Editor’s Note
Qeelin rings in the new year with a campaign centered on the drum—a symbol of heritage and renewal. The brand’s global ambassador, Wang Chuqin, helps lead this “Journey of Drum Spirit,” blending timeless rhythm with modern luxury.
At the beginning of the new year, the high-end jewelry brand Qeelin presented a grand opening campaign, using the drum as its soul and spirit to cheer for the start of a new journey. The brand collaborated with its global brand ambassador, Wang Chuqin, following the millennia-old rhythm of drums to embark on a “Journey of Drum Spirit” about heritage, strength, and hope.
The origin of this drumming can be traced back to Linfen, anciently known as Yaodu. The Jin Nan Wei Feng锣鼓 (Jinnan Majestic Drum) nurtured here, as one of the first national-level intangible cultural heritages, pushes the tradition of drumming to its extreme.
Social media posts highlighted Wang Chuqin’s status as the “only” Chinese athlete serving as a global ambassador for high-end jewelry. Concurrently, other celebrities were seen wearing Qeelin jewelry at various events.
A fan analysis on social media pointed out the reasons luxury brands favor Wang Chuqin: outstanding athletic achievements, a narrative of legend and future potential, a highly compatible spirit (embodying a competitive breakthrough mindset, resilience, focus), and high exposure coupled with significant influence.