How Xiao Zhan became China’s ‘King of Luxury’: The Untamed actor and Mandopop star now counts 31 epic endorsements – from Gucci and Nars Cosmetics to Tod’s and Zenith

Jul 5 , 2023

Xiao Zhan oozes sophistication in this Gucci ad campaign, one of 31 brands who have courted the Chinese celebrity. Photo: @gucci/Instagram

Actor and singer Sean Xiao Zhan is one of China’s biggest celebs, commanding over 31 million followers on Weibo – it’s no wonder that Western luxury labels are falling over themselves to sign him

In addition to Gucci, Tod’s, Zenith and beauty brands like YSL Beauty and Nars Cosmetics, Xiao snagged a deal with luxury carmaker SAIC Audi after impressing fans with his new look in Ace Troops

Xiao Zhan rose to fame in 2019 after starring in popular Chinese TV series The Untamed – and he remains a national icon. The former X Nine boy band singer went on to land multiple acting gigs, as well as lucrative deals from both local and international brands.

Sean Xiao Zhan was born in Chongqing, in 1991. Photo: @xiaozhan.daytoy/Instagram

So many so that the 31-year-old singer and actor recently topped a celebrity ranking of endorsements – with some 31 brands backing him (coincidence?) according to China’s iNews. This is doubtless down to his huge influence, with a fan base of over 31 million followers on Weibo (aka the “Twitter of China”).

Xiao Zhan used to endorse for Estée Lauder until an unfortunate cyberbullying incident. Photo: Estée Lauder

Chinese media service platform Morketing analysed data and interviews with brands and came to the conclusion that the purchasing power of Xiao’s fans is so strong that brand’s can earn back their investment in just five hours – and double it to equal revenue within a day.

No doubt Xiao is getting the nickname “King of Luxury” – so let’s take a look at his biggest campaigns so far.

1. L’Oréal

Xiao Zhan became L’Oréal’s global brand ambassador in May. Photo: @lorealpro/Instagram

One of the sweetest deals Xiao scored this year is beauty giant, L’Oréal. The French house announced that he became its latest global brand ambassador on its social media in May on Instagram, with the caption: “Bringing a unique spin to the brand identity and vision, with a clear sense of beauty and style, Xiao Zhan has elevating attitude and spirit, which makes him the perfect match.”

2. YSL Beauty

Thanks to his flawless skin, Xiao Zhan became YSL Beauty’s skincare ambassador for Asia in 2022. Photo: @yslbeauty/Instagram

Xiao scored four endorsements in the third quarter of last year alone. The most valuable one was yet another beauty brand, YSL Beauty, according to QQ. He became the French beauty brand’s skincare ambassador for Asia and has been spotted appearing in ads for new products like the Pure Shots Night Reboot serum and Or Rouge La Crème Essentielle.