On May 11, Qeelin, a fine jewelry brand under French luxury group Kering, officially announced Wang Chuqin, a key player of the Chinese national table tennis team, as its brand ambassador. Notably, the announcement coincided with Wang’s 25th birthday.
Unlike other luxury brand endorsements by athletes, Wang Chuqin’s collaboration with Qeelin holds irreplaceable uniqueness—rooted in Chinese DNA and Oriental aesthetics.
Founded by Chinese designer Dennis Chan, Qeelin remains one of the rarest jewelry brands in the luxury industry focused on Oriental elements. In the global luxury landscape, Qeelin carries a unique mission: to showcase fascinating Chinese cultural heritage and fusion to the world.
With Wang Chuqin joining, Qeelin’s role as a cultural bridge will grow even more pronounced.
If Oriental aesthetics form the core soft power of the Qeelin brand, then Wang Chuqin’s hard power in competitive sports will enable the brand to further expand its influence in China and globally, enriching and strengthening its cultural expressions of “Chinese Narratives” and “Oriental Style.”
As Dennis Chan, Qeelin’s founder and creative director, remarked: “Wang Chuqin embodies the unique vitality of the new generation. We look forward to more collaborations to convey cultural confidence and continue celebrating Oriental aesthetics.”
China’s Top Athlete: A Global Chinese Symbol of Hard Power
Table tennis, China’s “national sport,” carries the emotions of the entire nation and the global Chinese community. National table tennis athletes not only represent national honor—their every move garners collective attention from Chinese communities worldwide.
Wang Chuqin is an outstanding new-generation athlete who has risen to prominence amid this nationwide fervor. As part of Generation Z, he has naturally become a national idol for young people.
Following Qeelin’s official announcement, the brand swiftly activated large screens in core commercial districts and stores across Beijing, Shanghai, Hangzhou, Shenzhen, Guangzhou, and other cities. These efforts formed an online-offline synergy with fan-led birthday celebrations, spanning local and global audiences.
Hangzhou West Lake’s LED Screen
Guangzhou Fengxing Plaza LED Screen
Fans from Australia, New Zealand, and other countries even traveled to local Qeelin stores to show support.
On social media, the hashtag #QeelinWangChuqin topped Weibo’s trending list with over 40 million views, while Qeelin’s official account garnered over 400,000 likes on a single post.
Wang holds 11 world titles, including the 2024 Paris Olympics Mixed Doubles and Men’s Team gold medals, and the 2024 WTT Finals Men’s Singles championship, setting seven national and global table tennis records.
At just 25 years old, he has become a core member of the national team through his exceptional performances and unique charisma, with every match drawing intense attention.
On May 17, the ITTF World Table Tennis Championships Finals opened in Doha, with Wang Chuqin once again representing the Chinese team.
Fans on social media continue to rally behind him, welcoming his partnership with Qeelin. Many hope the brand’s Wulu necklace—symbolizing “fortune and luck”—will bring him success in Doha.
Qeelin Wulu 18 Collection
Qeelin and Wang Chuqin: Shared Resonance of Oriental Spirit
Ambassador selections reflect a brand’s short-term strategic priorities, but long-term success hinges on shared values and spiritual alignment between the brand and its ambassador.
Currently, Qeelin is gaining recognition among domestic consumers for its Oriental aesthetics and cultural inspiration. With over 60 stores in mainland China—located in premier commercial landmarks like Shanghai’s Plaza 66, Beijing’s WF Central, and Nanjing’s Deji Plaza—the brand delivers strong sales performance.
Qeelin Chengdu Taikoo Li Concept Boutique
Simultaneously, the brand is expanding overseas. Qeelin has retail stores in France, Canada, South Korea, Japan, Singapore, Malaysia, Thailand, Australia, and New Zealand. Last year, it opened a flagship store in Tokyo’s Ginza district and recently launched its third store in Seoul. Despite minimal marketing investment, sales and customer feedback in Japan and South Korea have been encouraging.
