Chinese dramas and films

On June 14, 2026, Xiao Zhan was officially named global brand ambassador for household care brand "Chao Neng" (超能).

The commercial, also released today, features the actor promoting a new scented fabric softener, marketed as "Chao Neng Herbal Aroma Therapy Liquid Detergent" (Chao Neng Zhi Yu Xiang Fen Xi Yi Ye, 超能植愈香氛洗衣液).

On his Weibo page, Xiao Zhan accompanied the video with the following message:

"In the art of living with #ChaoNeng#, draw on nature's purifying power and set off on a journey toward natural healing. Having experienced countless things, let plants bring you healing."

The final line is the campaign's slogan (体验过万千，「植」为「愈」见你), which is difficult to translate literally due to a play on Chinese characters, though its meaning is clear.

Xiao Zhan's new status covers five product categories: fabric care, kitchen hygiene, household cleaning, personal hygiene and the SupNice sportswear line.

"Chao Neng" is owned by the Nice Group and is a market leader in natural hygiene products. The campaign emphasises an eco-friendly lifestyle. The new fabric softener features luxury scents created by perfumer Yves Cassar. The product uses microcapsule technology to lock in fragrance for up to 720 hours, holds a green certification, has five patents for its scent and contains 100% natural plant oils.

The advertising campaign was crafted with particular attention to aesthetics: the brand's signature style — natural purity — is paired with the actor's warm gaze and easy‑going charm. The visual narrative creates a calming, journey‑like atmosphere, featuring outdoor shoots, soft lighting, fabric textures and close‑up shots that convey the tactile sensation of cleanliness and softness.

Fans responded immediately to the news, urging each other to support the star with purchases at official retail outlets. The ads have been placed on Weibo, Xiaohongshu, Douyin and official WeChat groups.

Video on Weibo

In fact, advertising with Xiao Zhan has become an art form in its own right. Recall the previous campaign — its colour palette was simply stunning.