Premium luggage brand Rimowa has appointed the ‘King of Mandopop’ Jay Chou as its new global ambassador. 

According to the brand, Jay Chou is set to encourage tourists worldwide to embark on life-changing adventures via campaigns. 

“Jay Chou not only embodies all these values but is someone who we admire for his global impact as an artist. It’s an honour to welcome him as a Rimowa global ambassador,” said CEO Hugues Bonnet-Masimbert. 

Last September, the company announced new partnerships with Blackpink’s Rose, Formula One champion Sir Lewis Hamilton, and French football player Kylian Mbappe. This is the first time Rimowa has chosen a Mandopop musician as a global brand ambassador.

Founded in 1898, the German retailer Rimowa currently has stores around the globe including Japan, Hong Kong and Vietnam.