With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?
In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.
Galvanised by a vision to empower music and club cultures independent from state constraints, the Chinese underground is inventing new languages in sound and visual arts against a backdrop of rapid tech advancement. How are young people building ecosystems that can nourish communities?
Chinese Gen Zers are expressing their fashion identities on social platforms, with research from Bilibili pointing towards increased heterogeneity. Video platforms are the new runways, and brands looking for emerging consumer trends would be wise to keep one eye on social.
Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.