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.

A fashion show held in Tibet by Arc’teryx blended technical outdoor styles with traditional prints and beading, appealing to changing luxury tastes in China. HNWIs in the country are increasingly interested in heritage, rustic travel, and localism, creating fresh opportunities for brands.

Fendi and Hey Tea have transformed a Beijing temple to host a luxurious collaboration where Chinese HNWIs can sip limited-edition tea while escaping the hustle and bustle of the city. Post-pandemic, there's a hunger for IRL experiences while also elevating slow rituals that provide an escape.

Using K-pop stardom as a launchpad, Chinese singer Jackson Wang is on a quest to conquer the West with his multicultural approach to artistry. As China takes a leaf out of the K-pop book to bolster its soft power, a new league of celebrities like Wang are taking centre stage in pop culture.