Asset Publisher

KAS / Kelly Dam
Country reports

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

Asset Publisher

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."

Asset Publisher

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

comment-portlet

Asset Publisher

Media library

Please click here to view contents.
Or adjust your cookie settings under privacy policy.
A Closer Look: The New Tunisian Draft Constitution

A Closer Look: The New Tunisian Draft Constitution

On the 25th July 2022 Tunisia will be voting on a new draft constitution. What can we expect? We asked the experts: Prof. Salsabil Klibi, Saïd Bernabia and Dr. Malte Gaier.

Read now
Rule of Law Rules Podcast

#3: Eduardo Magrani on Data Protection in Latin America

We speak with Eduardo Magrani about the General Data Protection Regulation and its influence in Brazilian and Latin American legal framework.

Read now
Rule of Law Rules Podcast

#2: Ioana Stupariu on the GDPR's influence in South East Europe

Ioana Stupariu works with tech and healthcare start-ups and companies across Central and Eastern Europe. And she researches on Data protection & Privacy.

Read now
Rule of Law Rules Podcast

#1: Frederick Richter on the the EU’s GDPR and data protection worldwide

We look at the EU’s GDPR: How is data protection handled in other parts of the world? How can we establish international standards? And what will happen next?

Read now

Asset Publisher