Premium Chinese Dairy Brand Yue Fresh Strikes Jay Chou Endorsement

Premium Chinese dairy brand Yue Fresh has struck an endorsement deal with ‘The King of Mandopop’ Jay Chou. 

Under the deal, the 46-year-old crooner will feature in a special commercial to kick start the partnership.  

In the commercial, the veteran idol is seen playing a snippet of “Sunny Day”, his 2003 on a grand piano while eulogising about the need for freshness in life and music. In the next three segments, Jay Chou goes hiking, to the beach, and to a pool party, where he plays a different tune on another piano, working his musical magic while drinking Yue Fresh milk. The video ends with him back at the grand piano, toasting a glass of milk with a young girl. 

Short-form videos of Jay Chou making milk tea with Yue Fresh have also been released on Douyin, the Chinese version of TikTok, and the campaign has also been a viral hit on Weibo, China’s version of X.  The dairy brand also launched a series of Jay Chou inspired merchandise for the collaboration as it bids to leverage on his popularity to expand in foreign markets. 

According to ASN data, the dairy beverage industry (6.5%, ~US$1.1b) is the sixth largest investor in the Asian sponsorship industry since Q422, with an average quarterly spend of almost US$98.3m. Meanwhile, the forecast for Q325 is poised to hit US$89.8m, a swift recovery from a muted first half of 2025, which saw investment of a mere US$31.5m. The market is obviously dominated by China (99.4%).