PlatformsFeaturedSoutheast Asia

Shopee Singapore adopts very first local ambassador ahead of its 9.9 sale

MARKETECH APAC - August 24, 2020

Singapore –  For the very first time since it launched, Shopee has partnered a local personality for its brand ambassadorship, but it isn’t how one would commonly think of in terms of seeing a brand model.

Ahead of its 9.9 super sale, Shopee has announced that it has gotten iconic TV character Phua Chu Kang to represent its brand.

The character Phua Chu Kung, which was played by actor Gurmit Singh, is the protagonist of its namesake sitcom and was one of the most popular comedy icons in the country. The sitcom ran from 1996-2007, where the character is identified to be an eccentric contractor, with a staple appearance of wearing yellow boots, and having a large mole on the face. 

In the past, Shopee has been signing international celebrities to represent its brand. In November of 2018, it inked a partnership with South Korean girl group, Black Pink, and in August of 2019, it tapped professional footballer Cristiano Ronaldo. 

Chief Commercial Officer Zhou Junjie said the company believes that Phua Chu Kang is a perfect match for the brand as the character’s attributes parallel its deep understanding of Singapore and its culture.

”Phua Chu Kang has always been a celebrated local icon and at Shopee, it was particularly meaningful for us to appoint an ambassador that creates a sense of oneness among local communities,” said Zhou. 

For starters, Phua Chu Kang will start showing up in exclusive appearances for the platform’s annual shopping event, 9.9 Super Shopping Day. 

The sale event started last week in Southeast Asia and Taiwan and is set to run for three weeks until Sept. 9. For the duration of the super sale, the platform is said to feature a series of promotions, new in-app games, and exclusive perks in partnership with leading industry partners.