Bvlgari Terminates Partnership with Kris Wu and Appoints Yang Yang as Its Latest Spokesperson

Bvlgari has appointed Yang Yang as the new brand ambassador following the dismissal of Kris Wu.

Image: Bvlgari

Bvlgari has designated Chinese actor Yang Yang, the protagonist of one of China's most acclaimed dramas of the year, "You Are My Glory," as its latest spokesman. The decision follows the LVMH-owned jeweller severing its association with the controversy-laden Kris Wu in July, in light of rape allegations.

Bvlgari's statement occurs amid a challenging period for firms collaborating with Chinese celebrities, who are under a governmental crackdown. Authorities have purportedly implemented measures to mitigate their apparent adverse influence, including the removal of popularity rankings, regulation of fan item sales, and a recent prohibition on "effeminate men and other unconventional aesthetics" on television.

Earlier this month, the Chinese government prohibited the presence of male celebrities classified as “sissy men” on television and video streaming platforms. Chinese cultural officials utilized the disparaging word "niang pao," meaning "girlie guns," to announce a regulation aimed at eliminating "morally flawed celebrities" in order to "correct aesthetics" in "performing styles" and "wardrobes and makeups."

The prohibition of effeminate men on broadcasting platforms signifies official apprehension that Chinese pop stars, inspired by the polished, stylish appearance of certain South Korean and Japanese performers, are not sufficiently promoting masculinity among China's youth.

The broadcasting regulator also sought to prohibit cinema stars with "incorrect" political views, impose salary caps, and control celebrity fan culture. The National Radio and Television Administration stated that television companies and internet platforms must "rigorously regulate the selection of program actors and guests, adhering to standards of political literacy, moral integrity, artistic quality, and social assessment."

Consequently, actress Zheng Shuang was penalized 299 million yuan this week for tax cheating, serving as a cautionary message to celebrities to exemplify constructive behavior.

Image: You Are My Glory Weibo

Bvlgari, with 2 million followers on Weibo, may capitalize on Yang Yang's fan base of 56 million followers. The Italian luxury brand is not alone in acknowledging this opportunity. Cartier has enlisted Jackson Wang to enhance participation for its Pasha de Cartier campaign, while Tiffany and Co. appointed Jackson Yee as a global ambassador last year.

Recently, the Italian luxury brand Fendi recruited Chinese actor Xu Kai as its newest brand ambassador. The actor possesses 17.7 million followers on Weibo and has been partnering with the brand since 2018. Xu Kai participated in the brand's recent campaign for Qixi, a variant of Valentine's Day in China, in August.