Chanel Makes Mandopop Star Shan Yichun Its Latest Brand Ambassador

Chanel has made leading Mandopop songstress Shan Yichun its latest brand ambassador. 

The 24-year-old who first captivated the nation as the youngest winner of Chinese reality talent show Sing! China in  2020, has been recognised as the leading female artist by China’s Digital Music Communication Value Ranking in 2024 and 2025. 

With almost 26 million followers on her various social media accounts, Shan Yichun status as a digital native makes her highly covetable for brands. As for Chanel, it continues its association with musicians in Asia.

According to ASN data, Chanel (2%, US$4.1m+) is the 9^th highest spender for its category in the Asian sponsorship market since Q223, with a quarterly average investment of almost US$368k. The forecast for Q126 is poised to hit US$383k, a figure close to the average after a muted last three quarters of 2025. Typically, the maison focuses on celebrity endorsements ranging between US$111k and US$813k for its sponsorship activity. As for markets, China (69.1%) and South Korea (25.1%) continue to be the two biggest markets for investment.