A concise yet holistic summary of February 2025’s key marketing developments in China, highlighting valuable insights and their implications for brands.

The record-breaking triumph of Ne Zha 2 confirms that compelling storytelling, rooted in Chinese culture and reflective of current societal sentiment, can profoundly influence consumer behaviour.

China Skinny’s review of key marketing trends and lessons we observed over the month of October 2024.

Moncler invested $28 million in the one-day "The City of Genius" event in Shanghai, blending global vision with local creative culture. For foreign luxury brands, the Chinese market remains unparalleled, and Moncler’s showcase sets a powerful example of how to captivate and inspire younger Chinese consumers.

Traditional collectibles have become a form of social currency among young people. From spiritual comfort to stylish accessories, livestreams and e-commerce have made these pieces more accessible. And people watch appraisal livestreams for whacky collectibles as an entertainment.

Wukong is a huge deal in China, not just being the first AAA game and record sales and players, but for its wider impacts on consumer behaviour and branding opportunities

Founded in 2019, Tiaohai Village (跳海酒馆) is a community-driven pub brand. Despite having around 30 locations nationwide, it's said to have achieved over ¥100 million ($14m) in revenue in 2023, together with over 200 highly active online alcohol communities. Check it out to learn about what sets Tiaohai apart from other pubs and how it truly connects with Chinese young people emotionally.

On August 20, the game Black Myth: Wukong officially launched. As China’s first 3A title, it has not only taken the Chinese gaming industry, social media, and stock market by storm, but has also gained worldwide attention.

Chinese movie theatres live-streamed the Olympics’ opening ceremony and events for the first time, filling up with young people captivated by the experience

China has an estimated 330 million female gamers, accounting for nearly half of the gaming population. This year, the commercial potential of Otome games—romance simulation games designed for female players—has become evident. Many brands, from food to beauty, have started collaborations with Otome games.

The opening ceremony of the Paris Olympics, along with other parts of the Games, hasn’t been without controversy, but Chinese brands like Yili, HEYTEA and Kuaishou have capitalized on the interest of the spectacle to launch impressive marketing campaigns.

Have you watched the hit TV series The Tale of Rose that premiered this June? High-quality TV series like these offer a fantastic opportunity for brands to achieve their marketing goals in China. Check it out to see how they help brands make an impact.

With the explosive popularity of Jay Chou's Carnival Tour, his impersonators have also started their own live tours with super-expensive VIP tickets almost sold out

Is tufting going to be the next big thing for Chinese consumers? Haidilao in Hangzhou thinks it could be

A low-cost experience in cinemas made Shining For One Thing become the quickest Chinese film to hit ¥100m in presales

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.

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