It was March 2021 when the EU-China agreement protecting geographical indications (GIs) came into force. This aimed to recognise and protect around 200 distinct agri-food producing regions. It included well known specialties such as Feta, Prosciutto di Parma, Irish whiskey, Münchener Bier and Ouzo from Europe and Pixian Bean Paste, Anji White Tea, Panjin rice and Anqiu Ginger from China.

Here is a tale of three brands, each who have seen quite different outcomes in China over the past-12 months. They provide valuable lessons in public relations (PR) in China's increasingly sensitive and less tolerant consumer market.

Last month, there were less than half as many celebrity marketing events in China as a year ago according to a report from Shiqu. The events were undoubtedly impacted by the extended tough lockdowns hitting Shanghai and other cities at present. Shanghai hosts a disproportionate number of celebrity events, and Shenzhen, which was locked down last month, is also a primary destination on the events map.

If you're living in a developed country, there's a chance you may have seen a few robots since the pandemic began. In the US, labour shortages, coupled with robots being covid-free has driven the recent adoption of Artificial Intelligence (AI) powered robots for everything from coffee delivery to making fresh, hot pizzas and customised hamburgers in minutes from deep inside a vending machine.

Health has long been one of the most important trends in China. Horrific smog in 2013 drove China-based researchers to conclude that Beijing's pollution made the city almost "uninhabitable for human beings." The soupy air was an unmistakable reminder of the importance of staying healthy. This, coupled with numerous food scandals, more sedentary lifestyles and the lasting Chinese tradition of being proactive about health, brought health further to the fore. That year, health was the number one concern for wealthy Chinese, mirroring findings across many consumer groups in China.

Visitors to a stunning old vineyard in China represent the increasing sophistication in tourism and general consumer purchases in the market

China has almost achieved another lofty goal: becoming a high income economy against all odds. This represents further opportunities for brands

Chinese beauty brands are spending more than 2/3s of revenue on marketing, whereas foreign brands are under half that, and holding strong

Eileen Gu ticks so many boxes - both obvious and not so obvious - which enable her to resonate with Chinese consumers

By every measure, winter sports are booming in China leading into Beijing's Winter Games, presenting a multitude of opportunities for brands

U.S. studios' share of box office continues to shrink, which may contribute to nationalism in both China and the West

KFC's marketing success and then threatened boycotts provide valuable insights about marketing in China

Although geopolitical challenges and nationalism are on the rise, the traditionally-foreign holiday of Christmas is as large as ever in China

Recent security concerns with WeChat is likely to see B2B comms change to alternative channels in China

Don't underestimate the importance of bricks & mortar touch points in China, and ensure they are integrated and optimised for consumer needs

Beijing's Common Prosperity is impacting the ways brands market in China

Singles' Day grew again this year against all odds, with some interesting data indicating why

Sustainability is becoming a key requirement of doing business in China - both due to consumer-pull and Beijing-push