The renowned French luxury brand In-Your-Heart was founded at the beginning of the last century and now boasts a history of over 130 years.

The brand was established by a British businessman and a French designer. Thanks to their joint efforts, In-Your-Heart has become one of the giants among luxury brands, spanning sectors such as fashion, jewelry, fragrances, cosmetics, and watches. In particular, its clothing and watches lead the industry.

“In-your-heart,” phonetically translated into Chinese as “英優赫特 (Ying You He Te),” has an official Chinese name: “摯愛我心” (Beloved in My Heart).

This brand targets the global high-end consumer market, and its ambassadors have always been top-tier celebrities. Last year, In-Your-Heart‘s ambassador for Greater China was a famous actor who had once won a Best Actor award.

Now, that position has been taken by Rong Xu.

Although this endorsement was actively secured for Rong Xu by Huaxia Entertainment, the final decision to hire him still rested with the brand. In-Your-Heart‘s executives evaluated Rong Xu’s popularity, commercial value, and personal influence before ultimately deciding to invite him to be the spokesperson for the L’amour series.

L’amour, which means “love” in French, is the brand’s flagship series of the past decade. Among the various watch series under the brand, L’amour consistently ranks first in annual sales, underscoring its importance.

The news is currently in a semi-confidential phase, but Huaxia Entertainment’s PR department has already started quietly marketing it online.

Just two weeks after Lost City premiered, a rumor began circulating online suggesting that Rong Xu might be endorsing a top-tier luxury brand.

No one knows where the rumor came from, but various forums and message boards saw the sudden appearance of so-called “insiders” sharing the scoop in a sensational tone. They claimed to have friends in the industry who had gotten wind of the deal and, holding onto the motto “joy is better when shared,” decided to leak the information online.

One “insider” in particular sounded especially convincing:
“My family is connected to one of the Big Eight Blue Blood brands. This year, one of their product lines is being endorsed by a young domestic star. The official campaign should start this month. He debuted not long ago, doesn’t have many works, but his box office is phenomenal. Higher-ups value his influence. I never thought they’d actually use him.”

“Blue Blood brands” refer to “bluechip-brands” — the most prestigious and well-known luxury brands.

There are only eight Blue Blood brands in the world, all of them ultra-high-end. Any celebrity who lands an endorsement with one of them is automatically recognized as an A-list superstar. So when people heard that a “young idol” might be representing one of these brands, their first reaction was disbelief.

“A young idol endorsing a Red Blood brand I’d believe. But a Blue Blood brand? Whose PR team wrote this crap? Hilarious.”

“There are only eight Blue Blood brands: Tithon, Chanceley, Moland… plus In-Your-Heart and Caterpo. Tell me, which idol could land a deal with one of these? These fans are delusional. Might as well say their fave was invited to be a UN peace ambassador!”

The idea of a young idol endorsing a top luxury brand was just too far-fetched — it had never happened before. Who would believe it now? Even Rong Xu’s fans were half in doubt and didn’t join the online debate.

Yet among all the possible candidates, Rong Xu fit the description best.

Recently debuted. Few works. But extremely high box office.

That clearly pointed to Rong Xu!

Since his debut a year and a half ago, he’d only starred in two TV dramas. His films totaled just two — Black Clouds and Lost City. And yet, Black Clouds had grossed over 10 billion yuan, and Lost City, within two weeks of release, had already reached nearly 5 billion.

In terms of box office value, Rong Xu ranked number one among his peers — without question.

Given these stats, haters began to emerge in full force:

“Rong Xu endorsing a Blue Blood brand? LOL. Funniest joke I’ve heard this year. No fashion sense, only two works. What brand would want him? Shameless daydreaming!”

When Rong Xu’s fans first saw the rumors, they suspected it might be about their “Rong Rong,” but they weren’t sure if it was true, so they stayed quiet. But now, as more and more people began slandering both them and Rong Xu, they couldn’t stay silent any longer.

Rong fans are not to be underestimated — they may endure in silence at first, but when pushed, they strike back hard.

