Liu Yifei: Crowned Queen Of Luxury Endorsements

The Rise of Liu Yifei as a Brand Powerhouse

Chinese-American actress Liu Yifei is setting new standards in the world of luxury brand endorsements. With 12 high-profile endorsement deals under her belt, she's been dubbed "China’s Queen of Advertising." This title is well-deserved, considering her latest achievement as the first Chinese global brand ambassador for British luxury fragrance house Jo Malone London.

Breaking the Norms with Jo Malone

In a groundbreaking move, Jo Malone London appointed Liu as their global ambassador without the usual trial or observation period. This bold decision highlights Liu’s undeniable commercial appeal and influence. Her partnership with Jo Malone marks her 12th global endorsement, adding to her impressive portfolio that already includes giants like Louis Vuitton and Bulgari.

“Liu Yifei's strategy of fewer but higher-quality endorsements showcases her sustained star power and significant impact,” remarked an industry analyst.

Defying Industry Standards

What's remarkable is Liu's ability to secure these premium deals despite not appearing in a film for nearly 800 days. Her strategy seems to focus on quality over quantity – typically adding only one or two new endorsements each year. This approach has not only maintained her relevance but has also enhanced her brand positioning across various luxury sectors.

A Strategic Move with Bulgari

Back in 2025, Liu inked a deal with Bulgari that reportedly offered her an annual fee of 20 million yuan (US$2.9 million). The contract even allowed her to participate in jewelry design. Her appearance at the 2025 Cannes Film Festival in an unreleased Bulgari piece drew significant attention, with related hashtags attracting 170,000 followers on Xiaohongshu and global searches for Bulgari spiking by 32%.

A Star with Global Appeal

Born in Wuhan, China, Liu's journey from moving to the U.S. with her mother to becoming a U.S. citizen and returning to China to star in "The Story of a Noble Family" is nothing short of inspiring. Her filmography includes memorable roles in "Chinese Paladin" and "The Return of the Condor Heroes," but it’s her recent work in "A Dream of Splendor" and "The Tale of Rose" that has reignited her acclaim.

Liu Yifei's blend of talent, strategic choices, and global appeal continues to make her a force to reckon with in the luxury brand world.