Songmont Taps Jiang Qiming to Broaden its Cultural Reach

Chinese bag brand Songmont has unveiled a new campaign starring rising actor Jiang Qiming, signaling a strategic expansion into the male demographic while reaffirming its evolving narrative approach. The film, directed by Wang Yitong, blends surrealist storytelling with documentary-style aesthetics, inviting audiences into a meditative exploration of self and the untamable force of the wind.

Titled “I Become the Wind”, the campaign follows Jiang through a series of metaphorical life stages—first seeking to control the wind, then resisting it, and ultimately learning to embrace it. With the Xunji Traveler Hobo bag slung across his back, Jiang appears as a modern nomad, wandering the globe in pursuit of something both elemental and internal. The wind, portrayed not merely as a natural force but as a metaphor for societal expectations, ambition, and personal reckoning, becomes the thread through which Jiang’s internal evolution unfolds.

For Songmont, the choice of Jiang Qiming as brand ambassador is a deliberate move. Known for his understated intensity and breakout role in TV series The Long Season, Jiang brings a quiet depth and poetic resilience that resonate with the brand’s core philosophy. Netizens have been quick to note how Jiang’s temperament—reserved, contemplative, and quietly defiant—perfectly aligns with the campaign’s nomadic and sophisticated tone.

The idea of de-domestication is the phrase many fans and followers have used to describe Jiang’s appeal—and it’s also at the heart of Songmont’s vision. This campaign continues the brand’s storytelling arc that began with actress Wen Qi’s “Heart in Wandering” journey last year. With each ambassador, Songmont is less concerned with celebrity wattage than with a resonance of spirit that turns products into vessels of meaning. In a market crowded with seasonal trends and style formulas, Songmont is opting for cinematic depth and introspective narrative as a way to stay distinct.

The campaign also marks a critical evolution in Songmont’s demographic strategy. Long associated with urban, design-conscious female consumers, the brand is now carving out space in China’s growing male lifestyle segment—particularly among creative and culturally curious young men seeking alternatives to logo-driven luxury. By introducing bags with neutral silhouettes and emotionally layered storytelling, Songmont is positioning itself not just as a fashion label, but as a brand that reflects shifting ideals around identity, mobility, and emotional independence.

By partnering with Jiang, Songmont doesn’t just introduce a gender-neutral aesthetic; it articulates a vision of masculinity that is quietly self-assured, nomadic, and emotionally attuned. For China’s increasingly discerning and spiritually curious consumers, that’s a narrative aligning the jingzhi aesthetic, one that values inner refinement, emotional depth, and a quiet, intentional way of living.