Taobao Partners with Zhang Linghe to Bring Cross-Border Users Six Refreshed Shopping Experiences

BANGKOK, Oct. 14, 2026 /PRNewswire/ -- Taobao Tmall World ("Taobao") today announced a collaboration with popular actor Zhang Linghe, premiering its latest brand film across major online platforms worldwide. The launch is accompanied by an outdoor advertising campaign at prominent city landmarks, featuring large-format video and print billboards, themed subway trains and glasses-free 3D displays. Beginning with the Taobao 11.11 Sale ("Double 11"), the collaboration invites cross-border users to explore the app and discover its six refreshed shopping experiences — QUALITY, TASTE, LIFESTYLE, TRENDY, SMART, and SURPRISE.

The Taobao app also features a Zhang Linghe-themed interface and a daily treasure-hunt campaign through which users can unlock exclusive Zhang Linghe-themed rewards. During Double 11, Zhang will appear in an exclusive livestream in the app, connecting with fans across markets in real time. Powered by Zhang Linghe's globally appealing image and soaring popularity, Taobao will kick off its Double 11 campaign by inviting users worldwide to open the Taobao app and discover the unique shopping joy of its six refreshed user experiences.

Find Everything, Find Joy: Open the Taobao App with Zhang Linghe

As Chinese dramas continue to gain popularity worldwide, Zhang Linghe's outstanding performances have attracted a growing international fan base, particularly in Southeast Asian markets such as Thailand and Malaysia, where he is warmly embraced by local audiences as a bona fide international star. On screen, he brings depth and nuance to every role; off screen, he pursues a wide range of interests. His warmth, authenticity and curiosity about the world align closely with Taobao's brand value of helping users explore diverse lifestyles and find joy in every discovery.

"Exploring new things and spending time on hobbies help me discover more possibilities in life and bring inspiration to the different characters I play," said Zhang Linghe. "People around the world have a lifestyle they aspire to, but finding products that truly match their tastes can be challenging when choices are limited. Now, with the Taobao app, not only can you easily find what you are looking for, but you will also discover unexpected surprises along the way. The variety of styles and options on Taobao can spark new ideas right in the middle of your everyday life. I'm delighted to partner with Taobao and invite users around the world to explore the app with me and experience the joy of shopping, where surprises await at every turn."

Taobao's brand promise, "Find Everything and Anything on Taobao", is built on a broad product selection and quality at competitive prices, supported by a long-term commitment to building reliable cross-border logistics and localized user services. Together, these cater to a wide range of shopping needs across different everyday scenarios and personal styles.

As users' expectations for cross-border goods continue to rise, Taobao is introducing six refreshed shopping experiences, going one step further to deliver the shopping experience users across markets have been waiting for:

1. Quality: Enjoy Trusted Quality on Taobao.
2. Taste: Shop Stylish Designs on Taobao.
3. Lifestyle: Embrace Diverse Lifestyle on Taobao.
4. Trendy: Catch the Viral Trends on Taobao.
5. Smart: Upgrade to a Smarter Life on Taobao.
6. Surprise: Discover Unexpected Finds on Taobao.

Taobao's New Brand Film Premieres Globally Today

Zhang Linghe Brings Six Refreshed Shopping Experiences to Life

Taobao's new brand film premiered globally at 8 a.m. on October 14 (GMT+8). The collaboration between Taobao and Zhang Linghe is a perfect meeting of "endless possibilities": Taobao is all about infinite exploration where anything can be found and surprises await at every turn, while Zhang Linghe keeps reinventing himself with fresh, memorable images.

Beginning with a tap on the Taobao app icon, the film takes viewers into a world of products and possibilities. Filmed with a motion-control robotic camera arm (MOCO), the film moves fluidly to mirror the immersive experience of browsing and discovering products on Taobao.

Through thoughtfully designed products, well-crafted clothing and avant-garde fashion, Zhang Linghe showcases Taste, Quality and Trendy. His interests in sports, pet care and anime illustrate Lifestyle, while smart devices highlight Smart. Playful, unexpected finds capture the spirit of Surprise.

Together, these sequences reveal different facets of Zhang Linghe's personality and invite viewers to explore their own interests through Taobao. The film closes with Zhang Linghe tapping the app again, welcoming audiences to discover more under the brand promise, "Find Everything and Anything on Taobao".

Join the Daily Treasure Hunt and Redeem Limited-Edition Zhang Linghe Rewards

From October 14 to November 13, users in the five markets of Hong Kong, China; Taiwan, China; Malaysia, Singapore and Thailand can join the "Daily Treasure Hunt" campaign in the Taobao app. Simply completing daily tasks such as visiting the app, browsing, placing orders or inviting friends gives users opportunities to take part in treasure hunts and earn "Ling Points". Accumulated check-ins progressively unlock eight exclusive behind-the-scenes videos featuring Zhang Linghe.

Points can be redeemed for digital gifts, Taobao red packets and Zhang Linghe-themed merchandise. Digital gifts include Zhang Linghe-themed in-app skins, stickers, phone wallpapers and voice blessings. Top-ranking users also have a chance to receive autographed gifts and other limited-edition rewards.

During the Double 11, Zhang Linghe will appear in an exclusive in-app livestream, connecting with fans across 11 markets in real time with no time-zone barrier. The schedule and participation details will be announced on Taobao's official Instagram account and in the app.

Taobao x Zhang Linghe: From Landmark Ads to In-Person Events

Alongside the brand film, the campaign will appear at prominent landmarks in Hong Kong's Mong Kok, Tsim Sha Tsui and Causeway Bay, as well as Kuala Lumpur, Bangkok and Singapore. Advertising formats include large-format video and print billboards, themed subway trains and glasses-free 3D displays. These outdoor visuals bring the fun and immersion of Taobao's six refreshed shopping experiences right into the familiar streets of each city.

Zhang Linghe-themed in-person events will follow, beginning in Hong Kong on October 15, then in Bangkok and Kuala Lumpur on October 24. Local visitors can experience Taobao's latest brand-refresh activities on site and have a chance to receive limited-edition Zhang Linghe-themed Taobao gifts. Venues, opening hours and participation details will be announced on Taobao's official social media channels in each market.