# Asian Star Luxury Endorsements Hugo Boss Taps Chow Yun-Fat As Brand Ambassador for New Campaign By Katherinev123 | Published 2012-07-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/chow-yun-fat References: [popsop](http://popsop.com/56833) & [campaignasia](http://www.campaignasia.com/Article/307860,chow-yun-fat-is-hugo-boss-first-asian-celebrity-brand-ambassador.aspx) Chow Yun-Fat, the Hong Kong-based actor who starred in such action-packed films as Crouching Tiger, Hidden Dragon, is now the face of Hugo Boss's [luxury menswear brand](https://www.trendhunter.com/trends/luxury-menswear-campaign). The brand has enlisted Chow Yun-Fat to be the brand ambassador for the latest ad campaign promoting apparel from the Boss Selection Autumn Winter 2012 line. This line is Hugo Boss's luxury menswear line targeted at "middle-aged solvent consumers," describes Popsop, and the setting is the rooftop of the Tsim Sha Tsui district in Hong Kong. The move is an appropriate one for Hugo Boss, which just celebrated its 25th anniversary in Singapore, Hong Kong and Taiwan. What's more, according to a Hugo Boss spokesperson, having Chow Yun-Fat as a brand ambassador echoes the prominence of the Asian market in terms of luxury retail, and that many international luxury brands are now using more Asian stars and artists in their campaigns. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 32% | Activity: 48% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Luxury Asian Brand Ambassadors:** Disruptive innovation opportunity: Explore partnerships with Asian celebrities to promote luxury brands and tap into the growing Asian luxury retail market. - **Middle-aged Luxury Menswear:** Disruptive innovation opportunity: Develop high-end menswear lines targeted specifically at middle-aged consumers to cater to their luxury fashion needs. - **Asian Influence in Luxury Retail:** Disruptive innovation opportunity: Incorporate more Asian stars and artists in brand campaigns to leverage the prominence of the Asian market in the luxury retail industry. ### Who This Affects Most - **Luxury Fashion:** Disruptive innovation opportunity: Introduce innovative designs and marketing strategies to appeal to the growing middle-aged luxury fashion consumer segment. - **Celebrities and Entertainment:** Disruptive innovation opportunity: Collaborate with Asian celebrities and artists to enhance brand recognition and reach in the luxury retail industry. - **Advertising and Marketing:** Disruptive innovation opportunity: Develop innovative advertising campaigns that leverage the influence of Asian stars and artists to attract the attention of luxury consumers. ## Related on Trend Hunter - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Celebrity Brand Ambassadorships](https://www.trendhunter.com/trends/uniqlo-taps-cate-blanchett.md) - [Charitable Photography Exhibitions](https://www.trendhunter.com/trends/hong-kongmorning.md) - [Actress Retail Brand Ambassador](https://www.trendhunter.com/trends/uniqlo-global-brand-ambassador.md) - [Chinese Restaurant-Branded Fashion Lines](https://www.trendhunter.com/trends/mr-chow1.md) - [Lunar New Year Influencer Campaigns](https://www.trendhunter.com/trends/remy-martin-1.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Chinese Tradition-Celebrating Accessory Collections](https://www.trendhunter.com/trends/2025-chinese-new-years.md) - [Cat-Starred Watch Campaigns](https://www.trendhunter.com/trends/big-bang-watch.md)