Taobao Tmall World (“Taobao”) has teamed up with popular actor Zhang Linghe to launch a brand film on major online platforms globally. This includes an outdoor advertising campaign in Hong Kong, with big video and print billboards, themed subway trains, and glasses-free 3D displays. Starting with the Taobao 11.11 Sale (“Double 11”), users are encouraged to explore the app and its six new shopping experiences — QUALITY, TASTE, LIFESTYLE, TRENDY, SMART, and SURPRISE.
The app features a special Zhang Linghe interface and a treasure-hunt campaign where users can earn exclusive rewards themed around him. During Double 11, Zhang will host a livestream in the app, engaging with fans in real-time. With Zhang Linghe’s popularity, Taobao invites users worldwide to discover the excitement of its refreshed shopping experiences.
Find Everything, Find Joy: Open the Taobao App with Zhang Linghe
As Chinese dramas gain worldwide popularity, Zhang Linghe’s performances have drawn a growing international fan base, especially in Southeast Asia, where he is embraced as a star. On screen, he brings depth to every role; off screen, he pursues various interests. His warmth and curiosity align with Taobao’s brand value of helping users explore diverse lifestyles and find joy in discovery.
“Exploring new things and spending time on hobbies help me discover more possibilities in life and bring inspiration to the different characters I play,” said Zhang Linghe. “People around the world have a lifestyle they aspire to, but finding products that truly match their tastes can be challenging when choices are limited. Now, with the Taobao app, not only can you easily find what you are looking for, but you will also discover unexpected surprises along the way. The variety of styles and options on Taobao can spark new ideas right in the middle of your everyday life. I’m delighted to partner with Taobao and invite users around the world to explore the app with me and experience the joy of shopping, where surprises await at every turn.”
Taobao’s brand promise, “Find Everything and Anything on Taobao”, is based on a vast product selection, competitive pricing, and a commitment to reliable cross-border logistics and localized services, catering to diverse shopping needs and personal styles.
As users’ expectations for cross-border goods continue to rise, Taobao is introducing six refreshed shopping experiences, going one step further to deliver the shopping experience users across markets have been waiting for:
- Quality: Enjoy Trusted Quality on Taobao.
- Taste: Shop Stylish Designs on Taobao.
- Lifestyle: Embrace Diverse Lifestyle on Taobao.
- Trendy: Catch the Viral Trends on Taobao.
- Smart: Upgrade to a Smarter Life on Taobao.
- Surprise: Discover Unexpected Finds on Taobao.
Taobao’s New Brand Film Premieres Globally now as Zhang Linghe Brings Six Refreshed Shopping Experiences to Life
Taobao’s new brand film premiered globally on October 14 at 8 a.m. (GMT+8), featuring a collaboration with Zhang Linghe that embodies “endless possibilities.” The film invites viewers into a world of exploration and discovery, filmed with a motion-control robotic camera arm (MOCO) for a fluid experience.
Zhang Linghe highlights Taste, Quality, and Trend through thoughtfully designed products and avant-garde fashion. His interests, including sports, pet care, and anime, illustrate Lifestyle, while smart devices emphasize Smart. The film captures Surprise with playful, unexpected finds.
Together, these sequences reveal different facets of Zhang Linghe’s personality and invite viewers to explore their own interests through Taobao. The film closes with Zhang Linghe tapping the app again, welcoming audiences to discover more under the brand promise, “Find Everything and Anything on Taobao”.
Watch Taobao’s new brand film here: https://www.instagram.com/p/DedC8iHh6jZ/
Join the Daily Treasure Hunt and Redeem Limited-Edition Zhang Linghe Rewards
From 14 October to 13 November 2026, users in Hong Kong, Taiwan, Malaysia, Singapore, and Thailand can join the “Daily Treasure Hunt” campaign in the Taobao app. By completing daily tasks like visiting the app, browsing, placing orders, or inviting friends, users can participate in treasure hunts and earn “Ling Points.” These points help unlock eight special behind-the-scenes videos featuring Zhang Linghe.
Users can exchange points for digital gifts, Taobao red packets, and merchandise themed around Zhang Linghe. Digital gifts include customized skins, stickers, phone wallpapers, and voice messages featuring Zhang Linghe. Top users also have a chance to win signed gifts and other limited-edition rewards. You can find full details in the campaign rules here.
During the Double 11 event, Zhang Linghe will participate in an exclusive live stream in the app, engaging with fans from 11 markets at the same time. The schedule and details on how to participate will be shared on Taobao’s official Instagram account and in the app.
Alongside the brand film, the campaign will appear at prominent landmarks in Hong Kong’s Mong Kok, Tsim Sha Tsui and Causeway Bay, as well as Kuala Lumpur, Bangkok and Singapore. Advertising formats include large-format video and print billboards, themed subway trains and glasses-free 3D displays. These outdoor visuals bring the fun and immersion of Taobao’s six refreshed shopping experiences right into the familiar streets of each city.
Zhang Linghe-themed in-person events will follow, beginning in Hong Kong on October 15, then in Bangkok and Kuala Lumpur on October 24. Local visitors can experience Taobao’s latest brand-refresh activities on site and have a chance to receive limited-edition Zhang Linghe-themed Taobao gifts. Venues, opening hours and participation details will be announced on Taobao’s official social media channels in each market.