Jay Chou (周杰倫), the Taiwanese “King of Mandopop”, has announced another brand ambassadorship. In early August, Jay Chou was named by the high-end milk brand Yue Fresh (悦鲜活, sometimes Freshjoy) as its new ambassador. Chou and the brand released a special commercial to mark the partnership.
In the promotional video, the singer-songwriter plays an arrangement of his 2003 hit “Sunny Day” (晴天) on a grand piano while narrating 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 an upright 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.
For the collaboration, the dairy brand launched a collection of merch on 8 August, including stickers, collectable cards and a tote bag.
Jay Chou, who recently joined the short-form video platform Douyin, TikTok’s Chinese sister app, also released shorter videos with the brand, making milk tea with the lighter Yue Fresh milk. The topic “Jay Chou says I want Yue Fresh” (#周杰伦说我要悦鲜活#) gained 45.66 million views on Weibo, China’s Twitter equivalent.
Yue Fresh is one of the best-selling, high-end milk brands in China. It has been expanding its presence outside mainland China with its first step in Hong Kong. Chou’s appeal across generations in Chinese-speaking regions from the post-70s to post-00s is a great advantage for Junlebao, the company behind Yue Fresh. Meanwhile, Chou is becoming increasingly active commercially, from joining Douyin to launching a yet-to-be-revealed Unitree robot partnership.
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