De Rucci Healthy Sleep Co.[1] (Chinese: 慕思; pinyin: Mùsī; Jyutping: mou6 si1) is a mattress company in China, headquartered in Dongguan, Guangdong.

[3] De Rucci's advertising prominently showcases an unnamed European-looking man, a "Steve Jobs look-alike" who has been described as the "most famous face in China".

[3] A Wall Street Journal investigation identified the man as John Timothy Dirstine (1943-2012), an American resident in China, and that De Rucci had signed an agreement with him in 2009 to use his image in advertising.

[1] The author of the article, Zhang Zhouxiang, stated "such blind worship is uncalled for in China now that it has become the world's second-largest economy.

"[4] David Fickling of Bloomberg News argued that the usage of the man of European origin and European-inspired branding reflected an internalized inferiority felt in China, similar to that felt by people in Japan in the mid-20th century, before the rise of the Japanese economy.