As China enters a new era of economic moderation, the rules of brand marketing in the world’s second-largest consumer market are rapidly evolving. Totem’s 2025 China Marketing and Media Trends report, published in December 2024 in partnership with Campaign Asia, provides a timely and nuanced view of these shifts. Based on a survey of 95 marketing leaders, the report captures the current mood and the strategic recalibrations underway. This article …
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Gen Z
Research by Energy Foundation China has found that young people need to be shown how climate issues connect to their lives, Huang Wei writes for Dialogue Earth A new report supported by Energy Foundation China, the NGO I work for, contains some fascinating findings on the climate attitudes of China’s 15 to 24 year olds, or Gen Z, as they’re more often known. It also offers helpful advice on how …
Ultimate Frisbee and other niche sports are taking off in China, and international brands like Lululemon and Nike are taking note. Qing Na from Dao Insights examines how the rise of these sports offers useful lessons about marketing to a Gen Z audience in China Despite making its way to China over 30 years ago, the game of ultimate frisbee has only recently risen to become a popular form of …
Since 2018, brands like L’Oréal, KFC and Oreo have attempted to tap into the guochao trend by showcasing designs and collaborations inspired by Chinese culture. However, amid a slew of unpopular collaborations, Qing Na from Dao Insights cautions that consumers may be getting tired of this trend The term guochao (国朝), meaning ‘national trend,’ refers to the fact that young Chinese consumers are increasingly interested in the integration of traditional …