Chapter 163: Zero Matters and

After spending two days in Jingcheng with Gao Yuanyuan, Cheng Chen received a message from his agent Su Qingya.

After saying goodbye to Gao Yuanyuan, Cheng Chen went to the company nearby.

"Boss Cheng, we have a sponsorship deal for you to review."

Xinghuo Entertainment, Cheng Chen's office.

Cheng Chen took the folder with a smile and said:

"Didn't we agree that for the next two months I'd focus entirely on preparing my new album?

All ads, commercial performances, and sponsorships were to be postponed?"

Hmm, he had clearly forgotten about spending those two days wandering Jingcheng with Big Beauty Yuanyuan.

Su Qingya smiled wryly:

"Boss Cheng, this one's unusual—I've gathered some materials through contacts in the industry. Take a look."

Cheng Chen nodded, opened the folder, and his expression flickered with surprise:

"Pepsi?"

"Yes, from 1988 to 1999, from the birth of Asia's first spokesperson to the early formation of Pepsi's China Star Family.

During this period, Pepsi gradually clarified its spokesperson style in the China market.

It also continuously tapped into its celebrity asset value, even as its slogan changed over these years.

But it has always held firm to entertainment marketing and the music route.

If you secure this sponsorship, it will greatly enhance both your advertising value and influence.

After all, it's a global brand—since 2000, the number of Pepsi stars has kept rising.

A true 'star gathering' momentum has formed, with more and more stars from different types and fields appearing.

Music remains the core, expanding outward into film and television, but no matter how it changes, Pepsi has only two standards.

First, any star chosen for a Pepsi sponsorship must be one of the hottest in recent years.

Second, that star must wield enormous influence among young people.

Whether in fame or influence among youth, Boss Cheng, you meet both criteria."

Su Qingya had clearly done extensive research before coming, and understood the Pepsi Star Family deeply.

Back then, Pepsi hired Zhang Guorong, the dynamic idol brother who was at his peak across Hong Sheng, Macao, Tai Sheng, Japan, Korea, and Southeast Asia, as Asia's first spokesperson.

As Asia's first spokesperson, Zhang Guorong's endorsement became a major topic of conversation and filled the entire Hong Sheng music scene with pride.

All things rise and fall—Zhang Guorong's final public appearance before his death was as a special guest at a Pepsi gala…

The facts proved Pepsi's decision correct: after Zhang Guorong, Pepsi's sales in Asia rose noticeably.

Pepsi's executives, delighted by this phenomenon, then copied and pasted this model.

Like Liu Dehua, whom you recently interacted with, and Guo Fucheng.

And Wang Fei, Pepsi's first female spokesperson in Asia, were all once members of the Pepsi Star Family.

Using traffic to open the market—marketers back then already understood this principle.

Once, netizens joked that looking at Pepsi's past spokespersons, you could see the dynastic shifts in the Chinese entertainment circle…

Cheng Chen nodded; he understood this opportunity was rare, even though he was very selective about endorsements.

But for a legacy brand like Pepsi, the risk of failure is extremely low.

Moreover, securing a Pepsi sponsorship is itself recognition of his strength and an expansion of his influence.

He must land this sponsorship!

Closing the folder, Cheng Chen looked at Su Qingya and said:

"When can it be confirmed?"

"It's only rumors so far; more specific details will take some time to emerge.

But according to my friend, Pepsi plans to select nine spokespersons in China.

The most heavily favored is Zhou Dong from Tai Sheng, who since 2002 has served as Pepsi's 'secret weapon.'

Zhou Dong's entry into the Pepsi Star Family helped Pepsi capture a larger youth market…"

Here, Su Qingya looked up at her boss.

Cheng Chen and Zhou Dong, in some ways, share overlapping personas—they're in competition.

A situation where east wind dominates west wind, and west wind topples east wind.

Hearing this, Cheng Chen nodded; he had always known Zhou Dong endorsed Pepsi.

After all, Zhou Dong's endorsement ads played everywhere back then, leaving a deep impression.

In fact, from a future perspective, Zhou Dong was partnered with Pepsi from 2002 to 2007.

Notably, this period coincided with his relationship with Cai Yiling—from passionate romance, to breakup, to "becoming bitter enemies."

Later, Zhou Dong switched from blue to red, moving to Coca-Cola and endorsing Sprite.

Thus becoming Cai Yiling's "rival," which became a media and netizen gossip hotspot.

Most people believed it was to avoid the awkwardness of collaborating with an ex-lover.

