HONG KONG – Tens of thousands of fans packed a shopping district in Tsim Sha Tsui on Wednesday as Chinese actor and singer Xiao Zhan made a rare public appearance in Hong Kong for a brand event, drawing such a large crowd that organizers canceled an indoor meet-and-greet.
The 34-year-old mainland Chinese star, widely regarded as one of the country’s top male celebrities, visited the city on the occasion of the Qixi Festival, known as Chinese Valentine’s Day. Dressed in a black suit, Xiao arrived at the outdoor venue around 7 p.m. local time, waving and smiling as fans—who call themselves “Little Flying Knights”—screamed and held up phones to capture the moment.
Originally scheduled to take part in a limited-edition store event at 5 p.m., organizers called off the indoor portion due to overcrowding. Hundreds of fans had gathered inside the shopping center hours earlier, filling every available space. The outdoor segment proceeded as planned, with barriers and panels set up to manage the crowd.
Speaking in Cantonese, Xiao greeted the audience and expressed gratitude for their warm reception. “I was worried it might rain, but the weather turned out well,” he said through a translator on stage. “It is nice to feel the sea breeze. I hope I can come to Hong Kong more often.”
The actor spent approximately 20 minutes at the event before departing. During his brief appearance, he waved to fans behind the barriers and exchanged greetings with other guests on stage.
Fan Frenzy Reflects Star Power
Xiao Zhan’s popularity has soared in recent years, particularly after his starring role in the 2019 drama “The Untamed.” He has since become a prominent figure in Chinese entertainment, with massive followings across social media platforms. The turnout in Hong Kong underscores his cross-border appeal, drawing fans not only from the city but also from mainland China and other parts of Asia.
Security measures were visibly heightened for the event. The brand erected multiple layers of fencing and solid panels to separate the star from the crowd. Fans stood on tiptoes, climbed onto railings, and held their phones high in an effort to catch a glimpse.
Implications for Brand Events in Hong Kong
The scale of the turnout signals a strong recovery for in-person celebrity events in Hong Kong, which had slowed during the pandemic years. Experts suggest such appearances can significantly boost brand visibility and consumer engagement, especially among younger demographics.
However, the cancellation of the indoor portion highlights the logistical challenges of managing fan enthusiasm. Event planners may need to adopt stricter crowd-control measures or opt for ticketed entries to ensure safety.
For fans like 22-year-old university student Chen Wei, who traveled from Shenzhen for the event, the experience was worth the wait. “I’ve followed him for four years. Seeing him in person is incredible,” she said, holding up a handmade banner. “I hope he comes back soon.”
As Xiao Zhan’s star continues to rise, his brief Hong Kong appearance underscores the power of celebrity influence and the deep emotional connection stars can forge with their audiences. Whether through music, acting, or brand partnerships, his reach shows no signs of slowing.
