Gong Jun Teams Up With Roye as Global Ambassador, Launching a Plant‑Powered Hair‑Care Campaign that Takes Chinese Social Media by Storm.

The centerpiece of the campaign is a short film that premiered on Roye’s official channels last week. In the video, Gong Jun is dressed in a light‑brown work coat, glasses perched on his nose, and a pair of tweezers in hand as he moves through a plant‑filled laboratory. The setting is deliberately minimalist: textured installations, soft natural lighting, and a gentle hum of machinery suggest an alchemical space where “natural energy” is extracted from leaves and blossoms. The actor’s calm, meticulous demeanor—nicknamed a “research boyfriend” by fans—conveys a sense of quiet scientific pursuit, while his strong grip on a small bottle of product highlights his well‑known fitness discipline. The film, which runs less than two minutes, is meant to evoke the same calm that Roye claims its products can deliver to a tired scalp.

Roye’s product line is the focus of the promotional narrative. The brand’s flagship items are the “small green bottle” and the “small gray bottle,” each marketed for a specific scalp concern. The green bottle, marketed as a “fluffy flower” oil‑control solution, relies on a patented micro‑ecological technology that supposedly allows users to stretch the time between washes to three days without a greasy feeling. The gray bottle, part of an Exclusive Limited Edition Gift Box, is targeted at dandruff, delivering a cocktail of nine plant extracts—including Artemisia annua, Artemisia scoparia and purple reishi—encapsulated in micro‑capsules that release nutrients directly into the scalp. A third set, the “Healing Gift Box,” is positioned as an anti‑hair‑loss repair kit that utilizes similarly potent plant extracts.

The campaign’s merchandising strategy has been just as meticulous as its lab‑style visuals. Fans can buy two distinct gift sets that include collectible items such as photo cards, tear‑off cards, refrigerator magnets, a large mirror sticker and a stand‑up figure of Gong Jun. The “308 Healing Journey Exclusive Limited Edition Gift Box” includes a clear card, two tear‑off cards and a fridge magnet; the “Healing Journey Luxury Collection Edition” adds an extra clear card, three more tear‑off cards, a large mirror sticker and a stand‑up figure. The design of each peripheral is carefully crafted, encouraging collectors to purchase multiple sets to complete their collections—a tactic that has already spurred a wave of purchases, with fans posting proud pictures of their new merchandise on social feeds.

Beyond the product and the merch, the campaign is built on a brand philosophy that emphasizes “natural plant‑healing.” Roye’s website boasts an in‑house laboratory where scientists reportedly combine “nature’s wisdom with cutting‑edge technology” to create products that deliver the feeling of a salon‑style hair spa at home—rich, fine foam and a “fluffy” hair texture that, according to users, makes hair feel lighter and more voluminous. The company emphasizes its domestic “national brand” credentials, stressing years of research and multiple patents, a message that has resonated strongly with Chinese consumers increasingly looking for high‑quality home‑grown alternatives to imported hair‑care lines.

The public response has been overwhelmingly positive. On Weibo, the hashtag has amassed millions of views, and fans’ comments have ranged from admiration for Gong Jun’s “clean and noble” look to playful praise of his “strong arm” while holding a bottle. A recurring theme in comments is the term “科研男友” (“research boyfriend”), a tongue‑in‑cheek nickname that captures both the scientific setting of the campaign and Gong Jun’s “clean, youthful, disciplined” aura. Many users noted that the pairing feels “too perfect,” pointing to the brand’s “refreshing plant‑healing” aesthetic as a perfect match for the actor’s “youthful vigor.”

Consumers have also taken to the campaign’s product promises with enthusiasm. The “small green bottle” has been praised for turning an oily scalp into a breathable, oil‑controlled one, with users reporting that they can now wait three days between washes. The “small gray bottle” is being lauded for its dandruff‑fighting abilities, with several users noting that the micro‑capsule technology leaves their scalp feeling “cool and fresh.” The gift boxes have turned into collectors’ items: fans share photos of their magnet‑stuck refrigerators and display the stand‑up figure on desks as a testament to both fan devotion and savvy marketing.

The synergy between Gong Jun’s image and Roye’s brand philosophy appears to be the secret sauce behind the campaign’s success. In a market that increasingly values authentic, science‑backed, natural‑based products, the brand has managed to align a beloved actor’s disciplined, clean‑cut public image with a narrative of plant‑powered healing. By providing tangible, attractive merchandise and a narrative that feels both aspirational and attainable, Roye has turned the partnership into a cultural moment that, for now, seems poised to grow beyond a mere promotional campaign.

In short, Gong Jun’s partnership with Roye is more than a celebrity endorsement—it is a carefully crafted narrative that marries celebrity appeal with scientific credibility, fan‑centric merchandising and a clear message: natural, plant‑based healing can be both luxurious and accessible, especially when it carries the charismatic, “research boyfriend” vibe of Gong Jun. The result: a thriving, organically‑driven surge of interest that could very well set a new standard for how Chinese brands use celebrity ambassadors to promote home‑grown, science‑focused beauty products.