Instead of chasing scale through aggressive franchising or racing to the bottom with price wars, Honeymoon and Ah-Ma Handmade are playing the long game: building brands rooted in culture, craftsmanship, and emotional connection

From its roots in TCM to the playful emergence of Poop Map, China’s evolving attitude toward bowel health demonstrates an openness to blending ancient wisdom with modern tech-savvy trends

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.

Two of China's fastest growing categories - pets and TCM - are converging, creating a booming niche category that provides hints for other convergence opportunities in China

A concise summary of last month's key marketing developments in China, highlighting valuable insights and their implications for brands.

China’s most famous vlogger is back after 3 years! What does her popularity say about Chinese culture?

During this year’s National Day holiday, China saw 765 million domestic trips and ¥700.8 billion ($99b) in spending. As travellers seek deeper cultural connections, “Neo-Chinese night tours” emerged as popular experiences, presenting new growth opportunities for the tourism industry.

Chinese traditional wellness practices such as sand therapy, Sanfu moxibustion, and herbal or botanical beverages are trending this summer. Chinese consumers are increasingly drawn to health regimens rooted in ancient wisdom.

The Chinese-style wellness trend has created new business opportunities by combining traditional Chinese medicine with milk tea, dining, offline fairs, and AI. There are also suggestions for brands’ marketing you can’t miss…

Today, Chinese youth are enthusiastically exploring local museums. Brands are tapping into this trend by launching museum IP collabs. Check out the interesting McDonald’s case...

Despite the interesting name, horse-face skirts have been some of the fastest growing fashion items in China this year

Controversy surrounding Apple’s Chinese NY case highlights the importance of triple-checking Chinese cultural elements, particularly for foreign brands