Formula 1 has returned to China after five years, with local driver Zhou Guanyu taking center stage regardless of the race’s outcome in Shanghai on Sunday. Despite modest racing results, Zhou is being feted as a celebrity in China. Describing the race, which takes place on Sunday, as historic, Zhou has been busy with promotional activities and meetings ahead of the event. Although Zhou has yet to win an F1 race, his presence as a hometown hero is significant, particularly as the race marks a homecoming for him and for Shanghai. The upcoming grand prix weekend includes a sprint race and concerns from drivers about racing on a track unseen since 2019. Zhou’s journey is part of China’s efforts to showcase openness for business and tourism, with his race helmet featuring details of Shanghai's landmarks as a symbol of inspiration for future generations. The popularity of Formula 1 is surging. Currently one of the fastest-growing sports events globally, the event has transformed into a cross-industry phenomenon. Fashion brands are working together on collections, drivers are seen as global tastemakers, and each country's event has the most sought-after tickets of the year. Streetwear brands like Palace and luxury watchmakers like IWC and H. Moser & Cie are among those that are using Formula One as a regular source of inspiration because to its high cultural capital. As we have reported, brands want to take advantage of the wide exposure that Formula 1 affords, but creating truly fascinating collaborations and F1-related launches demands a deep comprehension of cultural quirks and needs of the chinese audience.
