After Zhou Hei Ya received a huge plug in Transformers 4: Age of Extinction, Novaland helped Zhou Hei Ya promote the company in U.S. to raise international brand awareness, by collaborating with Transformers 4’s NYC movie premiere and press conference, as well as inviting local American media outlet to promote the brand. The success of Zhou Hei Ya’s collaboration with Transformers 4 opens up a new path for Chinese brands to expand their international market, which is to collaborate with American Entertainment.