In ancient China, endorsements from renowned figures often carried a charm that transcended personal gain. Unlike modern advertising, these acts were spontaneous and altruistic, driven by a genuine desire to help others. Through their compassion and ingenuity, these historical endorsements have left behind stories that continue to captivate people today.
Wang Xizhi’s calligraphy: A masterful touch of generosity
The earliest example of celebrity endorsements in China dates back to the Jin Dynasty and involves the legendary calligrapher Wang Xizhi. According to historical accounts, Wang encountered an elderly woman struggling to sell plain bamboo fans at a market. Her wares, simple and unadorned, failed to attract buyers. Sympathizing with her plight, Wang offered to inscribe the fans with his calligraphy.
Unaware of his fame, the woman handed over her fans. Wang swiftly inscribed characters on each fan, his brushstrokes flowing like dragons and phoenixes. However, the woman, unable to read, was unimpressed and worried the messy writing would further deter buyers. Wang reassured her, advising her to inform potential customers that the fans bore his signature calligraphy.
Following his advice, the woman’s fortunes changed instantly. Market-goers, recognizing Wang’s renowned work, scrambled to purchase the fans. Her entire basket of fans sold out in no time. Wang’s act of kindness, offered without expectation of payment or recognition, was more than just a spontaneous endorsement — it was a heartfelt gesture to help someone in need.
Su Shi’s poetry: Turning verse into a powerful advertisement
During the Song Dynasty, the revered poet and statesman Su Shi (also known as Su Dongpo) demonstrated a similar spirit of generosity. While exiled to Hainan Island, Su encountered an elderly woman distressed over her failing business selling sanzi — a type of fried pastry.
Touched by her situation, Su composed an exquisite poem to promote her goods:
“With delicate hands, she kneads the dough to perfection,
Golden hues emerge as it fries in succession.
Light and tender, like a bangle on a beauty’s wrist,
Easily broken, yet impossible to resist.”
This vivid imagery highlighted the pastry’s delicate texture, golden hue, and delightful crispness, comparing its shape to an elegant bangle. The poem captured the essence of the product so perfectly that it became a living advertisement. The woman displayed it outside her shop, and soon her business thrived, securing her family’s livelihood. Su’s ability to blend poetic artistry with practical assistance marked him as a pioneer of literary endorsements.
Emperor Zhu Yuanzhang’s couplet: A royal endorsement for a struggling business
Even emperors took part in such benevolent acts. During the Ming Dynasty, Emperor Zhu Yuanzhang, the dynasty’s founder, used his literary skills to help an illiterate butcher. One New Year’s Eve, Zhu, disguised as a commoner, noticed the butcher’s home lacked festive couplets. Upon inquiry, he learned the man couldn’t afford to hire someone to write them.
Taking up a brush, Zhu composed a pair of couplets for the butcher:
“With both hands, I carve a path through life and death;
With a single blade, I cut away right from wrong.”
The clever and humorous lines quickly drew attention, causing neighbors to gather and admire the couplets. The butcher’s business gained newfound popularity, thanks to this unexpected royal endorsement.
A legacy of kindness and ingenuity
These stories from ancient China reveal how acts of kindness, combined with creative talent, could transform lives. Whether through calligraphy, poetry, or couplets, these renowned figures leveraged their skills to benefit ordinary people without expecting anything in return. Their actions embody a timeless lesson: true generosity leaves an enduring impact that resonates across generations.
Translated by Cecilia
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