It's using the celebrity force.
Disney has a secret weapon for promoting ‘Star Wars’ in China, and it’s not a light saber. Lu Han, a Chinese pop star and former boy band member is Star Wars’ new ambassador to China, the company announced this week.
In a post on Chinese microblogging site Weibo WB , Star Wars, the film franchise owned by Disney DIS , wrote that “super idol” Lu Han had endorsed the seventh chapter in its movie series, “The Force Awakens,” which opens in theaters later this month, and is working on a new song to promote the film.
Lu Han also posed with a lightsaber and spherical robot BB-8—a character that will appear in the latest movie for the first time—in a series of photos posted on Star Wars’ Weibo profile. And in a YouTube video, he fondly nuzzles up to classic droid R2-D2:
On his own Weibo page, Lu Han responded to the announcement, writing in Chinese, “I am honored to be the Star Wars ambassador to China, May the Force be with you.”