Stories, research and perspectives on Chinese brands—and the global brands building a place in China.
A Chinese fragrance house and a French fashion label find common ground in scent, space and women’s self-expression.
Read the story →Customer relationships
Seasonal gifts, simpler rules and local participation turn a brand promise into the details of everyday service in China.
Retail & experience
In the coastal community of Aranya, a tea brand experiments with what happens when a store leaves room for people to make it their own.
Fashion & sport
Familiar footwear silhouettes give a specialist sports brand a different way into everyday dressing in China.
Market intelligence
On Xiaohongshu, comments and product discovery are moving upstream into decisions about products, budgets and channels.
Sport & local culture
A locally named product line connects technical sport, everyday exploration and a more personal relationship with nature.
Brand publishing
A free print publication in China makes sourcing, ingredients and product development part of the shopping experience.
How brands translate Chinese and wider East Asian cultural references into contemporary life, beyond borrowed symbols.
Alongside conquest and performance, outdoor brands are making room for everyday enjoyment.
Stores, pop-ups and exhibitions become places where a brand’s story can be encountered, as well as places to buy.
