TFBoys (加油男孩 or The Fighting Boys), an immensely popular teenage Chinese boy band whose members broke the Guinness world record for “the most reposted Weibo”, was just hired by Yixia, the company behind Weibo’s live streaming provider Yizhibo and China’s top video blogging app Miaopai.

The news was confirmed (in Chinese) by CEO Han Kun on his Weibo account.

Starting around 2015, China has seen a new wave of celebrities joining tech companies.

A look at their titles, however, reveals that their “positions” are merely nominal: Jay Chou as Chief Travel Planning Officer of tour operator Tuniu (NASDAQ: TOUR) and Chief Surprise Officer of Vipshop (NYSE: VIPS); Fan Bingbing as Chief Experience Officer of live streaming app Huajiao; and most recently Lin Gengxin as Chief Update Officer of online video platform iQIYI to make sure the platform uploads anime episodes on time.

The trend of celebrity joining companies as executives comes as a response to circumvent the newly amended China Advertising Law (in Chinese) effective from September 2015.

The law, with the aim to strengthen consumer protection, has led to stricter rules over celebrity endorsement and how health related commercials can be done.

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