In 2025, Shanghai-based Tims China named singer-actor Lars Huang its brand ambassador, aiming to improve its Gen Z appeal through online campaigns, merchandise launches, and in-store events. The move surprised industry watchers, as the coffee chain bypassed traditional celebrities in favor of a social media-savvy figure embodying youth trends like authenticity and cross-platform creativity.
In 2025, Tims China tapped singer-actor Lars Huang as ambassador to boost Gen Z appeal via digital campaigns, merch, and events, prioritizing social-savvy authenticity over traditional celebrity endorsements.
Huang’s role includes starring in digital promotions, co-designing limited-edition products, and interacting with fans at store openings, activities tailored to engage under-25 consumers. This youth-centric approach aligns with Tims China’s aggressive growth strategy, which targets over 2,750 stores by 2026 through localized engagement and digital integration.
Tims China’s choice reflects a strategic pivot toward influencers who blend entertainment talent with online clout. Unlike older stars tied to TV or film, Huang rose to fame through music streaming platforms and short-video apps popular with Gen Z. His background as a singer-actor—mixing modern music styles with acting roles and viral social posts—matches Tims’ goal to align with youth culture. His 2023 appearance on the puzzle-solving variety show Detective Academy demonstrated his quick-thinking persona beyond musical performance, further cementing his youth icon status.
“We wanted someone who *lives* the trends we’re embracing,” a company representative noted, highlighting Huang’s relatability and 18 million-strong social following.
Huang’s career trajectory prepared him for the ambassadorship. He initially gained attention in 2018 on *The Voice of China*, where his blend of classical training and pop flair earned a loyal audience. His 2022 debut album expanded his reach, blending genres from hip-hop to ballads, while his acting roles and multilingual skills widened his appeal across regions.
Past brand partnerships, including music-driven ad campaigns, also showcased his marketing versatility.
As ambassador, Huang will front digital campaigns integrating Tims’ products into content promoting individuality—a core brand message. He’ll co-launch merchandise lines featuring streetwear-inspired designs and appear at pop-up events to drive foot traffic.
Tims aims to shift perceptions from a “traditional” coffee chain to a lifestyle hub by linking its offerings to Huang’s creative identity. Sales staff at flagship stores have reported increased youth visits since his appointment.
The strategy mirrors broader industry moves to prioritize multi-skilled influencers over conventional celebrities. Brands increasingly value figures who merge entertainment work with organic social engagement, believing they forge deeper connections with younger audiences.
For Tims, success hinges on translating Huang’s cultural cachet into lasting Gen Z loyalty—a challenge measured not just by sales, but by hashtag trends and app downloads. Early metrics suggest his partnership is elevating the chain’s cool factor, though long-term impact remains to be seen.
