Tommy Hilfiger has tapped Hong Kong actor Shawn Yue as its first Asian brand ambassador for its menswear range.

Yue, 35, a former model and star of Internal Affairs II, among other movies, will represent the brand in marketing across the mainland, Hong Kong, Macau and Taiwan.

China is a key driver of Tommy Hilfiger’s increasing sales globally after parent PVH bought back a 55 per cent controlling interest from its Chinese JV distribution partner in April last year. While the company did not reveal specific Chinese market data in its latest earnings report, it said China and Europe drove a 6 per cent improvement in the brand’s worldwide revenue, despite  North American sales sliding 5 per cent. It is targeting 405 stores in China by the end of this year.

Fashion industry commentators says Yue’s appointment illustrates Tommy Hilfiger’s increasing commitment to Asian consumers.

The first advertisements featuring Yue were due to appear today, (September 1). He features on a series of videos and in print commercials.

Yue has 3 million followers on Instagram in China and 13 million on Weibo.