Aside from the fans and haters, neutral bystanders chose to watch and wait. Many couldn’t help but comment:

“If Rong Xu really ends up endorsing a Blue Blood brand, then he’s no ordinary young idol anymore. That’s seriously impressive.”

There are some people in this world who make others envious. Then there are people like Rong Xu — whose achievements are so staggering, you don’t even feel the urge to be jealous.

In just a year and a half:

Two TV dramas — sweeping the three major drama awards.
One CD — over a million copies sold.
Four movies — two released, with total box office exceeding 17 billion yuan.

That kind of performance isn’t just good among young male stars — it places him at the top of the entire entertainment industry.

Previously, Rong Xu had only endorsed one brand — a snack chip. It had massive national exposure but lacked prestige. Now, if he truly did land a Blue Blood brand endorsement, he would have both a mass-market and high-end endorsement under his belt. A combination that’s simply unbeatable.

Fans of other young actors outwardly scoffed at the rumor, but deep down, they were worried:
“If Rong Xu really does get the deal, won’t the gap between him and my idol get even bigger…?”

Huaxia Entertainment’s warm-up campaign had clearly worked. When Lost City hit its one-month mark, In-Your-Heart officially released the endorsement poster on its website:

“In-Your-Heart L’amour Series Greater China Ambassador: Rong Xu”

Opening the website, visitors were greeted by a dramatic still photo.

A fair and elegant young man stood beside a window against a pure white backdrop, head slightly raised as he gazed at the rolling mountains in the distance.

The scene appeared to be a Western European castle. The young gentleman, clad in a sharp suit, wore a pair of silver-rimmed glasses. His long, narrow eyes held a hint of depth. As he raised his right hand to adjust his cuff, a flash of brilliant silver light caught the eye.

It was the final model of the L’amour series — Seven — shimmering on his slender, pale wrist.

The sleek, flawless watch face was crafted from premium crystal, with seven tiny diamonds embedded at its center to form the Big Dipper constellation. The watch had a pale, silver-white hue — exuding the quiet, timeless beauty of the years gone by.

And the person wearing it was gentle and composed, gazing down at the distant mountains. His handsome face was like a painting — calming to behold.

That very morning, even as the endorsement poster dropped, haters were still busy smearing Rong Xu across various forums. His fans were enraged. Many of the haters were clearly paid trolls — when they were cornered and couldn’t argue back, they simply switched accounts and continued the attack.

There were plenty of people who liked Rong Xu, but also many who didn’t. For example, when Lost City was released, it clashed with a youth melodrama. That film’s box office only reached a fraction of Lost City’s, completely overshadowed.

Fans of that youth drama’s leads hated Rong Xu.
Their beloved actor/actress had such amazing performances! The audience was crying!
But Lost City shamelessly took up 70% of the cinema screens, leaving their film no room to breathe!

Rong Xu fans didn’t even bother responding to this ridiculous reasoning.

Theaters are businesses — if your movie could pull in crowds, they’d naturally assign more screens. But in reality, your film had only 10% of the screening slots, and even then, it couldn’t fill 40% of those seats! With such a low attendance rate, how could theaters afford to waste resources on you?

In short, haters kept bashing Rong Xu over the Blue Blood endorsement.

Lin Xiaoqi, a longtime Rong Xu fan, was active in a certain forum that was now flooded with hate posts. The language was vile and infuriating. So she rallied a few friends to fight back. No matter what evidence they gave, though, the haters would only respond with one line—

“Oh yeah? Then let Rong Xu endorse a Blue Blood brand! If he does, I’ll livestream myself eating SH*T!”

Lin Xiaoqi: “…”

Some people really are shameless beyond compare!!!

While Lin Xiaoqi was too furious to speak, she suddenly received a text message from a friend. She opened her phone absentmindedly, glanced at it, then looked back at her computer, ready to keep typing and fighting back against those shameless haters. But just as her eyes moved away, she froze—and slowly looked back at her phone screen…

[Qiqi, it’s In-Your-Heart!!! In-Your-Heart!!! Rongrong really became the spokesperson for Blue Blood! Aaaaahhhhh!!!]

