Taobao has teamed up with popular Chinese actor Zhang Linghe for its global 11.11 shopping campaign, introducing a new brand film, interactive in app activities and exclusive fan rewards for shoppers across several markets, including Singapore.
The collaboration was announced on 14 October 2026, alongside the global premiere of Taobao’s latest brand film at 8am Singapore time. The campaign aims to introduce Taobao’s refreshed shopping experience to international users as the platform prepares for its annual 11.11 Sale, also known as Double 11.
The campaign features Zhang Linghe across digital platforms and outdoor advertising at major city landmarks. These include large format video and print billboards, themed subway trains and glasses free 3D displays in Hong Kong, Kuala Lumpur, Bangkok and Singapore.
Known for his performances in Chinese dramas, Zhang has built a growing international fanbase, particularly in Southeast Asian markets such as Thailand and Malaysia. Taobao said his warmth, authenticity and wide range of interests align with the platform’s focus on helping shoppers explore different lifestyles and discover products that suit their personal tastes.
The new brand film brings this concept to life by taking viewers on a journey through Taobao’s shopping experience, starting with a tap on the app icon. Filmed using a motion control robotic camera arm, the video moves through different product categories to recreate the experience of browsing and discovering items on the platform.
Zhang showcases fashion, clothing and thoughtfully designed products to represent the platform’s Quality, Taste and Trendy shopping experiences. His interests in sports, pets and anime highlight Lifestyle, while smart devices represent Smart. Unexpected and playful product discoveries round out the Surprise category.
The campaign introduces six refreshed shopping experiences: Quality, Taste, Lifestyle, Trendy, Smart and Surprise. These cover a range of consumer interests, from finding trusted products and stylish designs to keeping up with viral trends, exploring different lifestyles and discovering practical smart devices.
Taobao said its brand promise, “Find Everything and Anything on Taobao”, is supported by a broad product selection, competitive prices, cross border logistics and localised user services designed to meet shoppers’ everyday needs.
Singapore shoppers can also participate in the campaign’s Daily Treasure Hunt, which runs from 14 October to 13 November 2026. The activity is available through the Taobao app to users in Singapore, Malaysia, Thailand, Hong Kong and Taiwan.
Participants can complete daily tasks such as visiting the app, browsing products, placing orders and inviting friends to earn opportunities to join treasure hunts and accumulate Ling Points. Regular check ins will progressively unlock eight exclusive behind the scenes videos featuring Zhang Linghe.
The accumulated points can be exchanged for digital gifts, Taobao vouchers and Zhang Linghe themed merchandise. Digital rewards include customised in app skins, stickers, phone wallpapers and voice messages. Users who rank among the top participants also stand a chance to receive autographed gifts and other limited-edition rewards. Shoppers can refer to the campaign rules in the app for the full terms and conditions.
During the Double 11 campaign, Zhang will also appear in an exclusive livestream on Taobao, allowing him to connect with fans across 11 markets in real time. The livestream schedule and participation details will be announced through Taobao’s official Instagram account and the app.
Beyond the online activities, the collaboration will extend to physical events in several Asian markets. The first Zhang Linghe themed event will take place in Hong Kong on 15 October, followed by events in Bangkok and Kuala Lumpur on 24 October. Visitors will have the opportunity to experience Taobao’s latest brand campaign in person and stand a chance to receive limited edition merchandise featuring the actor.
The outdoor advertising campaign will also bring Taobao’s refreshed shopping experiences to prominent locations in Hong Kong’s Mong Kok, Tsim Sha Tsui and Causeway Bay, alongside selected locations in Singapore, Kuala Lumpur and Bangkok.
Further information on the in-person events, including venues, opening hours and participation requirements, will be released through Taobao’s official social media channels in the respective markets.
