Announced on May 16, 2019 – 520 Love Announcement Ambassador
*expired
Xiao Zhan served as Tencent Video’s “520 Love Announcement Day” Love Announcement Ambassador《腾讯视频520爱的官宣大使》in 2019, and filmed a series of promotional short videos for the campaign, including the trilogy “The Equation of Love,” “The Pass to Love,” and “The Number Tag of Love.” The related videos and behind-the-scenes content were filmed around May 4, 2019, and officially released on May 16, 2019.
In the promotional content, Xiao Zhan portrayed the “love announcement” theme with a gentle and romantic style. Lines such as, “There are countless ways to confess your love, but the most romantic way is to make it official on Tencent Video on 520 Love Announcement Day—use ‘Intimate Pay’ to declare your relationship, and lock in their lifetime with Tencent Video VIP,” became classic moments. He also delivered love lines in Chongqing dialect, adding a sense of regional charm and unique appeal.
Although the campaign was a brand marketing initiative, Xiao Zhan’s outstanding performance made it widely loved by fans. It has been described as having the feel of a modern romance drama and continues to be revisited and shared to this day.
Xiao Zhan, as Tencent Video’s “520 Love Announcement Ambassador,” launched a series of love-themed creative advertisements in May 2019. Presented as a trilogy, the campaign conveyed sweet confessions of love and remains a classic memory among fans to this day.
Main Campaign Information
Role and Timeline
Xiao Zhan served as the ambassador for Tencent Video VIP’s “520 Love Announcement Day” campaign in 2019. The core activities were concentrated in May:
- Filming date: May 4, 2019 (behind-the-scenes photos and clips surfaced around this time)
- Official release: On May 16, three advertisement shorts and promotional videos were released, followed by an additional “letter-reading” video on May 19
Trilogy Content
The campaign centered on a “Love Trilogy,” with each short focusing on a different romantic scenario:
- “The Equation of Love”: Xiao Zhan portrayed a senior student, delivering a youthful, campus-style romance filled with innocent first love vibes
- “The Pass to Love”: A street-style romantic confession, with the line “It’s 520” sparking widespread discussion among fans
- “The Number Tag of Love”: A gentle confession featuring the line, “Once you have someone you long to see, you are no longer alone”
Each short had both 15-second and 30-second versions, along with special Chongqing-dialect voiceover segments that added warmth and relatability.
Fan Reception and Impact
- Classic status: As one of Xiao Zhan’s relatively rare early modern romance-themed projects, fans described it as “watching a contemporary romance drama.” His white-shirt look in the behind-the-scenes footage has been revisited many times
- Lasting popularity: From 2019 to 2023, fans have continued to rewatch and edit the videos every year on May 20. The hashtag “Xiao Zhan 520 Love Announcement Day” has accumulated over 100 million views
- Fan creations: Lines and visuals from the ads have inspired memes, GIFs, and even creative edits like dynamic eye charts
Overall, although it was a brand marketing campaign, Xiao Zhan’s performance gave it lasting emotional resonance and cultural impact among fans.
Related Information Notes
Distinction from Other Endorsements
This campaign was a one-time themed collaboration in 2019 and is unrelated to Xiao Zhan’s role as Tencent Video WeTV’s global spokesperson in 2021.
The pink suit look from the 2025 Hearttex (Xin Xiang Yin) 520 campaign is also not part of this project.
Viewing Guide
The full trilogy and behind-the-scenes footage can be found by searching “520 Love Announcement Day” on Tencent Video’s VIP channel. Some fan accounts also have high-definition restored versions archived.
