{"id":49907,"date":"2026-03-25T03:24:38","date_gmt":"2026-03-25T03:24:38","guid":{"rendered":"https:\/\/daoinsights.com\/?p=49907"},"modified":"2026-03-25T03:26:49","modified_gmt":"2026-03-25T03:26:49","slug":"oreo-zhu-yu","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/oreo-zhu-yu\/","title":{"rendered":"Oreo rides Zhu Yu buzz with Tian Xiwei spring tie-in\u00a0"},"content":{"rendered":"\n

Chinese costume drama Zhu Yu<\/em> (\u9010\u7389) is currently hot topic in China, and Oreo (\u5965\u5229\u5965) has taken notice. With the series currently airing<\/a>, the brand has named actress Tian Xiwei (\u7530\u66e6\u8587) as its Spring Brand Ambassador, building the campaign around her role as Fan Changyu (\u6a0a\u957f\u7389), a plucky figure with a rags-to-riches arc and a solid tie-in to food. <\/p>\n\n\n\n

\"Oreo
Tian Xiwei in an ad with Oreo. Image: Rednote\/\u5965\u5229\u5965<\/sub><\/figcaption><\/figure>\n\n\n\n

That\u2019s refreshing, because most brands lean the other way: on celebrity, rather than role.<\/strong> Oreo are pulling campaign visuals straight from Zhu Yu<\/em>. They follow Fan Changyu\u2019s journey from butcher\u2019s daughter to general. Her knack for cooking \u2013 a small but memorable trait in the series \u2013 forms the hook. With it, Oreo get to tell a story about food as comfort in tough conditions.\u00a0<\/p>\n\n\n\n

That idea runs through the campaign line: \u5c1d\u5c3d\u6625\u65e5\u5473\uff0c\u8ba9\u518d\u82e6\u7684\u519b\u8425\u65e5\u5b50\u4e5f\u6709\u76fc\u5934, (lit. Taste the flavours of spring \u2013 so even on the toughest days in camp you have something to look forward to). It\u2019s not typical of Oreo, a brand that\u2019s marketing is usually playful and light.  <\/p>\n\n\n\n

\n
\"Oreo<\/figure>\n\n\n\n
\"Oreo<\/figure>\n\n\n\n
\"Oreo<\/figure>\n
Images: Rednote\/\u5965\u5229\u5965<\/sub><\/figcaption><\/figure>\n\n\n\n

This push also coincides with the launch of a limited edition Spring range.<\/strong> The season, with its connotations of renewal and so forth, mirrors the character\u2019s arc, lending the product drop a bit more narrative weight.\u00a0<\/p>\n\n\n\n

More broadly, it\u2019s a good example of how brands in China are approaching IP collaborations. Rather than relying on star power alone, they link into the emotional logic of a character audiences already understand. You can look at the wild buzz around Zootopia 2<\/em><\/a> or the Ne Zha <\/em>films for examples of that<\/a>. Black Myth Wukong<\/em> would also fit the bill. In this playbook, it\u2019s not just about star power alone, but what that star\u2019s story can do for your brand.\u00a0\u00a0<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Chinese costume drama Zhu Yu (\u9010\u7389) is currently hot topic in China, and Oreo (\u5965\u5229\u5965) has taken notice. With the series currently airing, the brand has named actress Tian Xiwei (\u7530\u66e6\u8587) as its Spring Brand Ambassador, building the campaign around her role as Fan Changyu (\u6a0a\u957f\u7389), a plucky figure with a rags-to-riches arc and a […]<\/p>\n","protected":false},"author":2,"featured_media":49912,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[69,62],"class_list":["post-49907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nOreo rides Zhu Yu buzz with Tian Xiwei spring tie-in\u00a0<\/title>\n<meta name=\"description\" content=\"Oreo pull off a neat character-driven tie-in with the popular Chinese TV series Zhu Yu. 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