Celebrity‑Backed Luxury Nut Gift Box Ignites Fan‑Frenzy on China’s E‑Commerce Platforms

The gift box is a hybrid of jewelry, fan memorabilia and novelty, bundling a pure‑gold crystal bracelet with seven layers of “exquisite” Cheng Yi‑related merchandise, plus a trio of stylised nuts – peanuts, chestnuts and red dates – each chosen for its traditional Chinese auspicious meaning. The peanuts promise “good things happen,” the chestnuts hint at “immediate wealth,” and the red dates symbolize “early blessings.” The packaging, described by fans on Weibo as “too beautiful” and “so high‑end,” is a sleek, jewel‑grade container that doubles as a jewelry storage case, blurring the line between everyday accessory and collector’s item.

What makes this launch noteworthy is not just the product itself but the way it crystallises several trends reshaping Chinese consumer culture. First, the sheer weight of Cheng Yi’s endorsement underscores the growing clout of celebrity influence in the luxury market. The actor, already a global ambassador for Six Fortune Jewellery, has turned a standard promotional push into a cultural event, with fans posting phrases like “锁定8月17日20:00” (“lock in August 17, 8 p.m.”) and urging friends to “速冲!” (“rush to buy!”). The campaign’s success illustrates how brands are betting on the emotional connection fans have with idols to drive sales, especially among younger, digitally native shoppers.

Second, the launch leans heavily into scarcity marketing. By limiting the run to 3,400 sets worldwide, Lukfook creates a sense of urgency that fuels rapid purchasing and, potentially, a secondary market where resale prices could soar. The “global limited” label, paired with the promise of signed items from Cheng Yi and exclusive gift coupons, turns the product into a status symbol as much as a piece of jewelry.

Third, the promotion is a textbook case of digital‑first commerce. The campaign has been amplified on Weibo with hashtags such as #成毅同款奇趣坚果礼盒# and #港真品牌认准六福#, encouraging users to share, like and retweet for giveaway entries. The partnership with JD.com, a leading e‑commerce platform, ensures the product reaches a massive audience with a seamless checkout experience, satisfying the modern consumer’s desire for instant gratification.

Fans’ reactions reveal the depth of the “fan economy” at play. Posts celebrate the “足金水晶手链” (pure‑gold crystal bracelet) and the “7重代言人精美周边” (seven layers of exquisite fan merchandise), lauding the brand for “连周边都是纯金的” (“even the accessories are pure gold”). The sentiment is overwhelmingly positive, with many expressing that owning a “成毅同款” (Cheng Yi’s same‑style) item feels like a personal connection to the star, a form of “宠粉礼” (fan‑pampering gift) that validates their devotion. This dynamic illustrates how consumption in China is increasingly intertwined with idol worship, where buying a product is as much about aligning with a cultural figure as it is about acquiring a material good.

While the launch itself is a commercial venture, it sits within a broader regulatory conversation about the “fan economy.” Chinese authorities have previously warned against “irrational” fan behavior, especially when it leads to excessive spending or social pressure. As celebrity‑endorsed products like this become more sophisticated and lucrative, they may attract scrutiny aimed at promoting “rational consumption” and preventing potential social fallout. For now, however, the market response suggests that fans are more excited than concerned, eager to snap up a piece of Cheng Yi’s curated aesthetic.

In short, the “Cheng Yi’s Signature Whimsical Nut Gift Box” is more than a novelty accessory; it is a microcosm of how celebrity endorsement, scarcity tactics, digital marketing, and fan culture converge in today’s Chinese luxury market. The product’s launch on August 17 will likely be a sell‑out, and its success may signal to other brands that the most effective way to capture the hearts—and wallets—of China’s younger consumers is to package desire, devotion, and design into a single, glittering box.