Jackson Yee Launches Theme Song for Telunsu’s 20th Anniversary, Marking a New Youth‑Driven Brand Collaboration

Telunsu, the premium dairy brand that has spent the past two decades building a reputation for “better” quality milk, chose the occasion to roll out a fresh, emotionally resonant anthem. The lyrics speak of transformation and aspiration, a fitting metaphor for a company that has evolved from a modest regional producer into a household name. By pairing the song with Jackson’s clean‑cut image and soaring popularity, Telunsu aimed to fuse its brand narrative with the star’s cultural cachet.

The response on Weibo was swift and enthusiastic. Fans flooded the platform with the hashtags #易烊千玺新歌想看海的一粒沙# and #易烊千玺为特仑苏20周年唱主题曲#, lauding both the song’s lyrical quality and Jackson’s vocal performance. Many posts praised his “handsome” presence in the video, while others highlighted his role as Telunsu’s brand ambassador, a partnership that began in 2022 alongside veteran actors Chen Daoming and Jin Dong. The prevailing sentiment was one of admiration: “Jackson’s voice gives the brand a fresh, youthful spirit,” one user wrote, echoing a broader chorus of approval.

The music video itself leans heavily into the “grain of sand” motif, juxtaposing sweeping seascapes with close‑up shots of sand particles, underscoring the idea that even the smallest element can dream of the vast ocean. This visual language dovetails neatly with Telunsu’s marketing slogan of “better” — suggesting that incremental improvements can lead to grand horizons.

While the event has not sparked any notable industry or political debate, it does illustrate the growing symbiosis between Chinese consumer brands and the nation’s pop culture icons. Jackson’s involvement is part of a broader strategy that sees Telunsu enlisting high‑profile figures to reinforce its premium positioning. In addition to the anniversary song, the brand has previously featured Jackson in a micro‑documentary titled “大地的演讲‑沙漠的奇迹” (“Speech of the Earth – Miracle of the Desert”), further cementing his role in the company’s storytelling.

For now, the focus remains on the music and the moment. As the anniversary celebrations wind down, Telunsu will likely continue to leverage Jackson’s star power in future campaigns, while fans will keep replaying “A Grain of Sand Wanting to See the Sea” on repeat. The collaboration marks another successful chapter in the intersection of Chinese pop stardom and consumer branding, a formula that both parties seem eager to repeat.