Luxury brand Longchamp has officially named Chinese Yue opera star Chen Lijun as a new local brand ambassador, even as reports confirm actress Yitong Li's own campaign for the brand is set to launch this month. This creates an initial impression of conflicting appointments, yet Longchamp appears to be pursuing a multi-pronged ambassador strategy in China, aiming for broader cultural penetration and market appeal through diverse local figures, alongside aggressive retail expansion. Chen's Fall 2026 campaign imagery was lensed this month at La Maison de Famille Longchamp in Shanghai, according to WWD.
Who is Chen Lijun?
Yue Opera performer and film actress Lijun Chen has become the face of Longchamp in China, according to Empire Magazine Africa. Chen is currently touring in "My Grand View Garden," portraying Jia Baoyu, WWD.com reports. Her unique blend of traditional opera and modern acting positions her as an ideal figure to bridge Longchamp's heritage with China's diverse cultural landscape.
A Blend of Heritage and Craftsmanship
Longchamp's strategy of blending French craftsmanship with China's rich artistic heritage is reflected in the appointment, according to Empire Magazine Africa. This culturally resonant approach aims to connect with Chinese consumers on a deeper, more authentic level.
A Multi-Ambassador Strategy Unfolds
Yitong Li, a 33-year-old Chinese actress, has been named a new brand ambassador for Longchamp in China, according to The Impression. Her campaign will officially launch later this month. Longchamp's intent to broaden its appeal across diverse celebrity profiles and consumer segments within the vast Chinese market is signaled by this dual engagement.
Longchamp's Broader China Expansion
Longchamp plans to open three to four new stores annually in mainland China, focusing on Shanghai and the Yangtze Delta region, according to WWD.com. Longchamp's ambassador appointments align with a larger strategy to significantly grow its physical footprint and market share in key Chinese regions.
Given Longchamp's multi-pronged ambassador strategy and aggressive retail expansion, the brand appears poised to significantly deepen its market penetration in China, though maintaining a cohesive brand identity across diverse campaigns could prove challenging.