"Besides Zhou Dong, F4 and Cai Yiling from Tai Sheng are also under Pepsi's consideration."

Su Qingya continued.

"F4…"

As mentioned earlier, Pepsi used music singers as a springboard to gradually expand into film and television actors.

F4, thanks to Meteor Garden, were wildly popular across all of Asia—Pepsi certainly wouldn't miss them.

As for Cai Yiling, her album "Look at Me 72 Changes" last year made her famous everywhere.

From a future perspective, Cai Yiling could be said to be the star who had the longest association with Pepsi.

It lasted a full eleven years, becoming the longest-running spokesperson partnership in the Pepsi family.

For Pepsi, which frequently changes its celebrity endorsers, this was rare.

"Nine celebrities have already been confirmed, six of them—it seems there aren't many slots left for me."

Cheng Chen clenched his fist and said slowly.

Su Qingya didn't know whether she could be certain that the few she proposed would definitely be selected.

It seemed Cheng Chen had prepared for the worst…

Su Qingya's face took on a serious expression as she said:

"I will closely monitor developments on that front; as soon as I get news, I'll notify you, and I'll do everything in my power to secure the endorsement."

Cheng Chen nodded, then asked:

"How's 'Crazy Stone' going?"

He had entrusted this matter entirely to Su Qingya; since returning from Shancheng, he had barely paid attention to it.

"Everything is going smoothly. Director Ni said they'll likely wrap shooting by the end of this month."

"Good. Stay in close contact with Xinmei Group. Once 'Crazy Stone' finishes post-production, see if we can integrate with their distribution channels."

"Understood!"

Su Qingya nodded, but just as she was about to leave, she suddenly said:

"By the way, Boss Cheng, a brand has invited you to attend a launch event next Monday—should I decline for you?"

"Is the collaboration with them significant?"

"Yes, we've had quite a bit of cooperation, but it's no problem—if you're unavailable, I can decline on your behalf."

Cheng Chen waved his hand and said:

"Attend anyway. Since it's an invitation from a partner, we should accept."

Cheng Chen always treated brand partners with special consideration, and whenever there was an event invitation, he tried to attend.

After all, he upheld his duty as a collaborator—this was one reason his reputation among brand partners was so strong.

"Send me the location and time of the brand's event later."

"Understood."

…

In the following days, Cheng Chen remained in seclusion preparing his album.

Only when he received Su Qingya's call did he realize he still had an event to attend.

After freshening up, Cheng Chen got into Shi Qiang's car and headed to the event venue.

This time, the brand was a clothing design company, and the event was their new product launch.

As one of the collaborating parties, Cheng Chen naturally appeared wearing the brand's clothing.

He watched the model runway show with everyone else, then answered a few questions from reporters.

"Besides inviting Mr. Cheng Chen, we've also invited a director—his works are surely familiar to everyone…"

The host on stage was enthusiastically introducing, and hearing that a director had come, Cheng Chen instinctively turned his gaze toward the direction the host was pointing.

"He is the director of 'Stories from the Mess Hall,' 'Urban Men and Women,' and the recently popular 'Health Express'—Shang Jing! Let's give him a warm round of applause."

Hearing that name, Cheng Chen froze slightly.

Shang Jing? How did he end up here?

"Thank you, thank you all for your support, and thanks to the event organizers for the costume support of 'Health Express.'

Originally, the main cast of 'Health Express' were supposed to attend, but they've been too busy lately.

So I, a behind-the-scenes worker, had to come instead. I know—compared to directors,

you'd rather see the actors. Hehe, sorry about that."

Shang Jing, wearing a baseball cap, smiled cheerfully on stage.

The audience below was amused by his remarks, and applause broke out across the venue.

Cheng Chen smiled faintly, thinking: people who make comedies are just different.

Some might not know Shang Jing well, but everyone remembers his works.

'Wulin Waizhuan'…

In fact, even before 'Wulin Waizhuan,' Shang Jing already had a representative work that swept across China.

In 2002, Shang Jing's 'Stories from the Mess Hall' reignited the popularity of sitcoms on screen.

He went on to produce three sequels, making it the flagship series of military sitcoms.

The main actors of 'Stories from the Mess Hall' later became the main cast of 'Wulin Waizhuan.'

All three installments of 'Stories from the Mess Hall' achieved breakthrough artistic success.

The first season won the Golden Star Award, the Flying Apsaras Award, and the China TV Golden Eagle Award.

