TUMI Welcomes Wei Daxun as New Asia-Pacific Brand Ambassador in 2025

TUMI Unveils Wei Daxun as Its New Asia-Pacific Brand Ambassador

In a significant move, TUMI, the esteemed name in travel, lifestyle, and accessories, proudly introduced Chinese actor Wei Daxun as its new brand ambassador for the Asia-Pacific region on July 29, 2025. This announcement coincides with the opening of TUMI's flagship store in Shanghai earlier this month, marking a key milestone in the brand's ongoing global expansion.

Wei Daxun, renowned for his versatility and charm, has captivated audiences throughout Asia, earning accolades for his work across film, television, music, and philanthropy. With a career demonstrating professionalism, discipline, and an unwavering pursuit of excellence, he perfectly embodies the values that TUMI stands for - precision, creativity, and a relentless spirit of progress that has defined the brand for 50 years.

Wei's debut campaign, part of the third and final chapter of TUMI's 19 Degree Lite initiative, is titled "Lightness Without Compromise." This campaign celebrates innovation and freedom of movement through the lens of those who lead active lives. Directed by David Pun and photographed by the acclaimed GK (国琨), the campaign artfully captures the quiet intensity of Wei's lifestyle as he seamlessly transitions between bustling cities, dynamic scenes, and fleeting moments.

Throughout his journey, Wei is accompanied by TUMI's ultra-light 19 Degree Lite collection and the versatile Alpha Bravo collection, each designed to keep pace with his fast-moving lifestyle. The narrative emphasizes how the 19 Degree Lite effortlessly adapts to his needs at every stage of travel, while the Alpha Bravo Navigation Backpack provides him with the reliability and functionality essential for someone constantly on the go. For Wei, home transcends a physical location; it is a feeling, a sense of belonging that he carries with him as he navigates the world with confidence and ease.

TUMI’s Vision for the Future

Victor Sanz, TUMI's Creative Director, expressed excitement about Wei's partnership, stating, "Wei brings energy and authenticity that seamlessly align with TUMI's core values. His image is a true reflection of the modern global traveler—aware, dynamic, and in constant motion."

Deeply moved by TUMI's legacy, Wei remarked, "It is an honor to join the TUMI family. For a long time, I have admired the brand's commitment to timeless quality and purpose. Their collections are tailored for real life and accompany me wherever I go and whatever I do."

With Wei's inclusion in its prestigious roster of ambassadors, TUMI adds a powerful voice alongside other celebrated figures such as Formula 1 driver Lando Norris and professional golfers Nelly Korda and Ludvig Åberg. Thanks to its meticulous design and globally resonant narratives, TUMI continues to distinguish itself as a leader in luxury travel and lifestyle.

As TUMI moves forward, it keeps a firm commitment to provide high-quality accessories designed for modern travelers, enhancing the travel experience while reflecting a spirit of innovation. Follow the exclusive campaign content on social media @TUMITravel.

About TUMI

Since its inception in 1975, TUMI has crafted world-class luxury accessories for business, travel, and performance, aiming to improve, simplify, and enrich all aspects of travel life. We merge flawless functionality with a spirit of ingenuity and are dedicated to empowering a lifelong journey for people pursuing their passions. For more information on TUMI, visit TUMI.com and follow @TUMITravel on Instagram, TikTok, Facebook, and YouTube. TUMI and the TUMI logo are registered trademarks of Tumi, Inc.