“Tang Monk” Sells Houses: A New Era of Real Estate Marketing & the Power of Nostalgia
Beijing, China – June 30, 2025 – A surprising turn of events is captivating china’s real estate market and social media: Chi Chongrui, the actor famed for his portrayal of Tang Monk in the 1986 classic “Journey to the West,” is now selling property.This isn’t a simple celebrity endorsement; Chi is personally involved,appearing in promotional videos showcasing a Beijing property just 900 meters from the Forbidden City [[1]]. This unexpected career move highlights a shift in real estate marketing strategies, leveraging nostalgia and “contrast marketing” to drive sales.
The power of Contrast & Exclusive Appeal
The campaign’s success hinges on the inherent contrast between the revered character of tang Monk and the frequently enough-stressful process of buying property. Chi’s calm and familiar delivery, reminiscent of his iconic role, offers a soothing alternative to aggressive sales tactics. however, the appeal isn’t just nostalgia. The property itself boasts a prime location – within Beijing’s Second Ring Road – making it exceptionally exclusive.
Reviving a Stagnant project
Interestingly, the project isn’t new. Land was acquired over 20 years ago, wiht renovations completed in 2020. While previously marketed, it failed to gain significant traction. Current pricing reflects the exclusivity, with second-hand units ranging from 160,000 to 180,000 yuan per square meter, meaning a modest 60 square meter apartment carries a price tag of around 10 million yuan. This demonstrates the power of associating the property with a high-profile IP to attract a targeted audience. Real estate, being a localized and policy-driven product, benefits from this focused marketing approach. [[1]]
A Shift in Developer Strategy: From Popularity to Resonance
Developers are increasingly moving beyond simply seeking popular celebrity endorsements. the focus is now on finding “spokespersons” who resonate with their target customer base. Utilizing established IPs like “Tang Monk” allows developers to reduce reliance on expensive external marketing channels and leverage existing advantages. This strategy not only cuts costs but also creates a buzz that can boost sales across multiple projects.
**Rising Channel Costs &