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Lock&Lock announced on the 4th that it has selected popular Chinese actor Gong Jun as its global representative model. Photo by Lock&Lock

[Asia Economy Reporter Kim Heeyoon] Lock&Lock announced on the 4th that it has selected popular Chinese actor Gong Jun as its global representative model.

Gong Jun is an actor who was ranked first by the Chinese big data analysis agency 'Aiman Index' in July and is currently the most popular celebrity in China. He starred as the lead actor in the drama Sanhalyeong in the first half of this year, and as Sanhalyeong was broadcast worldwide through Netflix, his recognition has increased overseas, especially in Southeast Asia.

Since more than 70% of Gong Jun's fandom is female, Lock&Lock plans to actively target the core customer base of young women in their 20s and 30s through this global representative model selection.

Gong Jun will serve as a promotional model for beverageware and food storage containers worldwide where Lock&Lock operates, including China, Southeast Asia, Korea, the United States, and Europe, until September next year.

In September, Gong Jun began full-scale promotional activities with Lock&Lock's main new products for the Chinese market, the Silhouette Tumbler and the Dandy Tumbler. The Silhouette Tumbler was nicknamed the 'Susu Tumbler' to make it easier for customers to remember the product name by leveraging Gong Jun's nickname in China as the 'Sourou (fried pork dish) Prince.'

Lock&Lock plans to promote its main categories, beverageware and food storage containers, by featuring Gong Jun as the global representative model at China's largest shopping festival, Guanggunjie, in November and the Double Twelve Festival in December.

Kang Sanggu, Executive Director of Lock&Lock China Sales Headquarters, said, "Thanks to Gong Jun's handsome appearance and sophisticated image, Lock&Lock tumblers, water bottles, and food storage containers are spreading through various digital channels, capturing the attention of global consumers. We will create a synergy effect with Gong Jun to introduce Lock&Lock products, which have stylish designs and excellent functions, to the world."

This content was produced with the assistance of AI translation services.