Luo Zheng and Horsh Bread: Key takeaways
- Actor Luo Zheng went viral after revealing that he has just RMB 4,831.93 (US$ 674) in savings.
- Horsh Bread converted jokes about his finances into a deliberate homespun activation.
- The brand moved quickly while preserving the unpolished personality that made Luo interesting.
Most celebrity partnerships sell aspiration. Horsh Bread (豪士面包) has hired the only celebrity with nothing in the bank. Actor Luo Zheng (罗正) recently revealed that ten years of earnings had gone towards repaying debts. His current savings amount to RMB 4,831.93 (around US$ 674). Comedy ensued.
Luo Zheng might be the only celeb with less money than his fans
Fans began documenting the gap between Luo’s life and conventional celebrity behaviour. After one event, they reportedly took taxis home while he unlocked a share-bike. It’s also been pointed out that he’s the only celeb who might not be richer than his fans.
The details kept coming: Luo drinks budget Mixue (蜜雪冰城) milk tea. His living room is apparently too narrow for him to stretch out both arms. While wealthier celebrities buy fans hundreds of drinks, he once treated his supporters to cheap bottles of Oriental Leaf tea.
His fortunes have now improved – slightly. After watching Luo’s candid livestream, Horsh asked netizens whether RMB 100 million would be enough to contact him privately. The replies were emphatic: ‘Hire him while he still only has RMB 4,800.’ So, Hao Shi did.
The bread brand sent Luo a customised promotional vehicle emblazoned with the words: ‘Young master! We’re here to pick you up!’ Share bikes look to be a thing of the past for Luo then. But get this. His new car’s chief luxury feature? It was supposedly larger than his living room.
Luo then toured the streets with a loudspeaker, shouting ‘Horsh Bread – delicious!’
Luo then toured the streets with a loudspeaker, shouting ‘Horsh Bread – delicious!’ and throwing loaves to passers-by. Even the empty packaging became content. After distributing the bread, Luo clung to the cardboard box, joking that Horsh had paid for the product, but the recycling money belonged to him. He returned for another round in Horsh’s livestream on 9 August.
The Dao view: Imperfection became the campaign’s strongest asset
Horsh caught Luo’s viral moment and understood what it needed to do. Every element deepened the original joke instead of burying it beneath your standard type celebrity advertising. In doing so, the brand became a participant in his story, gaining activation in the narrative momentum of an ongoing joke, and one they can cash back in on later.
