They’re the pin up boys modeling the convergence of equestrianism and bling in China. There’s Li Hou Lin, boss of the Hiersun diamond franchise in China: in local celebrity magazines he gushes about the manly nature of horseriding and his exploits aboard his own imported steeds, one of which he’s named…Hiersun.

Hong Kong actor Aaron Kwok (who makes a lot of his money on the mainland) meanwhile is the China face of Longines in China and posed with horses and horse mannequins at the Longines-sponsored show-jumping event in Beijing’s national stadium this year, while the slightly lower-league actor Li Yun regularly poses with horses for Cartier, which uses polo to sell its bling in China.