (黃曉明) as its global brand ambassador. Clad in leather biker outfit, he showcases the Tissott Race MotoGP 2012 wristwatch. An actor, singer, and model, Huang is often referred to as China's 'number one heartthrob'.

Japanese denim brand Evisu signed up Hong Kong singer and actor Edison Chen（陳冠希), perhaps best known for his role in a 2008 sex scandal, as its first brand ambassador for Asia-Pacific starting in fall 2012.

As part of an ambitious China expansion plan, Hugo Boss announced Hong Kong actor Chow Yun Fat as its first Asian celebrity brand ambassador during the luxury brand's Fall/Winter 2012/13 fashion show in Beijing.

South Korean actress Song Hye-Kyo has been chosen as Chanel’s brand ambassador as of late 2012. She was the one of 113 celebrities (and the only one from South Korea) to be featured in ‘The Little Black Jacket’ photo album, shot by the creative director of Chanel, Karl Lagerfeld, and the former editor of Paris Vogue, Carine Roitfeld.

Hong Kong actress-singer Karen Mok became the latest celebrity fan in Mandarin Oriental's ongoing campaign in 2012. Here she is pictured outside the historic Casa Degli Omenoni in Milan.

In 2012, Swedish car brand Volvo signed New York Knicks basketball player Jeremy Lin to a two-year global endorsement deal.

Michelle Yeoh, internationally acclaimed producer and actress, has co-designed the Virtu Constellation Vivre luxury mobile phone, said to be inspired by the flora and woodlands of her "spiritual home" in Malaysia.

Hong Kong's multi-talented Aaron Kwok, one of Asia's most popular singer/actor/dancers, has represented the values of Swiss luxury watch brand Longines since 2005.

In 2012, Chinese actress Gao Yuanyuan became the first Chinese ambassador for French brand Longchamp in China. She is pictured here with Longchamp CEO Jean Cassegrain.

Arguably Hong Kong's most famous silver screen export Jackie Chan was named brand ambassador for Brazilian jet manufacturer Embraer Jets in 2012. The company presented Chan with his very own US$30m Legacy 650 airplane.

'Green Hornet' actor Jay Chou was appointed as brand ambassador for Kaspersky Lab across the region in 2012. Kaspersky Lab is a Russia-based antivirus software company.

Singapore top model Sheila Sim is the latest celebrity brand ambassador for luxury skincare range SK-II. She was appointed at the start of 2012.

In 2012, Gucci tapped Chinese singer-actress Li Bing Bing as the star of a new campaign for its line of bags, fine jewellery and timepieces.

Hong Kong film actor Tony Leung was appointed by GM as brand ambassador for the new Chevrolet Malibu in 2012.

Taiwanese actor-singer-model Vic Chou was appointed as the face of Coca-Cola's newest black tea product Sokenbicha for its Taiwan launch in 2012.

Andy Lau signed on as the brand ambassador for Osim's uDivine massage chair in early 2011.

Seiko named American-born singer-songwriter Wang Leehom as its ambassador in 2011.

Cantopop star Sammi Cheng was hired to help market UK-based luxury clothing retailer Aquascutum as part of its 160th anniversary in 2011.

Aquascutum also appointed Japanese recording artist-model-actress Ayumi Hamasaki to front its 160th anniversary celebrations in 2011.

Alongside actor Shawn Yue, singer Denise Ho signed on to promote Levi's Roadwear collection in 2011.

Alongside singer Denise Ho, actor Shawn Yue signed on to promote Levi's Roadwear collection in 2011.

Hong Kong singer Eason Chan became a spokesperson for Adidas Originals in 2011.

In 2011, Hong Kong singer-actor Edison Chen was cast as the star of China's Lynx campaign 'The Lynx Effect', following his involvement in a sex scandal three years earlier.

Hong Kong model-actress Gaile Lai was appointed as the global brand ambassador for international accessories brand Folli Follie in 2011.

When Li Na won the 2011 French Open, she became the first Asian national to win a Grand Slam singles title. Within a matter of weeks, Daimler AG locked her into a three-year endorsement deal for Mercedes Benz.

Prior to her French Open win, Haagen-Dazs appointed Li Na as brand ambassador in early 2011, following her appearance in the Australian Open 2011 final. At the time, Li Na was the first ever Chinese citizen to reach a Grand Slam singles final.

Li Na signed another lucrative endorsement deal with Rolex following her Australian Open 2011 success.

South Korean singer-actor-designer Rain signed as brand ambassador for Anchor Beer in 2011.

Chinese actress-singer Zhou Xun was featured in Gap's 'Lets Gap Together' China launch campaign in 2011. Here she represents the brand alongside environmentalist Philippe Cousteau.

Producer Johnnie To graced another 2011 ad in Gap's 'Lets Gap Together' series alongside Barry Levinson, also a filmmaker.

Finally, Taiwanese songbird Jolin Tsai was cast with Usher to represent Gap in the 2011 campaign.