The six lead actors of the second season collectively received the Golden Star Award for Outstanding Performers.

For the third season, Shang Jing himself won the Golden Star Award.

That same year, he also filmed the urban comedy 'Urban Men and Women' in Modu—though that's another story.

Thanks to these highly acclaimed sitcoms, Shang Jing was dubbed the "Number One Sitcom Director."

After 'Wulin Waizhuan,' no sitcom has since matched its balance of artistic quality and storytelling appeal.

Of course, if you insist 'Love Apartment' counts, then that's another matter…

Seeing Shang Jing at the event, Cheng Chen immediately had a thought.

Shang Jing's current 'Health Express' must have just finished airing.

And it's still two years away from the broadcast of his landmark work—or the one that made him famous—'Wulin Waizhuan.'

At this moment, I wonder if the script for Wulin Waizhuan has been written yet.

It's said that when Wulin Waizhuan was first filmed, the Screenwriter wrote it as they went along…

"As they went along…"

Cheng Chen whispered.

After the event ended, Cheng Chen hurried over to Shang Jing in three long strides.

"Director Shang, hello, I'm Cheng Chen."

Shang Jing looked at Cheng Chen with confusion, unsure what he wanted.

Of course, Shang Jing had heard of Cheng Chen—he had appeared on the Spring Festival Gala twice, and was a long-term collaborator of entertainment tabloids.

His songs were sung on every street and alley.

What, you've never heard Cheng Chen's songs?

Then does your family have a child who talks? The song he sings, "Love You Walking Alone Through the Dark Alley," is his!

"Hello, what do you want?"

Shang Jing asked, puzzled.

"Director Shang, are you free later? I'd like to invite you to dinner—I have some things I'd like to ask you."

Cheng Chen smiled as he extended the invitation.

"Hmm… no need for dinner—how about we talk as we walk?"

Although Shang Jing said no dinner was needed, discussing matters still required a place to sit.

Cheng Chen chose a teahouse, and the two sat down to talk.

Shang Jing was puzzled that this popular star had come to him.

Did he want to act in Shang Jing's next TV series?

Not only had Shang Jing not yet decided on his next TV series, but even if he were to make one, he wouldn't cast Cheng Chen.

The main reason was that Cheng Chen was too popular—he couldn't afford the fee.

Or rather, even if he could afford it, he still wouldn't use him.

After all, a popular star's fee was so high, and his sitcom was a low-budget production.

His fee might alone cut half of the TV series' entire production budget.

Cheng Chen didn't let Shang Jing wonder long—he poured Shang Jing a cup of tea and got straight to the point:

"Director Shang, will your next project also be a sitcom?"

Shang Jing nodded.

He had started with sitcoms; he had also directed children's TV dramas and films, but those weren't his strengths.

Cheng Chen nodded and asked further:

"Director Shang, have you ever heard of a wuxia sitcom?"

"A wuxia sitcom?"

Shang Jing looked utterly confused.

Seeing Shang Jing's reaction, Cheng Chen felt a surge of joy—he must not have started writing the Wulin Waizhuan script yet.

Cheng Chen remembered reading an interview from the future.

It said that at the time, Shang Jing lamented that sitcoms had lost their novelty, and then his collaborator, the Screenwriter, said:

"Why not make a wuxia sitcom?"

So Shang Jing asked the Screenwriter to write one or two episodes first.

With Shang Jing's approval, the Screenwriter racked his brains and wrote two episodes to submit.

Cheng Chen judged that the Screenwriter had not yet begun preparing the Wulin Waizhuan script precisely from this point.

Note: here, Shang Jing first raised the idea that sitcoms lacked novelty—only then did the Screenwriter begin preparing.

It's like a college entrance exam essay: before you see the exam paper, no one knows what the topic is.

Only after seeing the essay prompt does the candidate begin to rack his brains within the limited time.

Since Shang Jing's essay prompt—"sitcoms lack novelty"—hadn't been issued yet, the Screenwriter couldn't possibly have started writing the script…

Shang Jing was clearly intrigued by Cheng Chen's concept of a "wuxia sitcom."

He quickly asked:

"What do you mean by 'wuxia sitcom'?"

In his mind, wuxia relied on martial arts choreography and the hero's persona, supplemented by dramatic plotlines and grand visual scenes.

These elements seemed utterly incompatible with the concept of a sitcom.

Yet at the same time, he felt a flicker of anticipation.

What kind of sparks might wuxia and a sitcom create…

…