Rockit announces partnership with Chinese megastar Wang Yibo

Innovative New Zealand healthy snacking company Rockit has today announced a new brand ambassador partnership with Wang Yibo, one of China’s most influential celebrities. The announcement represents one of the most significant brand plays the business has made to date, reflecting Rockit’s ambition, scale and long-term commitment to growth in China.

Wang Yibo is one of the most recognisable figures in the world’s second most populous country and largest apple market. The all-round actor, singer, dancer, road motorcycle racer and race car driver is most recently known for initiating the 2024 Chinese outdoor exploration series produced by Warner Brothers Discovery, Exploring the Unknown with Wang Yibo. He has partnered with some of the world’s biggest brands including CHANEL and Lacoste and is widely regarded as one of the most commercially valuable entertainers in China.

In 2021, Wang Yibo was ranked 2nd on the Forbes China Celebrity 100 and has more than 40 million followers on Chinese social media platform Weibo alone.

From Wednesday 20 May, Yibo will help raise awareness of Rockit’s premium New Zealand-grown apples in China, through a high-profile campaign spanning multiple key channels.

This partnership builds on Rockit’s existing marketing strategy to grow consumer demand while continuing to strengthen long-term brand equity. It will see Rockit focus on expanding awareness, accelerating consumer trial, and building lasting loyalty in key markets such as China – where there is significant opportunity to further grow brand awareness among premium fruit consumers.

Rockit Global CEO Grant McBeath says the organisation is thrilled to be partnering with Yibo.

“Partnering with a brand ambassador of Yibo’s calibre provides a powerful way to reach new audiences at scale, encourage first-time purchase, and continue building a broader and more loyal consumer base over time,” he says.

“Trial is one of the most important drivers of growth for Rockit – when consumers try our apples, they tend to come back, with around 80 percent of consumers going on to repurchase. Yibo’s scale and influence provide a powerful platform to expand brand awareness and reach new consumers at pace.”

McBeath says the partnership is a huge coup for any brand, let alone one from a small market like New Zealand.

“For those less familiar with the Chinese market, Yibo is highly selective about the brands he partners with, typically aligning with aspirational names. Rockit is proud to be among that group, reflecting the strength of our brand and our growth ambition in China.

“Our partnership with Yibo is a natural fit; he is active, adventurous, and health-conscious – values which closely align with Rockit. Yibo represents everything Rockit stands for – energy, ambition, and a passion for doing things differently. He pursues excellence across multiple disciplines, whether that’s on-screen, on stage, or on a race-track, and we couldn’t think of a better person to bring the Rockit story to consumers in China.”

The partnership is a key pillar of Rockit’s global growth strategy, which aims to drive awareness and demand for Rockit™ apples around the world.

“China is the world’s largest and most dynamic apple market, and a critical pillar of our global growth strategy. This partnership is a significant step forward in our ambition to build a premium, recognisable brand that connects directly with consumers,” McBeath says.

Rockit™ apples have made significant inroads in the Chinese market since their arrival. The world’s first miniature apple* – naturally sweet, crisp and snack-sized – is available year-round in China and more than 30 territories worldwide.

“From the beginning, Rockit has challenged convention in the apple category – from creating a new product format, to building a global premium brand. This partnership continues that approach, combining bold thinking with long-term investment,” concludes McBeath.

*The world’s first miniature apple as recognised by United Nations Economic Commission for Europe.

 ENDS