Looking beyond Kung Fu and Noodles: Drivers of the Chinese and Chinese diaspora consumer markets

Subhashish Dasgupta

This article looks at how consumer habits are changing in China and Chinese diaspora markets, such as in Taiwan, Malaysia, Singapore and Hong Kong.

Looking beyond Kung Fu and Noodles: Drivers of the Chinese and Chinese diaspora consumer markets

Subhashish DasguptaTNS APAC

Consumer habits in China and Chinese diaspora markets are rapidly developing, presenting a contrasting picture in terms of attitudes and priorities. This is prompting brands to look beyond Chinese stereotypes.

In 2009, China supplanted the U.S. as the world's largest automotive market1. More recently, at the end of 2012, a report from Bain & Company, the consultancy, revealed that a sustained boom in demand for high-end goods across China has elevated the country to the position of the...

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