 As a model, Cheng has modelled for several big-name brands including Puma AG (2003–2005) and adidas (2006–present).He has starred in numerous runway shows for brands such as Marc Jacob's (2003), Timberland, Levi's and Christian Dior (2007) He often also appears at flagship store openings including Hugo Boss (2009).Cheng also endorses several food, jewellery and clothing brands; the most recent being Chinese green tea brand Kang Shifu (for which Cheng starred and recorded a song with Mike He and Taiwanese actress Joe Chen) as well as casual wear brand N+a (with Taiwanese singer-actress Cyndi Wang).