China

National pride among the Chinese has grown in recent years, with many opting to purchase locally or from brands that value their heritage. As a result, Western luxury brands like Ermenegildo Zegna are looking for historic venues to give customers a more culturally immersive shopping experience.

In China, Prada is leading community and environmental stewardship with the Seed Project partnership. As people become more concerned with corporate values and social impact, there's an opportunity for brands to demonstrate sustainability commitments while resonating with local culture.

Huawei's Mate 60 Pro is gaining popularity for its Buddhist prayer widget, which has grown popular with Chinese youth. Young people's search for stability in an anxiety-ridden world sees them increasingly turning to spirituality, something that tech can provide with ease of use and convenience.

L'Occitane is furthering its sustainability efforts with a large-scale tree-planting initiative. As the beauty sector strives to progress towards environmentalism, brands that make a difference by addressing problems head-on will resonate with like-minded eco-conscious consumers.

Mercedes-Benz has released a luxury Mahjong set aimed at Chinese HNWIs, tapping demands for Guochao aesthetics. With people placing an increasing emphasis on cultural heritage, brands are jumping at the chance to provide authentic and culturally aware products to help build their reputation.

Ahead of the 19th Asian Games in Hangzhou, Chinese e-commerce giant Tmall has launched an interactive 3D world to stir up hype. As the country attempts to reassert soft power through major sporting events, brands can lean on people’s skyrocketing interest in sports to stay culturally resonant.

Liquor brands Moutai and Luckin Coffee have teamed up to release an exclusive liquor latte to win over young Chinese audiences’ experimental tastebuds. The collab demonstrates people’s sustained appetite for patriotic signalling – especially when manifesting in the most unexpected moments.

On Chinese social media platform Xiaohongshu, users are showing off their latest kicks – customised orthopaedic shoes. As people look for ways to express their personalities but stay comfy at the same time, function is trumping conventional fashion – meaning that for many, ugly is the new cute.