Luxury fashion house Burberry has officially named Chinese actor Wu Lei as its latest global brand ambassador, strengthening its presence in the Asian market and continuing its focus on next-generation talent.
At just 25 years old, Wu Lei already boasts a career that spans more than two decades. A child star turned leading man, he has become a household name in China, recognised for his standout roles in popular dramas such as The Long Ballad, Love Like the Galaxy, and Amidst a Snowstorm of Love.
Welcoming Wu to the brand, Burberry’s Chief Creative Officer Daniel Lee praised his artistic evolution: “He’s been acting from such a young age and continues to evolve with every new role. It is a pleasure to welcome Wu to Burberry.”
Wu’s appointment reflects Burberry’s continued investment in storytelling and individuality, values that align with the actor’s own journey and rising global influence.
With more than 48 million followers on Weibo and over 518 million impressions on Xiaohongshu, Wu Lei is a social media powerhouse. He’s also gained massive popularity for his self-directed vlog series “Ride Now,” which follows his cycling adventures through China and Vanuatu and has attracted nearly 300 million views online.
This combination of mainstream appeal, digital engagement, and a personal passion for movement and exploration makes Wu an ideal face for Burberry, a brand that blends heritage with forward momentum.
Expressing his excitement about the partnership, Wu said:
“It’s an honor to work with Burberry. As a brand built on a rich heritage, Burberry has become a true icon of fashion. Its steadfast dedication to its classic roots, combined with a fearless spirit of innovation, results in pieces that never fail to amaze. I look forward to discovering what we’ll create together.”
Wu’s upcoming film, Dongji Island, is set to premiere next month, adding another chapter to his growing list of achievements.
Part of a Global Family
Wu Lei joins an impressive roster of Burberry ambassadors across Asia and beyond, including:
- Tang Wei, Chen Kun, and Zhang Jingyi (China)
- Bright Vachirawit (Thailand)
- Asami Mizukawa (Japan)
- Son Heung-min, Son Suk-ku, and Seungmin from Stray Kids (South Korea)
- Jack Draper, Rosie Huntington-Whiteley, and Jodie Turner-Smith (UK)
This announcement further demonstrates Burberry’s strategic commitment to the Chinese market, one of the world’s most influential luxury consumer bases. With Wu Lei’s youth, talent, and global reach, Burberry is not just tapping into a star, it’s aligning with a new generation of fashion-savvy consumers who value authenticity, adventure, and individuality.
As Burberry and Wu Lei step into this exciting new chapter, the collaboration promises to deliver a unique blend of timeless elegance and modern energy.