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| Yang Yang Steps Into Global Spotlight as Chow Tai Fook’s New Face for Fortune-Focused Campaign (Photo: ChowTaiFook/Weibo) |
Chinese top-tier actor Yang Yang (杨洋) has officially levelled up his global fashion and luxury presence. On 16 January, jewellery powerhouse Chow Tai Fook confirmed Yang Yang as its new Global Brand Ambassador and Chief Blessing Officer, kicking off a major New Year campaign centred on fortune, tradition, and modern cultural continuity.
The announcement isn’t just another celebrity endorsement. It signals a wider global push for Chow Tai Fook, blending heritage storytelling with contemporary appeal, while positioning Yang Yang as the face of a new generation’s understanding of “fu”, or good fortune, in everyday life.
The campaign, themed around blessings flowing from one generation to the next, reimagines traditional Chinese values through a modern lens.
Rather than treating fortune as a static symbol, the brand frames it as a living emotion, passed down through family moments, celebrations, and shared memories. Yang Yang’s calm elegance and approachable charm make him a natural fit for this message.
Well-known for balancing classical grace with modern sensibility on screen, Yang Yang has long cultivated a positive and steady public image.
His career choices consistently project professionalism, warmth, and quiet confidence, qualities that align closely with Chow Tai Fook’s long-standing philosophy of heritage, prosperity, and emotional connection.
The collaboration also arrives alongside Chow Tai Fook’s high-profile expansion into Southeast Asia, including the launch of a flagship store at Bangkok’s Siam Paragon. The timing sends a clear message: this is not only about celebrating Lunar New Year traditions, but also about exporting Chinese cultural values to a wider global audience in a way that feels stylish, accessible, and relevant.
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As Chief Blessing Officer, Yang Yang isn’t just modelling jewellery.
He represents the act of passing goodwill forward. Through campaign visuals and festive short films, he brings the idea of “fu” into everyday settings, from family reunions to quiet personal moments, reinforcing the notion that blessings live in shared experiences rather than grand gestures.
Chow Tai Fook’s New Year collections lean heavily into symbolic design, reworking traditional motifs with clean geometry and modern craftsmanship.
Firecracker imagery, auspicious patterns, and signature red-gold tones come together to express protection, companionship, and hope for the year ahead, all without feeling outdated or overly ceremonial.
For a brand with nearly a century of history, this partnership marks an important step in its ongoing transformation. Since 2024, Chow Tai Fook has been actively reshaping its identity to resonate with younger consumers worldwide, focusing on cultural depth, emotional storytelling, and immersive brand experiences rather than pure luxury signalling.
Fans and netizens have had mixed but lively reactions. Supporters praise Yang Yang’s refined image and see the appointment as a “perfect match” between brand values and celebrity persona. Many feel his calm, gentlemanly aura elevates the campaign’s emotional tone.
On the flip side, some netizens question whether luxury jewellery brands are becoming too celebrity-driven, while others debate whether the role of “Chief Blessing Officer” feels symbolic or strategic. Still, even sceptics admit the campaign visuals and cultural messaging are hard to ignore.
What’s undeniable is the attention it’s generating. From China to Southeast Asia, the collaboration has sparked discussions around cultural identity, modern luxury, and how tradition can evolve without losing its soul.
Now it’s your turn, do you think Yang Yang truly embodies modern “fu”, or is this another polished brand play?