Shang-Chi Star Simu Liu Surprises Costco Shoppers with Free Samples

As of November 2025, Simu Liu, the star of the Marvel film Shang-Chi, has taken on a new role as the Chief Content Officer (COO) of the Chinese food brand MìLà. In this position, Liu has been actively involved in the company's rebrand and expansion efforts, aiming to increase the reach and accessibility of authentic Chinese cuisine.

Earlier this month, Liu was spotted at a Costco store in Danville, California, handing out free samples of MìLà's diverse product offerings, including frozen and ready-to-eat items such as dumplings, potstickers, ramen noodles, sauces, and even sweet treats like black sesame dessert dumplings and ice creams. Liu personally distributed over 100 samples to Costco shoppers, engaging with fans and taking photos along the way.

But Liu's involvement went beyond just sampling. He and MìLà co-founder Jennifer Liao also surprised a customer by paying for their entire grocery purchase, a gesture that the actor described as "really amazing." This act of generosity and connection with the community is a testament to Liu's commitment to the brand and his desire to make MìLà's products more accessible and enjoyable for people.

The partnership between Simu Liu and MìLà is part of the company's broader rebranding efforts, which aim to celebrate Chinese cuisine in an inclusive and approachable way. As the brand's ambassador, Liu will play a crucial role in expanding MìLà's reach through retail and product accessibility, further amplifying the understanding and enjoyment of modern Chinese food.