Qeelin Tokyo Ginza Flagship
Given Qeelin’s dual focus on China and global markets, the brand must balance an ambassador’s Oriental identity resonance with their global appeal.
While luxury brands like Prada (with table tennis legend Ma Long and basketball star Yang Shuyu) and Dior (with tennis player Zheng Qinwen) have signed Chinese athletes, Qeelin’s partnership with Wang Chuqin is poised to create stronger ripple effects—particularly in emotional resonance.
When consumers buy into shared cultural DNA and values rather than superficial glamour, the synergy between ambassador and brand identity sparks deeper connections.
Rooted in its unique positioning between East and West, Qeelin will leverage Wang’s influence as a top athlete to foster rich, coherent dialogues with consumers worldwide.
Domestically, Wang is a leading figure among China’s new-generation athletes, widely recognized and respected.
Globally, he represents the excellence of contemporary Chinese youth, resonating with overseas Chinese communities and embodying transnational pride.
As more global Chinese learn about Qeelin—a luxury brand with distinct Oriental DNA and aesthetics—through Wang Chuqin, they may feel a profound sense of belonging and pride.
In an interview with LUXE.CO, Qeelin CEO Christophe Artaux shared his insights on consumers:
“Luxury is not only about selling a piece of jewelry; it’s not only about the craftsmanship. It’s more about touching hearts. It’s more about connecting emotionally. Clients want to find an emotional connection with the brand and it’s all about the narrative that the brand stands for.”
This philosophy underpins Qeelin’s cultural roots.
Qeelin Wulu Shanshui Fine Jewelry Collection
Qeelin Bamboo Bo Bo Fine Jewelry Collection
Qeelin’s origin traces back to founder Dennis Chan’s transformative trip to Dunhuang two decades ago, where he felt a cultural mission: “Why isn’t there a global luxury brand showcasing China’s glorious history?”
Named after the Qilin, an auspicious Chinese mythical creature, the brand reimagines familiar motifs—Dunhuang’s celestial dancers, gourds, lotuses, and pandas—into modern jewelry.
Christophe Artaux emphasizes differentiation: ” We are definitely different from the others. Qeelin is a unique Chinese brand and we will capitalize on this uniqueness because I think it’s the only way to emerge in a very crowded landscape. “ This ethos extends to ambassador strategies.
Chinese Symbols Reshaping the World
Since its 2004 founding, Qeelin’s vision has been to “bring Chinese culture and symbols to the world.”
Though still young in the heritage-driven luxury jewelry sector, Qeelin’s partnership with Wang Chuqin reaffirms its long-term vision.
The athlete’s discipline—honed through relentless training—aligns with Qeelin’s pursuit of craftsmanship excellence. As the brand stated: “The resilience forged through countless repetitions in training mirrors Qeelin’s dedication to artisanal mastery—two realms united by their pursuit of perfection.”
Oriental aesthetics and artisanal mastery define Qeelin’s competitiveness. This commitment to excellence also guides its ambassador criteria. Whether Wang’s athletic dominance or Lay Zhang’s mission to globalize Chinese music, each embodies Qeelin’s spirit.
Qeelin’s Global Brand ambassadors Yoona Lim, Liu Shishi, and Lay Zhang at the 2025 Miracle Garden Event (Left to right: CEO Christophe Artaux; Global Brand ambassadors Yoona Lim, Liu Shishi, Lay Zhang; Kering Greater China President Cai Jinqing; founder Dennis Chan)
Christophe Artaux notes shifting tides: ” It’s true that the luxury business was very often associated to the western world. But now we could see a clear shift, because there’s been an emergence of many Chinese brand showing that they can absolutely outstanding in many different categories. “
For Qeelin, this shift offers a chance to steadily build global influence, advancing its vision of “fascinating Chinese cultural heritage and fusion to the world.”
As Christophe Artaux concludes: “This vision is what I’m sure will happen in the future. But we have to be ready on that. I am hoping we’re one of those brands that are playing a role.”
丨Reporter: Jin Daixi
丨Editor: Zhu Ruoyu
