After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.
Xiaojing Huang is a renowned design trend expert and strategy director of Yang Design, with clients including Boeing, BMW, Nissan, Hyundai, Huawei, and Unilever. Since 2013, she has been the chief editor of China Design Trends Report, an authoritative annual trend report for the Chinese market. Xiaojing is the winner of the Red Dot Design Award, IDEA and Design For Asia Silver Award, and Influential China Young by Linkedin. She is also a writer in China Home Trend Report, China Sub-culture Lifestyle Report, Aging Design Trends Report, and magazine design columns.
Avinash Akhal is a behavioural analyst at Canvas8. He holds a Masters degree in Economics from the University of Manchester and formerly worked as a researcher at the Education Policy Institute. Outside of work, he is either crafting his boxing skills, listening to a podcast or losing money on the stock market.
Regulations in China will see users of metaverse and gaming platforms tie their online personas to their real-life IDs. While this initiative may avert scams and misinformation, it also raises questions about privacy and pockets of the internet that are about freedom and self-expression.
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?
With growing middle- and upper-middle-class populations in China, people are spending their money on everyday luxuries. Offering an indulgent yet healthy snack that taps into the country’s growing obsession with ice cream, Chicecream is a perfect hybrid of guilt-free treat and Insta-aspiration.
As affluent luxury consumers in China demand brands take steps to be accountable for their environmental impact, these companies are pivoting to flout their sustainable credentials. For legacy brand Erdos, this means diversifying the product offer and targeting new markets.