In a bid to reignite flagging luxury consumption, the Chinese government is turning to an unlikely source of inspiration – American pop sensation Taylor Swift.

According to internal government documents obtained by local media, Chinese officials have been closely studying the marketing strategies and fan engagement tactics employed by Swift and other global superstars. The goal? To better understand how to harness the power of celebrity influence to drive luxury purchases among the country’s young, affluent consumers.

“The government recognizes that China’s luxury sector has been struggling in recent years, with consumer confidence and spending taking a hit,” said retail analyst Jing Daily. “They see the potential in leveraging celebrity influence, particularly Western stars with strong appeal among China’s youth, to help revive that critical segment of the economy.”

Swift, whose music and persona have amassed a massive global fanbase, is of particular interest to Chinese policymakers. The 33-year-old singer-songwriter has demonstrated an exceptional ability to convert her cultural cachet into lucrative brand partnerships and product endorsements.

“Taylor Swift has mastered the art of cultivating a devoted, almost fanatical fan following,” said Shanghai-based marketing consultant Emily Chen. “The way she’s able to monetize that fan engagement through things like album merchandise, concert tickets, and sponsorship deals is exactly the kind of playbook the Chinese government wants to study and emulate.”

Other celebrities under the microscope include Korean pop sensations like BTS, as well as Hollywood A-listers such as Ryan Reynolds and Ryan Gosling. Analysts say the government is keen to understand how these stars leverage their personal brands to drive consumer behavior, with an eye towards applying those lessons to China’s luxury market.

“It’s a fascinating shift in strategy,” added Chen. “Rather than relying solely on economic levers, the government now sees celebrity influence as a powerful tool to stimulate luxury consumption. It will be interesting to see what kinds of policies or initiatives emerge from this research in the coming years.”

With China’s economy facing strong headwinds, the stakes for reviving the country’s luxury sector have never been higher. Whether the government’s deep dive into celebrity marketing proves effective remains to be seen. But one thing is certain – Taylor Swift and her famous peers have suddenly become the toast of Beijing.