Open China’s Twitter-like platform Weibo, and most of the pop-up ads have one thing in common: Eileen Gu. Even before the US-born athlete won a gold medal for China in the women’s freeski big air competition on February 8, she’d already become the face of multiple brands across sport, fashion and banking. Some of her partnerships include global luxury brands Louis Vuitton, Tiffany & Co. and Swiss watchmaker IWC Schaffhausen, as well as Chinese milk company Mengniu and coffee chain Luckin Coffee. In total, she fronts at least 23 brands , Shanghai-based media outlet Yicai Global said. As Chinese luxury publication Jing Daily put it, the 18-year-old is “China’s hottest commodity”. But just how much money have these deals made? Meet Olympic snowboarder and social media sensation Chloe Kim She raked in US$31.4 million from brand endorsements in 2021 According to Shanghai-based market research firm CBN Data, the California-born athlete raked in more than 200 million yuan (US$31.4 million) last year alone from brand endorsements. Experts say that the number is likely to shoot up now that she has won a gold medal for China. “It works to brands’ favour, as only elite athletes who have put in years of hard work and dedication can become an Olympic gold medallist. Consumers will view her as an inspiration, and aspire to be like Eileen Gu,” Jerome Lau, said managing director of Singapore integrated marketing communications agency Splash Productions. How Olympic teen ski champion Eileen Gu became luxury’s most bankable face Following her gold medal win, Weibo crashed because so many people were searching her name One of the trending hashtags, “the whole internet wants Eileen Gu’s style” was viewed more than 2.3 million times, where users discussed the brands of ski equipment and sportswear that she uses. A Weibo user with the handle @xiatianjunbaby shared photos of himself wearing a down jacket by a brand endorsed by Gu, and said: “This down jacket is so beautiful, my friends, it is the same style as that of my goddess Gu Ailing (Eileen).” Who is Irene Zhao, the Singapore model who made millions selling her NFTs? Gu’s multinational background is key to her appeal – to both Chinese and foreign brands Gu was born in San Francisco to an American father and a Chinese mother, and despite representing the US for most of her life, she chose in 2019 to represent China, where she’s also known as Gu Ailing. Mr Lau said: “Eileen Gu can be perceived as a bridge for brands to resonate with the consumers in the China market. Not only that, she gives the Chinese brands that she’s working with an international perspective.” 6 facts about A$AP Rocky, father to Rihanna’s first child Singapore Management University marketing lecturer Patricia Lui said: “Similar to [basketball player] Jeremy Lin, Eileen Gu is a rare Eurasian American that connects with both Western and Asian audiences. Jeremy created ‘Linsanity’ a decade ago, now we have a new ‘Gusanity’.” China does not recognise dual citizenship – but Gu has not explicitly spoken about what citizenship she holds At a press conference after winning her gold medal, she skirted questions over whether she renounced her American citizenship to compete for China. This week, Gu is set to compete in two more events at the 2022 Winter Olympics – in slopestyle and half-pipe. This article originally appeared on Insider . Want more stories like this? Follow STYLE on Facebook , Instagram , YouTube and Twitter .