Michael Kors Clinches Yang Zi Endorsement Deal For APAC 

In a bid to engage China’s Gen Z consumers, Michael Kors has signed popular Chinese entertainer Yang Zi as its latest celebrity endorser in Asia-Pacific. 

The multi-talented 31-year-old—who has been in the nation’s limelight since childhood for her acting performances—is an influential figure among young consumers and an endorsement darling for both local and international brands. These deals include the likes of APM Monaco, Prada Beauty, Valentino, Olay, Shiseido, Yang Yuan Qing, Bosideng and Bolon Eyewear. 

With a significant following of 62m Weibo followers,  Yang Zi’s latest campaign with Michael Kors has already reaped positive response virally with over 100m views in just 12 hours, and garnering widespread engagement from her fanbase. 

The campaign visuals spotlights Michael Kors pivot towards a more modern and approachable image for a youthful audience with Yang Zi personifying these qualities.  

Besides teaming up with Yang Zhi, Michael Kors has been behind several interesting initiatives such as a CNY branded content short film and a denim-themed bakery pop-up to woo  Gen Z Chinese consumers earlier this year. 

According to ASN data, Michael Kors has a mere 0.8% for its category, investing US$2.7m+ in the Asian sponsorship market since Q421, with a quarterly average investment of almost US$232k during this period. The recent deal with Yang Zi will definitely boost up the spends after a lacklustre first half of 2024.