Culture & collaboration
To Summer × Isabel Marant: a different kind of collaboration
A Chinese fragrance house and a French fashion label find common ground in scent, space and women’s self-expression.
The journal
In-depth
The decisions, cultural shifts and human stories behind brands in China and beyond.
Dates below refer to the original Brandstar reporting. English editions published 5 Sept 2026.
Customer relationships
MUJI brings its idea of a good life into membership
Seasonal gifts, simpler rules and local participation turn a brand promise into the details of everyday service in China.
Retail & experience
At CHAGEE imagine, tea is the starting point. People are the story.
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
PANE × HEAD takes tennis beyond the court
Familiar footwear silhouettes give a specialist sports brand a different way into everyday dressing in China.
Market intelligence
What China’s marketing awards reveal about the changing work of brands
On Xiaohongshu, comments and product discovery are moving upstream into decisions about products, budgets and channels.
Sport & local culture
With Shanchuanli, adidas gives outdoor life a Chinese vocabulary
A locally named product line connects technical sport, everyday exploration and a more personal relationship with nature.
Brand publishing
Walmart’s newspaper turns the supply chain into a story
A free print publication in China makes sourcing, ingredients and product development part of the shopping experience.
Chinese brands abroad
Tagi. makes a home for its imagination in Bangkok
The Shanghai lifestyle brand’s first overseas directly operated store brings products, characters and local references into one coherent world.