Huawei (华为) names Yi Yangqianxi (易烊千玺) as global ambassador for Pura 90 series

Announcement

Huawei (华为) has officially announced that pop star Yi Yangqianxi (易烊千玺) will serve as the global ambassador for its Pura 90 smartphone series. The company said the move upgrades a prior partnership—Yi previously acted as a global ambassador for Huawei’s nova line and helped promote the nova 14 and nova 15 last year. Actress-model姚安娜 (Yao Anna) and actor王安宇 (Wang Anyu) were also named pioneers for Huawei’s foldable Pura X Max model.

Marketing push — why a celebrity?

Why pick a teen idol as the face of a flagship-like lineup? Huawei is clearly doubling down on cultural cachet to reach younger buyers at home and abroad. Celebrity endorsements remain a powerful channel in China’s consumer tech market, where star power can move units fast. At the same time, Huawei continues to rely on distinctive product design and star-driven campaigns to sustain momentum as it navigates a tougher global environment.

Product details and context

It has been reported that the Pura 90 Pro Max will be offered in five finishes — Obsidian Black (曜石黑), Dawn Gold (晨曦金), Radiant Purple (霞光紫), Orange Sea (橘子海) and Emerald Lake (翡翠湖) — while the Pura 90 Pro will come in four colors: Mulberry Black (桑果黑), Coconut White (椰青白), Orange Soda (橘子汽水) and Pink Guava (粉红芭乐). Huawei’s push comes amid ongoing geopolitical pressure: the company still faces U.S. sanctions that constrain access to the latest semiconductors and some Western services, making marketing and product differentiation crucial to its consumer strategy.