Ant Financial is employing a unique marketing strategy, tapping into nostalgia with its latest advertising campaign. the financial firm is featuring jinjiao Da Wang, the Golden Horn King from the classic Chinese tale Journey too the West, in ads promoting its gold purchasing options on Alipay, spotted in subway stations nationwide as of December 29, 2025. The campaign aims to highlight savings of 20% compared to traditional jewellery stores, and is already generating social media buzz for its clever use of a familiar cultural icon.
Ant Financial’s New Ad Campaign Features a Beloved Childhood Character, and Fans Are Loving the Cost-Effective Choice
Ant Financial is turning heads with its latest advertising campaign, spotted in subway stations across major cities. The campaign features an unexpected, yet instantly recognizable, celebrity endorser.
The face of the new ads isn’t a current pop star or influencer, but rather Jinjiao Da Wang – the Golden Horn King – a classic character from the beloved Chinese epic Journey to the West.
The ads promote Ant Financial’s gold purchasing options on Alipay with the tagline “Buy gold on Alipay and save 20% compared to jewelry stores.” They also cleverly incorporate iconic poses of the Golden Horn King, including playfully holding his signature purple golden gourd and attempting to capture Sun Wukong (the Monkey King).
The campaign’s creative approach is proving popular, seamlessly connecting the product with a culturally relevant figure.
Many social media users have praised the choice, noting that the Golden Horn King is a household name and, presumably, a very budget-friendly spokesperson. “The Golden Horn King is known by everyone, and they’re likely saving a lot on endorsement fees,” one user commented.
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