guochao
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
Can Shushu/Tong Go Global?
Known for its feminine yet quirky style, Chinese designer brand Shushu/Tong has blown up in China. Now, it’s eyeing the global market. Read More
H&M Continues To Fail In China
H&M recently saw some of its products banned in China, but should the brand be more worried about its connection with China’s consumers? Read More
3 Ways Foreign Luxury Brands Can Tap Into China’s Guochao Trend
So far, guochao has mainly been associated with Chinese brands. But Western brands can take advantage of this trend if they follow these three rules. Read More
Dior’s Guochao Menswear Collection Avoids Cultural Clichés
Dior has become one of the few Western luxury brands to embrace the guochao trend by combining traditional Chinese culture with modern style. Read More
Luxury’s Next Frontier: Live Action Role Playing
Society's appetite for true crime content has snowballed. China’s youth are now taking the next step, live action role playing real life murder games. Read More
Is K-Beauty’s Reign Coming To A Close?
Amorepacific's affordable beauty brand Etude House is closing shop in China, showing retailers just how competitive the country’s beauty market can be. Read More
Is Li Ning Ready To Challenge Nike In China?
Li Ning’s global ambassador post collected 1 billion views, selling out its latest collection in minutes. But can the sportswear brand beat Nike in China? Read More
Dolce & Gabbana Can’t Get A Break, Nor Do They Deserve One
Following D&G's infamous China campaign, the brand sued Diet Prada for defamation. Now the case has resurfaced, proving audiences haven't forgotten Dolce's blunder. Read More
6 Brand Collaborations China Loved In February
In the current era of “mega collaborations,” straightforward one-on-one brand partnerships may no longer be enough to stand out from the crowd. Read More
