Burberry Appoints Wu Lei as Global Brand Ambassador in Major China Push

In a significant move to strengthen its presence in the Chinese market, Burberry has appointed Chinese actor Wu Lei as its new global brand ambassador. At just 25 years old, Wu has already spent more than two decades in the entertainment industry, earning acclaim through hit dramas like “The Long Ballad,” “Love Like the Galaxy,” and “Amidst a Snowstorm of Love.”

Wu’s appointment reflects Burberry’s deeper commitment to engaging with China’s evolving fashion landscape. With over 48 million followers on Weibo and more than 518 million impressions on Xiaohongshu, Wu holds massive digital influence. His appeal cuts across generations, making him an ideal choice for a brand looking to balance heritage with modernity.

Daniel Lee, Burberry’s Chief Creative Officer, expressed confidence in Wu’s creative synergy with the brand. “He has been acting since childhood and evolves with every role,” Lee said, highlighting Wu’s ability to adapt and grow, a quality central to Burberry’s current vision.

Wu Lei also shared his excitement about the collaboration. “Burberry is built on rich heritage and bold innovation. I look forward to what we will create together,” he said. Known for his sharp sense of style and global appeal, Wu is expected to bring a fresh dimension to Burberry’s campaigns.

Outside of acting, Wu is a dedicated cyclist and filmmaker. His vlog series “Ride Now”, which documents his travels across China and Vanuatu, has garnered nearly 300 million views. This blend of creativity and discipline adds to his versatility as a modern brand ambassador.

Wu now joins a growing list of Burberry’s global faces, which includes Chinese actress Tang Wei, actor Chen Kun, and rising star Zhang Jingyi. The list also features Thai actor Bright Vachirawit, Japanese actress Asami Mizukawa, and South Korean celebrities like Son Heung-min, Son Suk-ku, and Seungmin of Stray Kids. British personalities such as tennis player Jack Draper and actress Jodie Turner-Smith are also part of the brand’s global roster.

Wu’s upcoming film “Dongji Island” is set to premiere next month, further boosting his visibility. This partnership marks a strategic alignment between two icons: one in fashion, the other in entertainment, both rooted in excellence and poised for global impact.