Lin Xiaoqi: “!!!”

She immediately rushed to In-Your-Heart’s official website to look up Rong Xu’s endorsement. But as soon as the homepage loaded, she suddenly saw a familiar figure! Staring at the face she had metaphorically kissed a hundred times a day, she was so excited that tears nearly fell.

The next second, all her frustration vanished. Revived, she reopened the forum thread and gleefully typed her reply:
[Oh wow, my Rongrong accidentally became the spokesperson for a Blue Blood brand. Who’s livestreaming themselves eating SH*T now? I’m waiting. So, do you want it hot and fresh, or cold and stale~]

The haters who just saw the breaking news: “@##！#￥！￥！！！”

No one could’ve imagined that a young male actor who had never won a film award would actually land a Blue Blood endorsement.

Once In-Your-Heart released the spokesperson poster, every major media outlet reported on it, and countless marketing accounts jumped on the opportunity to ride the hype.

Marketing accounts often group up and post similar content. This generally happens for two reasons:

1. They were paid to promote something, so they either proactively create related content or help boost one another’s posts to bombard netizens and amplify the message.
   
2. The topic is a genuine trending hot topic.
   

To gain traffic and followers, marketing accounts need to jump on trending content, which helps them attract attention and grow their fanbases.

There was no need for Luo Zhentao to lift a finger—countless media outlets and marketing accounts had already begun reporting on Rong Xu’s endorsement with In-Your-Heart.

[Entertainment Captain: #RongXuInYourHeart# Incredible! @InYourHeartHuaxiaOfficial announced today that @RongXu will be the spokesperson for their L’amour series. Here’s a list of the past six years of L’amour endorsers—take a look. [Image]]

[Gossip King: #RongXuInYourHeart# First young actor to endorse a Blue Blood brand—congrats @RongXu! Your hard work has not gone unnoticed. Keep going! You’re going to be even better! [Hearts]]

[City Evening News: #RongXuInYourHeart# Today, @InYourHeartHuaxiaOfficial revealed the new spokesperson for their L’amour series: @RongXu. [Link]]

…

Within an hour, the news of Rong Xu’s endorsement had spread across the entire internet.

Even Rong Xu’s own fans hadn’t fully processed it before all the haters went completely silent.

Before the official announcement, many fans of other young actors had stayed quiet, simply watching and waiting. Now that the result was out, their jealousy was practically overflowing—but they also knew that from this point on, their idols couldn’t even compare to Rong Xu anymore.

At the same time, Rong Xu’s fans finally accepted the reality that their beloved Rongrong had really become In-Your-Heart’s spokesperson. Bursting with excitement, they cheered in their private group chats and posted celebratory messages on Rong Xu’s personal fan forums.

Even the usually serious forum moderators couldn’t contain their joy today, and one of them even posted an announcement:

[Until 24:00 tonight, the forum homepage will not restrict off-topic posts. Everyone is free to post and bump threads as they like. Congratulations to Rongrong for landing the In-Your-Heart endorsement! Aaaahhhh I’m so excited, I’m going downstairs to run a couple of laps!!! QAQ!!!]

Three hours after the official website updated with Rong Xu’s posters, In-Your-Heart’s official Weibo also posted an announcement:

[@InYourHeartHuaxiaOfficial: The love of L’amour, the seventh star that loves you. With @RongXu, with every deeply affectionate soul, with everyone who has ever loved wholeheartedly. [Image][Image][Image][Image]]

Unlike the homepage, Weibo only allows one image per post. But In-Your-Heart dropped four at once!In these four posters, Rong Xu wore outfits of different colors, gazing into the distance.
—In the first, he stood in the shadow of a castle, eyes fixed on distant mountains.
—In the second, he rode a majestic white horse, clad in a dashing equestrian outfit, staring boldly at the horizon.
—In the third, he walked along a mountain path toward the distant horizon, a rising sun gradually illuminating the sky.
—In the fourth, he stood atop a pure white snowy peak, overlooking vast mountains and rivers beneath a deep starry sky. In the sky, seven of the brightest stars—the Big Dipper—twinkled beautifully.