Rockit announces partnership with Chinese megastar Wang Yibo

New Zealand company Rockit has announced a new brand ambassador partnership with Chinese celebrity Wang Yibo.

The announcement refelcts the band’s long-term commitment to growth in China.

An actor, singer, dancer, road motorcycle racer and race car driver, Wang is most recently known for his outdoor exploration series, Exploring the Unknown with Wang Yibo, produced by Warner Bros Discovery.

He has also partnered with major global brands including Chanel and Lacoste, and is widely regarded as one of China’s most commercially influential entertainers.

Ambitious plans

From May 20, Wang will help raise awareness of Rockit’s New Zealand-grown miniature apples in China through a high-profile campaign spanning multiple key channels.

This partnership builds on the brand’s existing marketing strategy while continuing to strengthen long-term brand equity.

It also aims to expand awareness, accelerate consumer trial and build lasting loyalty in key markets such as China.

A powerful platform

Rockit Global CEO Grant McBeath says the organisation is thrilled to be partnering with Wang.

“Partnering with a brand ambassador of Yibo’s calibre provides a powerful way to reach new audiences at scale, encourage first-time purchase and continue building a broader and more loyal consumer base over time.

“Trial is one of the most important drivers of growth for Rockit – when consumers try our apples, they tend to come back, with around 80% of consumers going on to repurchase.

“Yibo’s scale and influence provide a powerful platform to expand brand awareness and reach new consumers at pace,” he says.

A natural fit

McBeath adds that the partnership is a huge coup for any brand, let alone one from a small market like New Zealand.

“For those less familiar with the Chinese market, Yibo is highly selective about the brands he partners with, typically aligning with aspirational names. Rockit is proud to be among that group, reflecting the strength of our brand and our growth ambition in China.

“Our partnership with Yibo is a natural fit. He is active, adventurous and health-conscious – values which closely align with Rockit. Yibo also represents everything Rockit stands for – energy, ambition and a passion for doing things differently.

“He pursues excellence across multiple disciplines, whether that’s on-screen, on stage or on a race-track. We couldn’t think of a better person to bring the Rockit story to consumers in China.”

Combine bold thinking with long-term investment

“China is the world’s largest and most dynamic apple market and a critical pillar of our global growth strategy,” McBeath adds.

“This partnership is a significant step forward in our ambition to build a premium, recognisable brand that connects directly with consumers.

“From the beginning, Rockit has challenged convention in the apple category – from creating a new product format, to building a global premium brand. This partnership continues that approach, combining bold thinking with long-term investment,” he says.