In 2012, Kei Nishikori was the first Japanese male player to reach the quarterfinals of the Australian Open in 80 years. A year earlier in 2011, he signed a five-year endorsement deal with Uniqlo.

In 2011, Jay Chou starred alongside Kobe Bryant in a Sprite advertisement for China. Taiwanese popstar Chou has been an ambassador for the brand since 2008.

In 2011, Japanese actress Haruka Ayase was named as brand ambassador for SK-II.

Chinese actress Tang Wei joined Ayase as the face of SK-II in 2011.

Japanese sitcom actor Yutaka Takenouchi became the spokesperson for D'Urban in celebration of the international menswear brand's 40th anniversary in 2010.

Hong Kong actress-singer Charlene Choi (aka Ah Sa) joined a slew of other celebrities as an endorser for sports apparel manufacturer Adidas in 2010.

Popular among brands as a spokesperson, Hong Kong actor-director-producer Daniel Wu also became the star of Adidas ads in 2010.

Chinese actress Shu Qi was selected as the face of Emporio Armani across China, Singapore and Malaysia in 2010.

Singaporean singer Stefanie Sun was appointed as the tourism ambassador for Singapore Tourism Board in 2010.

Langham Hotels International appointed the aptly named star pianist Lang Lang as its first global ambassador in 2010. Lang Lang is pictured here at the Langham Hotel London.

Wang Leehom was named as the new brand ambassador for Brand's Essence of Chicken in 2009.

Celebrated Chinese track and field Olympic gold medalist Liu Xiang has made millions from various endorsement deals, including partnership with Nike, Visa, Cadillac and Lenovo. Here he is pictured as the spokesperson for Amway Nutrilite, a partnership that came into effect during 2009.

In 2008, Eason Chan was invited to be the spokesperson for Coca-Cola's Minute Maid orange juice drink in China.

Daniel Wu signed as endorser for L'Oreal men skincare range Men Expert in 2007.

Also in 2007, Wu was appointed as the new Seiko ambassador in Asia.

Celebrity chef and restauranteer Nobu Matsuhisa became the new brand ambassador for Swiss watchmaker Rado in 2006.

Award-winning Hong Kong actor-singer Andy Lau was appointed as the first ever Asian image ambassador for Swiss watch brand Cyma in 2005.

Hong Kong actor-film producer Simon Yam is a long-standing brand ambassador for Omega internationally.

In 2004, Coco Lee joined Simon Yam, among others, and as the latest Omega celebrity ambassador

Liu Xiang was signed by Nike at the mere age of 18 back in 2003. He won gold in the 110m hurdles during 2004 and withdrew in 2008 due to injury.

Liu Xiang has also been supported by Coca-Cola since 2003.

Hong Kong screen icon Maggie Cheung is one of Olay's first Chinese ambassadors. The long standing partnership began in 2003.

Chef Bruce Lim is cooking sauce manufacturer Lee Kum Kee's ambassador in Southeast Asia.

Taiwan-based American singer-actor Peter Ho endorses Japan-based condom manufacturer Okamoto

Appointed in 1995, brand ambassador Simon Yam has been the longest endorser for Canon in the region.

Supermodel Qi Qi is also a brand ambassador for SK-II. A devout user of the product for over 15 years, Qi Qi is married to fellow brand endorser Simon Yam.

Canon has been using Kot Man Fai, aka Ah Kot, as brand ambassador for its Prima printers since 2009. A Hong Kong-based designer and radio host who is known for his mischievous and street-smart personality, Ah Kot seems a good fit with the product's emphasis on ‘Be smart’ functions.

Namie Amuro (安室 奈美恵) is a Japanese pop singer, fashion icon and former actress who at the height of her popularity was referred to as the "Queen of Japanese Pop Music." In 2010 Amuro appeared in a Coke Zero TVC ‘Wild Health’, which also featured her song “Break It”. The campaign claimed that the "wildness" of having a Coke had found perfect harmony with "healthiness" thanks to the drink's lack of sugar.

To mark Frédéric Chopin´s 200th birthday in 2010 (the composer was born on 1 March 1810), Montblanc created a writing instrument, the Meisterstück Hommage à Frédéric Chopin and a music CD by Montblanc brand ambassador and chairman of the Montblanc Cultural Foundation Lang Lang.

Hidetoshi Nakata 中田 英寿 was one of the models featured in the Calvin Klein X underwear campaign in 2010. The footballer, who retired at age 29 in 2006 after a 10-year career that included seven seasons in the Italian and a season in the English Premier League, played for Japan in the FIFA World Cup in 1998, 2002, and 2006, as well as the Olympics in 1996 and 2000.

Henry Shek (石信之), the conductor and artistic director who helped establish the Hong Kong Opera Company and the Hong Kong Chorus, among others, became the brand ambassador for Finnair in 2010. Shek, who travels regularly for guest appearances all over the world, talks up the airline's short and faster routes from Hong Kong to Europe and beyond.