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Brand building in China and the 'Guochao' (national trend) phenomenon

by Kelly Dam, David Merkle

From national trend in China to global phenomenon?

This report examines Guochao ("China Chic or the national wave"), a cultural and consumer trend that has grown from a niche aesthetic movement into a defining force in China's marketplace. By merging traditional Chinese heritage with modern design, domestic brands have tapped into a growing sense of cultural pride, especially among Generation Z consumers. The report traces the evolution of Guochao into its current "3.0" phase, analyses its effects on branding strategies and consumption patterns, and considers what it means for international companies operating in or entering the Chinese market. Finally, it looks at Guochao's broader significance for China's cultural influence and its role in extending the country's soft power on the global stage.
July 20, 2026 Order details

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Behind the term Guochao (国潮), translated as "national wave," lies an influential consumer trend in the Chinese market: domestic brands are increasingly combining traditional cultural elements with modern product design (cf. Wang 2022).[i] Whether in the automotive industry, cosmetics, or fashion: what began as a design movement in segments such as food, toys, or everyday products has developed into a lifestyle trend of international relevance. How does growing cultural awareness intertwine with skilful brand building? What does this mean for international brands, and can China also generate political soft power from it? This country report classifies the trends associated with this phenomenon.

 

Please note that the full-length country report is only available in German. 

 

[i] Wang, Zhe (2022): Implementation of Chinese-styled branding in global fashion: 'Guochao' as a rising cultural identity. In: Journal of Fashion Marketing and Management, pp. 89–104."

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Contact David Merkle
David Merkle
Head of the China Office - Shanghai
David.Merkle@kas.de +49 30 26996 1038

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About this series

The Konrad-Adenauer-Stiftung is a political foundation. Our offices abroad are in charge of over 200 projects in more than 120 countries. The country reports offer current analyses, exclusive evaluations, background information and forecasts - provided by our international staff.