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Wedgwood Makes Xiao Zhan Its First Global Ambassador
Focusing on China for growth, high-end English homeware brand Wedgwood has made Chinese entertainer Xiao Zhan its first ever global ambassador, ramping up its prior deal with the iconic idol.
As part of this landmark deal, a mural of the 32-year-old’s portrait with Wedgwood’s Portland vase, has been unveiled in Shoreditch, London.
This celebrity partnership will be a key part of the heritage brand’s makeover as it refreshes its identify to engage with more youthful global consumers.
Moreover, Xiao Zhan— who is famed for his luxury brand collaborations including Gucci and Tod’s— has a passionate and widespread following of Gen Z and millennials on his popular social media platforms, making him an ideal fit for brands needing to lift their clout among such audiences.
According to ASN data, Wedgwood has invested US$909k in China’s sponsorship market since Q321, with a quarterly average investment of almost US$76k during this period. Unsurprisingly, the brand tends to focus on celebrity endorsement deals worth between US$232k and US$383k, it has been associated with Xiao Zhan since June 2023, however, it was merely a China-centric deal at the start.
