In recent years, the trend of China-chic has been surging and growing. Strategic utilization of spokespersons by China-chic brand managers to promote their brands is a cost-effective marketing strategy. But how should China-chic brands choose the right spokespersons? This article constructs an integrated theoretical framework to explore the virtual spokesperson type and agency-communion orientation consumers on consumer purchase intention and mediation mechanism, proves that two different virtual spokesperson types (expert and attractive) and match with the different agency-communion orientations, and through the self-brand connection they impact on consumer purchase intention. Study 1 manipulates the agency-communion orientation in different ways, and measures participants’ agency-communion orientation using an existing scale. The results of study 1 show that an expert (attractive) virtual spokesperson should enhance consumer purchase intention among agency (communion) -oriented consumers. The results of Study 2 again verified the interaction between virtual spokesmen types and agency-communion orientations, verified the mediating role of self-brand connection, and constructed a complete internal mechanism model. The results of Study 3 showed that the robustness of the results was further improved by eliminating other explanatory mechanisms through simulated scenario experiments. This research contributes to the spokesperson literature as well as agency-communion orientation literature. What’s more, these findings provide a beacon for companies to choose their brands’ spokesperson.