Multicultural identities: Understanding the overseas Chinese consumer

The following is a preview of Jing Daily and Spring Studios’ partnership report “Bridging cultures, shaping markets: The influence of overseas Chinese on the global luxury landscape.” Get your copy today on our Reports page. The overseas Chinese community often embodies a "hybrid self," seamlessly navigating between Eastern roots and Western influences. This dual identity fosters a unique perspective on culture, lifestyle, and consumption habits, shaping a rich tapestry of experiences. Self-exploration abroad: A journey of personal growth For many overseas Chinese, living abroad serves as a pivotal period of self-exploration. This journey allows individuals to discover facets of their identity through exposure to new customs and influences. As Evelyn Li, a fashion PR and investor in the US, notes, "As you discover how vast the world is, with its myriad cultures and numerous ways of living, you’ll break free from the confines of the past." Distance from domestic social constructs and traditions can lead to a reframing of relationships with family back in China. Qianwen Chen, a software engineer in the US, explains, "Moving to the US has brought significant changes in how I interact with my family and friends from back home. The first major change is in understanding and establishing boundaries, a concept highly valued in Western culture." For parents raising children born internationally, there's an acute awareness that their upbringing will be different from their own. Li reflects, "Since my children were born here, they can integrate easily with their classmates from different countries and don’t perceive distinctions like ‘I’m Chinese, overseas Chinese, you’re Western.’" Despite adapting to new environments, some expectations from China, particularly around academic and professional success, continue to influence their outlooks. Jiao Yang, a graduate student in the US, shares, "I think my parents hope I will find a high-paying, stable job, but I hope to do a job where I’m not doing the same thing every day." Embracing multicultural identities: Between heritage and horizon Exposure to Western cultures often prompts the diaspora to re-evaluate their Eastern roots, leading to a deeper appreciation of their heritage and traditions. Tongtong Deng, an artist in the UK, remarks, "After being educated in the West for many years, I now feel like I want to go back and delve deeper into learning about Chinese culture or Eastern philosophies." For some, this connection to their roots and identity is reinforced. David He, a real estate agent in the US, says, "I feel more Chinese now…living abroad, certain things just come back to me, reminding me of something I read, or a proverb I learned, which makes me realize my way of thinking is deeply rooted in Chinese culture." Culture remains a vital connection to Chinese society for the diaspora, offering a sense of belonging and identity. There is a growing desire among overseas Chinese to see their culture celebrated on a global stage, influencing global cultural trends and consumption patterns. Samuel Yang, founder and creative director of Samuel Gui Yang in the UK, highlights, "The appreciation of Chinese culture can be borderless – you don’t have to come from a certain country or have a cultural and linguistic background to enjoy the culture." Distinct from the guochao movement in China, the diaspora tends to hold a more balanced view, striving to bridge the gap between East and West. As Yang notes, "London and Shanghai are two special cities for me; my design and brand serve as a cultural bridge between them." Shared experience cultivates close-knit communities Chinese culture also acts as a connector within the diaspora, providing a sense of belonging amid the diversity of global experiences. The collective journey of navigating a multicultural identity fosters tight-knit communities among the overseas Chinese, creating strong bonds based on mutual understanding and shared challenges. For instance, the Modern Lady Club in Singapore consists of 200 members who originate from China, including many professional women and entrepreneurs. Kaixin Gu, the club's leader, explains, "Some members collaborate to start businesses and form companies, achieving success through mutual assistance and support." Those who share this dual-culture lens resonate more powerfully with members of the diaspora, appreciating their mindset and disposition. This cohesion provides a fertile environment for Key Opinion Leader (KOL) marketing and word-of-mouth strategies, enhancing the influence of overseas Chinese in shaping global trends and consumption patterns. The substantial economic and social contributions of overseas Chinese in these locations highlight their importance as a key demographic for luxury brands. Download our full report to learn what this means for brands in 2024.

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Multicultural identities: Understanding the overseas Chinese consumer