In China, the moon is thought to do more than just control the tides. The waxing and waning of the moon is believed to deeply effect people’s lives, and with this in mind, luxury watch manufacturer Montblanc has incorporated it into its latest Chinese products and campaign.

Babies born in China in 2015 (the Year of the Sheep) are thought to be unlucky. So unlucky that thousands of mums rushed to have a baby in the more favourable Year of the Horse. Superstitions still hold fast in rapidly modernising China. How can international brands avoid making cultural mistakes?

"A man needs to be polite - not just to me, but to everyone," said Adriana Lima. "How does he treat the waiter? The coat-check girl? The driver?" And in China in particular, this emphasis on etiquette has never been more prevalent – for businesses and patrons alike.

Building on a traditional diet that promotes an ‘eat little and often’ approach, snacking is a natural fit in Chinese food culture. But Western brands haven’t had a smooth ride catering to domestic tastes. How are attitudes to snacking changing? And what do people want to eat between meals?