Spring Sugar 2026 First Hot Topic Revealed: Ma Dong Endorses Sheide Zizai, Outdoor Advertising Exposure

On March 17th, major news broke in the market: Shede Zizai’s brand poster featuring its first brand ambassador, Ma Dong, has appeared on outdoor screens in several key commercial districts in Chengdu. The company has not officially announced this yet; this exposure is likely a test broadcast in advertising. As the spring trade fair, a barometer of economic consumption, draws media attention to Chengdu, this “spoiler” has already become a hot topic at the fair.

Ma Dong, a pioneer in the content industry, has a rather legendary experience. His insightful thinking and equal dialogue resonate widely across generations, and his “young-at-heart” image has become deeply ingrained. The major IPs created by Ma Dong’s team, such as “U Can U Bibi,” are especially popular among young people. Ma Dong’s naturally relaxed demeanor aligns perfectly with Shede Zizai’s advocacy of the “Relax and Enjoy Yourself” philosophy.

Since its launch at the end of August last year, Shede Zizai has quickly gained market favor with its distinctive qualities of “authentic aged liquor, high quality-to-price ratio, and light, flavorful enjoyment.” It has also won multiple major awards through breakthroughs in design concepts, scene innovation, and taste experience.

This test broadcast of outdoor advertising is a clever strategic move, leveraging the peak traffic during the Canton Fair, when merchants and media gather in large numbers. It is reported that Shede Zizai will continue to develop a series of in-depth brand collaborations centered around Ma Dong. By leveraging the ambassador’s broad influence, the brand aims to establish a strong recognition in consumers’ minds of “The era of light business, drinking Shede Zizai,” and further break into new markets.