On November 9, news emerged that BOSIDENG (HK: 03998) had recently announced musician, director, and actor Wang Leehom as its brand ambassador. However, a set of new product advertisement images featuring Wang Leehom for BOSIDENG quickly went viral across the internet.

BOSIDENG had intended to showcase its new puffer jackets, but after netizens saw the images, they widely mocked Wang Leehom's styling as "too thunderous." On social media, some users commented, "These two outfits look really hard to stomach," "I feel like he was set up," "If you're being held hostage, please blink," and "I literally woke up laughing at these pictures of Wang Leehom that BOSIDENG put together."

According to official descriptions, the puffer jacket worn by Wang Leehom is from the third installment of the 2026 fall/winter collection under BOSIDENG's premium line AREAL. The brand stated, "This collection continues Kim Jones' design exploration of warmth and comfort. This season combines the design philosophy of high fashion with BOSIDENG's professional expertise in down, continuously exploring more possibilities for modern down apparel. The new fall/winter advertising campaign, with minimalist settings and restrained visual language, focuses attention on the colors, textures, and silhouettes of the garments, presenting the distinctive visual identity of BOSIDENG AREAL."

In fact, BOSIDENG and Wang Leehom had collaborated long before. In 2009, Wang Leehom first became a spokesperson for BOSIDENG menswear. Seventeen years later, as the brand celebrates its 50th anniversary, Wang Leehom has been upgraded from menswear spokesperson to full brand ambassador. In August of this year, some netizens reported that Wang Leehom and BOSIDENG founder Gao Dekang had appeared together at the BOSIDENG company.