Canadians hire Chinese celebrity to promote sustainable seafood in Beijing

Male model and movie star Li Zi Feng has starred in a cooking show made for Chinese social media featuring crabs, shrimps and lobster from Canada’s provinces. 

Released live on Youku, a Chinese version of Youtube, the video was shot at the Canadian embassy in Beijing and featured seafood certified by the Marine Stewardship Council (MSC). Screengrabs of the shoot were picked up and promoted on leading internet portals like and on the microblogging accounts of Li Zi Feng and the Canadian embassy. 

Filmed as part of a week of promotions for MSC-certified seafood, the video shows consumers how to prepare the seafood, while stressing its sustainable credentials. 

Celebrity endorsements are central to marketing in China, with film and pop stars hawking their celebrity to sell consumer goods. Li Zi Feng has starred in slapstick comedies popular among China’s movie-goers, and has also modelled at Milan fashion week.  


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