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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