TUMI, the global travel and lifestyle brand, has announced that popular Chinese actor Wei Daxun will be its new Asia-Pacific Brand Ambassador.
This important announcement was made soon after the brand opened its new flagship store in Shanghai earlier this month, marking another big step in TUMI’s global expansion journey. The brand is aiming to build stronger connections with travellers in Asia and beyond, and Wei Daxun will now play a key role in representing that vision.
Wei makes his debut as Brand Ambassador in the third and final chapter of TUMI’s 19 Degree Lite “Uncompromisingly Light” campaign. This campaign has been created to highlight innovation and freedom of movement, which are at the heart of TUMI’s products. Directed by David Pun and captured by award-winning photographer GK, the visuals show the balance between style, performance, and the fast-paced lifestyle of today’s global citizens.
The campaign follows Wei as he moves across cities, film sets, and travel destinations, carrying TUMI products as his trusted companions. The 19 Degree Lite collection is designed to be extremely lightweight, making it easy to carry during long journeys. At the same time, the Alpha Bravo Navigation Backpack is built for durability and function, offering the strength and reliability needed by travellers who are always on the move.
Speaking about the collaboration, Victor Sanz, Creative Director at TUMI, said that Wei Daxun brings energy and authenticity that fit perfectly with the brand’s values. He described Wei as a modern global traveller, someone who is intentional, dynamic, and constantly in motion.
Wei Daxun also expressed his excitement at joining the TUMI family. He said he has always admired the brand for its focus on timeless quality and purposeful design. For him, TUMI’s products are not just stylish but also practical, accompanying him wherever he goes and supporting him in both his work and life.
With this partnership, TUMI continues to strengthen its reputation as a brand that supports the lifestyle of modern travellers. By teaming up with Wei Daxun, the company hopes to inspire more people to see travel not just as movement, but as an experience made easier and more enjoyable with the right companion.