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. has released a benchmark price 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 have around 50 million yuan for each endorsement deal. Xiao Zhan had previously set an industry record by signing a 60 million yuan endorsement deal. While this 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 around 20 million yuan per partnership and currently represents 33 commercial and luxury brands.
Among A-list actresses, Zhao Liying would have the highest compensation, amounting to 18 million yuan. Close behind are celebrities including Yang Mi, Liu Wen, Victoria Song, Nicholas Tse, Ge You and Wang Zhiwen. Each reportedly charges around 17 million yuan per approval.
Meanwhile, stars typically earn about 15 million yuan per year for brand ambassador contracts: Dilraba Dilmurat, Liu Yifei, Yang Zi, Yang Yang, Li Xian, Chen Feiyu, Chen Weiting, Zhang Ruoyun. Lin, champion table tennis singer Sun Yingsha, Hua Chenyu and host Wang Han.
Actress Guan Xiaotong, long known as China’s “nation’s daughter,” earns between 14 and 23 million yuan per endorsement due to her long-standing popularity.
Fast-rising actor Zhang Linghe, who currently represents 18 brands, reportedly got 8-10 million yuan for each 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, sponsorship contracts vary considerably depending on the scope of cooperation. Brands pay different rates depending on whether a celebrity appears in print ads, video spots, promotional events or long-term ambassador campaigns. Short-term collaborations lasting about three months can still generate 5-7 million yuan.
Companies also negotiate details such as filming schedules, promotional appearances, event attendance and campaign length. However, celebrities do not keep the entire payment, as earnings from endorsements are typically shared with agencies, management companies and advertising intermediaries.
Despite their prestige, luxury brands are not necessarily the highest-paid 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 cover some expenses themselves simply to bolster their fashion credentials.
The report also notes that celebrities are expected to carefully evaluate brands before signing endorsement deals, as reputational risks can be severe. Actress Jing Tian was previously banned from accepting new endorsement deals for three years after promoting a substandard product, while TV host Wang Han faced widespread criticism after endorsing a financial app that later became embroiled in legal problems, causing losses to many users.
Sources: Znews
