A new industry report has shed light on the staggering endorsement fees earned by China’s biggest celebrities, highlighting advertising contracts as one of the entertainment industry’s most lucrative revenue streams.
According to 163, Beijing Xingfeng Culture Media Co., Ltd. released a reference pricing guide for celebrity endorsements, revealing that a single 30-second commercial appearance can earn top stars tens of millions of yuan.
Veteran icons remain among the most expensive celebrities for brand endorsements. Faye Wong and Tony Leung reportedly command around 50 million yuan per endorsement contract. Xiao Zhan previously set an industry record by signing a 60 million yuan endorsement deal. While that remains an exceptional case, he reportedly earns an average of 25 million yuan per brand partnership, making him one of the highest-paid younger actors.
Among younger celebrities, Jackson Yee tops the list with an endorsement fee of 30 million yuan per contract. Veteran actor Hu Ge reportedly receives 26 million yuan, while Wang Yibo, often called China’s “endorsement king,” earns approximately 20 million yuan per partnership and currently represents 33 luxury and commercial brands.
Among A-list actresses, Zhao Liying reportedly commands the highest endorsement fee at 18 million yuan. Close behind are celebrities including Yang Mi, Liu Wen, Victoria Song, Nicholas Tse, Ge You and Wang Zhiwen. Each reportedly charging around 17 million yuan per endorsement.
Meanwhile, stars typically earning around 15 million yuan annually for brand ambassador contracts include: Dilraba Dilmurat, Liu Yifei, Yang Zi, Yang Yang, Li Xian, Chen Feiyu, Chen Weiting, Zhang Ruoyun. Zhou Dongyu, Liu Haoran, Wang Hedi, Angelababy, Tang Wei, Liu Shishi, Zhou Xun, Wallace Huo, Jiang Shuying, Tong Liya, Yang Chaoyue, Shen Teng, Wang Baoqiang, singer JJ Lin, table tennis champion Sun Yingsha, singer Hua Chenyu and host Wang Han.
Actress Guan Xiaotong, long known as China’s “Nation’s Daughter,” reportedly earns between 14 million and 23 million yuan per endorsement thanks to her long-standing popularity.
Fast-rising actor Zhang Linghe, who currently represents 18 brands, reportedly commands 8–10 million yuan per endorsement. Other stars in a similar price range include: Wang Anyu, Ding Yuxi, Zhang Zifeng, Jing Tian, Esther Yu and Ouyang Nana.
According to 163, endorsement contracts vary significantly depending on the scope of cooperation. Brands pay different rates depending on whether a celebrity appears in print advertisements, video commercials, promotional events, or long-term ambassador campaigns. Short-term collaborations lasting around three months can still generate 5–7 million yuan.
Companies also negotiate details such as filming schedules, promotional appearances, event participation, and campaign duration. However, celebrities do not keep the entire payment, as endorsement earnings are typically shared with agencies, management companies, and advertising brokers.
Despite their prestige, luxury brands are not necessarily the highest-paying advertisers. According to Sina, many celebrities actively seek partnerships with luxury houses to elevate their public image, even if the endorsement fees are relatively modest. In some cases, celebrities reportedly cover certain expenses themselves simply to strengthen their fashion credentials.
The report also notes that celebrities are expected to thoroughly evaluate brands before signing endorsement deals, as reputational risks can be severe. Actress Jing Tian was previously banned from accepting new endorsement contracts for three years after promoting a substandard product, while television host Wang Han faced widespread criticism after endorsing a financial app that later became embroiled in legal troubles, causing losses for many users.
Sources: Znews
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