Joe Cheng

Joseph Cheng, previously known as Bryan Cheng, is a Taiwanese actor, model, and singer who was born on June 19, 1982. He has achieved widespread popularity across Asia, particularly in markets such as Taiwan, China, Hong Kong, Singapore, the Philippines, and Japan. He is especially recognized for his performance as Jiang Zhishu in the Taiwanese television adaptation of the Japanese manga Itazura Na Kiss, titled It Started with a Kiss.

Cheng spent his childhood in the Beitun District of Taichung, Taiwan. Following the divorce of his parents during his primary school years, he resided with his father, while his older sister lived with their mother. Along with his career in entertainment, he pursued higher education on a part-time basis, studying tourism management at Hsing Wu College. He later fulfilled his mandatory military obligations by serving in the second regiment of the Taiwan Coast Guard before receiving his discharge.

Cheng entered the entertainment industry after signing with Catwalk Modelling Agency, quickly finding success as a model within his first year. Early in his career, he appeared in various music videos, including one performed by Jacky Cheung. His acting debut occurred in 2003 when he secured the secondary male lead in the Taiwanese drama serial The Rose, performing alongside S.H.E and Cecilia Yip. That same year, he made a guest appearance in the drama Dance with Michael. By 2004, he landed main roles in the series Nine-ball and Magic Ring.

His major career breakthrough came in 2005 with the main lead role in It Started with a Kiss. The serial earned high television ratings in Taiwan and achieved broad regional popularity, propelling Cheng to widespread fame. The project marked his first collaboration with actress Ariel Lin. The pair subsequently re-teamed for the 2007 sequel They Kiss Again and later starred together in the 2008 series Love or Bread. Though Cheng has performed in numerous television productions across Taiwan, China, and Japan, his roles in The Rose and the Kiss series remain his most prominent.

Beyond acting, Cheng maintained a prominent career in modeling and endorsements. He represented activewear brands including Puma AG from 2003 to 2005 and Adidas beginning in 2006. He walked the runway for high-profile labels such as Marc Jacobs, Timberland, Levi's, and Christian Dior, and participated in flagship store openings like Hugo Boss in 2009. His commercial endorsements cover food, jewelry, and apparel lines, including the green tea brand Kang Shifu and the clothing label N+a. He has also served as a spokesperson for Shiatzy Chen and published several pictorial books, calendars, and books detailing his hometown of Taichung.

In 2009, Cheng expanded his creative scope by making his stage debut in the play Design for Living, directed by Edward Lam and co-starring Sylvia Chang and David Wang. The production staged sell-out performances across Hong Kong, China, Taiwan, and Singapore. That same year, he released his debut EP, Sing a Song, which topped select Taiwanese charts. His industry achievements include receiving the Asia Special Award at the 2009 Asia Model Festival Awards. Additionally, he was designated as a World Vision ambassador in late 2009 and represented Taiwan at the 7th Asia Song Festival in Seoul in 2010.