Item from March 29, 1992, in China Daily: Neon advertising signs are everywhere in Beijing, reflecting the surge of foreign commercials that is spilling over from the Chinese media ... The State Administration for Industry and Commerce predicts a surge in foreign advertising in China this year. Foreign advertising accounts for an average of 10 percent of the country's total annual ad income. Last year, the advertising business had a turnover of 3.5 billion yuan.

As increasing numbers of Chinese brands are winning global recognition, more Chinese companies have signed foreign celebrities as brand ambassadors to attract global consumers.

Last year, Argentine soccer superstar Lionel Messi became a global ambassador of Chinese smartphone and telecom equipment maker Huawei.

Chinese technology companies have paid large amounts to hire celebrities and sponsor popular events to aid overseas expansion.

In 2013, Beijing-based Lenovo Group recruited Hollywood actor Ashton Kutcher to promote its tablet products.

In 2015, smartphone maker Vivo Communication Technology Co in Guangdong province took on a two-season sponsorship of the Indian Premier League, the most-watched cricket tournament in India, to tap into the rapidly growing handset market.