This year’s Golden Horse Festival (Chinese Oscars) has last year’s best actor winner Ethan Ruan (for Monga) as the official ambassador. And no less than renowned Taiwanese filmmaker Hou Hsia-hsien helmed the 30-second film that features Ethan to promote the festival.

The official poster:

(Side note: I like Ethan. Among the Catwalk trio–Joe Cheng, Mike He and him–he was the least likely to be famous and in fact, was a late fame adapter. His big breakthrough was Fated To Love You, which opened a lot of doors for him, and how. I mean, who would have imagined that years on, he will be winning best actor at the Golden Horse? I also think he’s media savvy and knows how to handle the paps. He is not a saint and I don’t think he has pretensions of being one; he just knows how to play it cool.)

For more information on the Golden Horse Festival schedule, click here.