Levi’s is closing out a ten day world building pop up in Chengdu, and it is one of the clearest examples this year of how to use a celebrity ambassador not as decoration but as the narrative spine of a brand experience.

Inside Levi’s Chengdu world

From May 21–31, 2026, Levi’s has hosted its “Behind Every Original” pop up at Man Square, Chengdu Taikoo Li, inviting local consumers into an immersive space built around ROSÉ, the BLACKPINK star who became Levi’s newest global brand ambassador earlier this year. The concept extends the global “Behind Every Original” campaign, which the brand launched with a Super Bowl film spotlighting real people and cultural figures who “push culture forward” in Levi’s. In Chengdu, that narrative is translated into a physical environment where fans move through the story of ROSÉ’s creative identity and the brand’s denim heritage simultaneously, instead of just posing in front of a logo wall.

What sets this execution apart is how completely Levi’s commits to the narrative frame “Behind Every Original.” The pop up treats ROSÉ not as a guest appearance but as the main storytelling device, using her voice, stage looks and personal style to guide visitors through the space. As a result, every touchpoint, from visuals to sound to product, reinforces the idea that both the artist and the customer are “originals” whose backstories live in their jeans.