Mother’s Day ads showed how socially attuned brands are to mums, with some great campaigns but also some woefully inappropriate

Once the realm of elderly and middle aged, group tours are making a comeback with China's youth, and with good reason

Brands from JD to Xiaomi are using their founders to build traffic and preference in China

DAPHNE was a staple fashion item for Chinese ladies born in the 80s and 90s, but failed to adapt to changing market dynamics. A recent strategic shift and refresh has seen the brand rise from the dead

Cartoons who have become established as emojis are connecting with consumers emotionally through big brand collabs, including the recent Miniso x Chiikawa which saw 7-9 hour queues at their popup

China's wine industry and its drinkers has changed dramatically since 2020, with brands needing to stay abreast of trends to continue to be relevant

Haidilao and Jiuyang are two hugely successful domestic brands in China’s competitive landscape, utilising mantras like “Go wherever people are going” and “Try whatever consumers are interested in.”

With China’s market becoming more and more flooded with brands and products, smart brands are tapping into consumers’ emotions with strategies such as Colour Marketing and Psychological Healing Marketing

Changes in behaviour over the Chinese NY holiday show that foreign brands continue to hold a lot of appeal, even during the most traditional of holidays

AI-generated livestreams are bringing down the cost of livestreaming and offering reliability, certainty and ownership for brands building their own channels. Here are some videos of examples.