Xiang Ligang, founder of IT and telecom portal CCTime, said the "first lady" effect has the potential to invigorate domestic brands.

"It's heartening to see Peng Liyuan using the ZTE device. The phone will definitely become a hot item for ladies," he said.

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Chen Zhimin, dean of the School of International Relations and Public Affairs at Fudan University in Shanghai, said it helps that Peng exudes an easy grace, a sincerity toward charities and has a confident grasp of conversational English.

"She promotes rural education and campaigns against tuberculosis for the World Health Organization. Her warm, friendly public image is helping to usher in a kind of openness and approachability that are fresh to the world," he said.

During her visit to Germany late last week, Peng said her Chinese dream is that everybody has equal access to first-class education.

"I wish all students around the world, especially girls, could receive as fine an education as you do," Peng said to art and science students in Essen, Germany.

A Chinese celebrity endorsement can help build trust with current and potential customers and attract a new kind of audience within China, said Zhu Shuangcheng, senior brand strategy consultant at Labbrand Enterprise Management Consulting.

"Peng, as an emerging political star, could help popularize the use of China-designed products, especially within the government circle, that many will follow suit," Zhu said.

He said that US President Barack Obama's preference for Blackberry has sparked a greater interest in Blackberry in the White House, and Russian President Vladimir Putin's selection for a phone co-developed by ZTE and a Russian company has helped the device successfully penetrate the Russian market.

Xi watches China-Germany youth football match in Berlin	Peng Liyuan hugs boy with asthma in Paris