Chinese eyewear brand, Bolon, recently announced young singer and actor Wang Junkai as its spokesman for its new nationwide promotional campaign.

Wang Junkai, or Karry Wang, 18, is widely regarded as China’s answer to Canadian singer/songwriter Justin Bieber and is perhaps best known for his leading role in the movie Miracles of the Namiya General Store and his pop hit Karry On. He has amassed more than 40 million followers on Sina Weibo and has often spoken out on environmental issues — being named as the national goodwill ambassador of the United Nations Environment Program.

Bolon has its eye on his influence among young people, with the brand looking to update their reputation and product lines to be trendier and attract a younger generation of customers.