Levi’s Bets on ROSÉ And Customization to Win China’s Pop Up Crowd in Chengdu

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…