Burberry to appoint first Chinese ambassador in two years

Prominent Chinese actor Chen Kun will be chosen as the global face of the brand.

Burberry will name high-profile Chinese actor Chen Kun as its latest global brand ambassador, XMAG has learned.

He is scheduled to make an official appearance on Tuesday with Burberry at the China International Consumer Products Expo on the island of Hainan, often referred to as the Hawaii of China, as well as being a duty-free shopping paradise.

The brand will welcome Chen with a series of images of the 47-year-old actor wearing Burberry’s signature beige trench coat, taken in front of a mangrove conservation and restoration area on the island. The conservation actions are funded by Burberry, as part of the brand’s commitment to support global conservation efforts.

Having been at the top of the game for the past two decades, Chen has starred in a string of mega blockbusters as well as award-winning independent films. He also founded The Dome Studio with his close friend Zhou Xun, Chanel ambassador, and director Chen Guofu to continue to support young talents in the entertainment sector in China.

Chen’s appointment marks a milestone for the brand in the Chinese market, as he will become Burberry’s first global ambassador in China since the Xinjiang cotton debacle in March 2021.