Actor Huang Bo Replaces Messi as New Face of Chishuihe Liquor, Signaling a Shift to Everyday Appeal.

Chishuihe Liquor first enlisted Messi in January 2024, hoping that the Argentine star’s worldwide fame would catapult its “sauce‑fragrance” baijiu onto the international stage. The strategy backfired when a series of missteps – including a widely reported incident in which Messi’s promotional video was criticised for cultural insensitivity and subsequent rumors that the brand had withdrawn and then reinstated Messi‑branded bottles – ignited a wave of criticism on China’s most popular social platform, Weibo. Users vented frustration, questioning whether the partnership was failing to move product and speculating that the contract had simply run its course.

Enter Huang Bo, whose image is rooted in a “national‑level affinity” and a narrative of rising from humble beginnings to household name. The actor’s fans describe him as “down‑to‑earth” and “life‑oriented,” qualities the brand hopes will resonate with everyday consumers rather than the aspirational, luxury‑focused messaging that accompanied the Messi era. Early reactions on Weibo have been overwhelmingly positive. Commentators note that Huang Bo’s selection feels “pleasing to the eye” and that his presence brings a “smoky, everyday” feel to the liquor, shifting the conversation from vintage and craftsmanship to the simple joy of raising a glass at any moment. One user summed it up succinctly: “The best celebrations don’t need grand reasons; they’re worth toasting to because the moment is here.”

The sentiment on social media also underscores a palpable sense of relief at the change of guard. Posts such as “The previous endorser has finally been replaced?” and questions about whether Messi’s line was “selling poorly or simply expired” reveal that many consumers saw Huang Bo’s appointment as a corrective measure. Even those who recalled the controversy surrounding the “Messi‑signed blessing edition” of Chishuihe Liquor expressed optimism that the brand’s pivot would restore faith, while playfully wondering whether die‑hard Messi fans might feel slighted.

Beyond the buzz, the partnership carries clear strategic objectives. Chishuihe’s new tagline, “Good to drink, Chishuihe Liquor,” is paired with a campaign slogan that encourages “celebrating every beautiful moment.” Marketing insiders suggest the brand will weave the story of the “Four Crossings of the Chishui River” – a historic Red Army campaign – into future advertisements, hoping to intertwine cultural heritage with contemporary relevance. The company appears to be testing a “reconstruction experiment” in the baijiu market: rather than courting elite connoisseurs, it aims to embed its product in the fabric of ordinary celebrations, from family dinners to impromptu gatherings.

Analysts will be watching closely to see whether Huang Bo’s endorsement can translate the wave of goodwill into tangible sales growth. The liquor sector, traditionally dominated by heritage and regional loyalty, has been slowly opening to celebrity‑driven narratives, but the success of such tactics hinges on authenticity and public resonance. If Huang Bo’s “grassroots‑to‑riches” story strikes a chord, Chishuihe could emerge not only with a repaired reputation but also with a broader, more inclusive consumer base.

For now, the combination of an actor whose image aligns with everyday Chinese life and a brand eager to shed the controversy of its prior global star partnership appears to have struck a chord. The coming months will reveal whether the shift from Messi’s international glitz to Huang Bo’s relatable charisma can indeed lift Chishuihe Liquor from the shadows of a troubled endorsement into the spotlight of renewed popularity.