"Chi Mai" is also famous in France for being used for a Royal Canin 1980s commercial, to the point that it is more closely associated with the commercial than with its other appearances, including Dunhill in 1987.[citation needed] In 2002, this association was referenced by the French movie, Asterix & Obelix: Mission Cleopatra, in a scene in which Dogmatix is chasing a legionnaire running on all fours in slow motion (like in the commercial) while "Chi Mai" is playing in the background.[citation needed]
"Chi Mai" was used as the melody for the last tribute to Jean-Paul Belmondo, in the post mortem national ceremony held on 9 September 2021, three days after Belmondo's death.
Online community
"Chi Mai" is also the name of the online community about Ennio Morricone.[6]