Liu Haocun’s New Role Announcements Bridge Acting Projects and High‑Profile Brand Deals, Spotlighting China’s Evolving Celebrity‑Advertising Nexus.

Bananain is not the only brand racing to latch onto Liu’s rising star power. Recent posts have linked her to a string of high‑profile endorsements, including the cosmetics giant Estée Lauder, the tech‑fashion label d’zzit, and the streetwear label Miumiu. Earlier this year she also became the global ambassador for the Chinese beauty brand Ju Duo (橘朵), cementing her status as a go‑to face for products that blend youthful aesthetics with a touch of sophistication. The flurry of brand deals underscores a broader shift in Chinese advertising: agencies are increasingly turning to young, “fresh‑faced” talent who can speak to a generation of consumers that values authenticity, digital fluency, and a lightly curated lifestyle.

Beyond the commercial sphere, Liu’s acting résumé is simultaneously expanding. The most concrete confirmation of a new dramatic role comes from the upcoming series 《主角》 (“The Protagonist”). In the series, Liu will portray the female lead, a character named 易秦娥, opposite an ensemble that includes veteran actors Zhang Jiayi (张嘉译) and Qin Hailu (秦海璐). The series counts legendary director‑producer Zhang Yimou as its executive producer—originally slated to direct—while Li Shaofei (李少飞) has been confirmed as director. The project adapts a Mao Dun Literature Prize‑winning novel and promises a high‑budget, cinematically ambitious production that reflects the current industry appetite for literary adaptations with star‑driven casts.

While “The Protagonist” is set to be the flagship vehicle for Liu’s latest acting venture, several other dramas are already in the pipeline. The romance series 《陷入我们的热恋》 (“Fall Into Our Love”) pairs Liu with actor Wang Anyu (王安宇) and is being produced by Tencent Video and Lanjiang Picture. The series, written by a team led by screenwriter Fang Qiangqiang, is already generating fan chatter, with the Liu–Wang pairing being framed as a “CP” (couple) that will drive viewership through social‑media buzz.

Another adaptation slated for release later this year is 《脱轨》 (“Off the Rails”), a drama based on the novel by the author known as Priest. In that project, Liu is cast as Jiang Xiaoyuan, opposite Lin Yi (林一). The series will stream exclusively on Youku, marking another strategic partnership between rising talent and major streaming platforms. Meanwhile, Liu is also attached to the thriller 《七根凶简》 (“Seven Evil Broads”), directed by Cai Yuexun (蔡岳勋) and adapted from a novel by Wei Yu (尾鱼), who also serves as a special script editor.

The sheer volume of announcements reflects a new reality in China’s entertainment market: the line between “acting work” and “commercial work” is increasingly blurred, and a single public announcement can reverberate across multiple industries. Industry analysts note that Liu’s “new role” announcements—whether for a television drama or a beauty campaign—function as a form of cross‑promotion that amplifies both the media property and the associated brand. For studios, attaching a high‑profile young actress who already commands a loyal fanbase can de‑risk a project’s financial outlook. For brands, leveraging that same fanbase translates into measurable spikes in social‑media engagement and, ultimately, sales.

That symbiotic relationship is evident in the way Liu’s team manages her public presence. Her agency monitors audience sentiment across platforms, adjusting promotional tactics in real time to capitalize on moments of heightened interest—such as the Bananain reveal on September 9. Through “flower‑style” marketing (花式营业), a term that describes a blend of merchandise, live streams, and casual “behind‑the‑scenes” content, Liu maintains a steady dialogue with fans, ensuring that a single role announcement does not fade into the background but instead fuels an ongoing narrative that keeps her in the public eye.

The impact of Liu’s burgeoning profile extends beyond the marketplace; it also offers a lens into the evolving dynamics of Chinese celebrity culture. Though Liu has occasionally faced critical scrutiny—most notably during earlier discussions about her suitability for lead roles in high‑stakes productions—her continued flow of opportunities suggests that in the current media climate, negative press does not automatically stall a star’s ascent. Instead, a strategic mix of high‑visibility projects, brand partnerships, and interactive fan engagement can offset controversy, reinforcing a resilient public persona.

In sum, the wave of “刘浩存新角色官宣” posts on Weibo is more than a simple announcement of a new acting part. It signals a convergence of film, television, and commerce around a single talent whose image is being curated to appeal to China’s increasingly discerning, digitally native audience. As the September 9 Bananain campaign approaches, and as “The Protagonist” and other dramas gear up for release, Liu Haocun’s trajectory will likely serve as a case study in how younger actors can leverage cross‑industry collaborations to accelerate both creative and commercial success in a fast‑moving entertainment landscape.