On the 8th of January 2022, EXO member Lay was announced as the new ambassador of luxury Swiss watch brand Hublot.

After this event, Lay became trend the number 1 on Weibo with the term: "Zhang Yixing is the only post-90s male artist in the three top luxury categories."

Besides Hublot, Lay is a spokesperson of french luxury Jewelry brand Chaumet and global ambassador of Italian luxury fashion house Valentino.

Lay's total active endorsements have reached 20 brands.