Huawei (华为) names Yang Mi (杨幂) as ambassador for HarmonyOS Zhixing Xiangjie (鸿蒙智行享界)

What happened

Huawei (华为) has officially announced actress Yang Mi (杨幂) as the brand ambassador for its HarmonyOS automotive sub‑brand "Zhixing Xiangjie" (鸿蒙智行享界), the company’s effort to extend its HarmonyOS software into smart vehicles. The announcement was posted by Huawei’s terminal division and follows a series of previous tie‑ups between the company and the star. It has been reported that Yang Mi became an early owner of a Zhixing vehicle in 2024 and was the No.001 recipient at the S9 delivery event attended by Huawei executive Richard Yu (余承东).

Context

For Western readers: HarmonyOS (鸿蒙) is Huawei’s cross‑device operating system that the company is pushing across phones, tablets, TVs and now cars, part of a broader strategy to build a closed‑loop ecosystem amid restrictions on access to some Western chip and software suppliers. Huawei’s automotive push—branded as 享界 or Zhixing—mixes hardware partners, OTA updates and celebrity marketing to make in‑car software and services feel consumer friendly. It has been reported that Zhixing later updated its in‑car voice assistant "Xiao Yi" via OTA to support a Yang Mi voice option.

Why it matters

Why recruit a major celebrity? Celebrity endorsements help normalize emerging domestic brands in China’s crowded EV and smart‑car market and give a recognizable face to software features that buyers may not yet trust. The move also underscores Huawei’s reliance on deep software‑hardware integration to compete while navigating geopolitical headwinds such as export controls and sanctions that have complicated its access to certain foreign components. Expect more consumer‑facing campaigns as Huawei tries to turn HarmonyOS into a household name beyond smartphones.