Burberry appoints Chinese actor Wu Lei as global ambassador, reinforcing its presence in the competitive and strategic Asian market.
Burberry has taken a strategic step by naming Chinese actor Wu Lei as its new global brand ambassador, in a move that strengthens its presence in one of the key markets for the luxury fashion industry. The decision comes at a time when brands are seeking to deepen their cultural connections with local consumers, especially across Asia.
At just 25 years old, Wu Lei is one of the most influential figures of the new generation of Chinese actors. With over 48 million followers on Weibo and hundreds of millions of impressions on platforms like Xiaohongshu, his impact extends far beyond the screen. From his early days as a child actor to starring in acclaimed productions such as’ The Long Ballad‘ and ‘Love Like the Galaxy‘, Wu has established himself as an icon of youth culture and entertainment in China.
Beyond his acting career, Wu is also known for his passion for cycling and his creative ventures. He has directed and produced Ride Now, a vlog series in which he shares his travels across China and the South Pacific, amassing nearly 300 million views. This blend of talent, authenticity and digital connection makes him an ideal partner for a brand like Burberry.
Burberry’s Chief Creative Officer, Daniel Lee, highlighted Wu’s artistic evolution over the years and praised his ability to reinvent himself with every new role. The collaboration promises to deliver fresh content and impactful campaigns that resonate with a global audience.
For Wu, working with Burberry represents recognition of his career and an opportunity to explore new creative expressions. In recent statements, he expressed admiration for the way the British brand blends classic heritage with an innovative design vision—something he also strives to reflect in his own work.
This partnership is part of Burberry’s broader strategy to build a diverse network of ambassadors representing different cultures and lifestyles. These include Asian celebrities such as Tang Wei, Chen Kun, Bright Vachirawit, Asami Mizukawa, Son Heung-min, Son Suk-ku, and Seungmin of Stray Kids, alongside international figures like model Rosie Huntington-Whiteley, tennis player Jack Draper, and actress Jodie Turner-Smith.
With this latest addition, Burberry not only strengthens its foothold in the Chinese market but also reaffirms its commitment to a global and inclusive vision of contemporary fashion.
