The Estée Lauder-owned luxury skin care giant has tapped the Taiwanese singer Jay Chou, referred to by fans as the “King of Mandopop,” as its latest ambassador.

Chou’s first campaign with the brand will feature the Treatment Lotion, an essence that retails for $190.

As reported, La Mer grew double-digits in 2023, according to the Estée Lauder Cos. chief executive officer Fabrizio Freda. Doubling down on that growth in key markets, such as China, is part of the parent company’s larger growth plan. At the time of the company’s most recent financial results, La Mer had grown in every geography.

“La Mer’s skin philosophy really resonates with me. I believe that youth is not fleeting; it’s timeless,” Chou said in a statement. “With La Mer, the youthful energy of skin can be recharged. I am so excited to partner with La Mer and celebrate the brand’s belief that self-care is for everyone.”

Chou, who boasts more than 9 million followers on Instagram alone, was also named global ambassador of Rimowa in March, and of Dior in December 2023. He’s also proven adept at driving buzz, having sold more than 30 million albums globally. In 2022, he caused a social media frenzy in China after recording scenes of a music video in Parisian department store La Samaritaine.