Jiaqi Luo
What Brands Need to Know About China’s Patriotic Perfume Boom
Young Chinese aren’t just looking for novelty perfumes; they also crave scents and imagery that evoke a sense of their Chinese identities. Read More
How Luxury Brands Prosper From China’s Scary C-pop Fans
C-pop stars have taken over luxury campaigns thanks to young China’s surging purchasing power. But how can brands avoid the pitfalls of these fan economies? Read More
Why Luxury Brands Must Jump On China’s Cute “Meng” Trend
Translated as “cute” in Chinese, Meng (萌) is the adorable pop trend taking over young China. But can Western luxury brands capitalize on it? Read More
Why China’s Hanfu Trend Won’t Cool Down
Young Chinese have elevated traditional Hanfu dress from a niche hobby to a consumer market of 400 million people. But can brands tap into this trend? Read More
The Limits of Luxury Livestreaming
A year of COVID-fueled lockdowns led to the use of livestreaming to reach Chinese consumers, but luxury brands must do it right. Read More
Is Mystic-chic Beauty the Next Thing in Gen Z China?
Over the past year, an increasing number of beauty products inspired by “mystical” ideologies like astrology and feng shui has targeted China’s Gen Zers. Read More
To KOL Or Not To KOL In China
Working with the right KOLs is how brands have traditionally tapped into China’s affluent, young consumer base. But are KOLs too risky today? Read More
Size Doesn’t Matter: The Allure of Beauty Samples in China
The beauty industry has long relied on samples to hook customers, and China's young consumers want innovative ways to try out new products. Read More
China Puts A Ring On Him
Traditional masculine jewelry implies gothic rings or rapper-inspired chains, but for China's cohort of Gen-Z, those style conventions aren’t enough. Read More
Using Red In Your CNY Campaign? Here’s How To Avoid Clichés
Luxury brands often botch their China marketing by using the culturally-loaded color red incorrectly. Yet, there are ways to use the color appropriately. Read More
