According to the agreement, which officially came into effect on April 1, 2008, Lang Lang will appear in Sony events and campaigns and use the company's products to enhance and promote the Sony brand around the world, with a particular focus on China, his home country, Sony said in a press release.

Lang Lang, 25, has gained widespread popularity and critical acclaim throughout the classical music industry for his breathtaking talent, exquisite technique and unique charisma, said the press release, adding that his expressive playing style and captivating performances have extended his appeal beyond traditional classical music lovers to wide audiences, including younger listeners.

"As a global leader in the electronics and entertainment industries, Sony is delighted to welcome Lang Lang as a 'brand ambassador' who can reach and connect with audiences around the world," said Sir Howard Stringer, chairman and CEO of Sony Corporation.

"Lang Lang has legions of fans representing diverse cultures and interests, and is especially adored in his home country of China. He is uniquely positioned to introduce a wide range of Sony products and services and dazzle a new generation of Sony fans." "I am thrilled to have the opportunity to represent Sony and its products," said Lang Lang. "I am a long-time Sony user, and am looking forward to the opportunity to bring the excitement and joy of music through Sony's cutting-edge technologies."

Lang Lang currently serves on the Weill Music Institute (WMI) Advisory Committee as part of Carnegie Hall's educational program and is the youngest member of Carnegie Hall's Artistic Advisory Board.