China, the largest and most populous nation on earth, recorded a stunning 33% growth in advertising expenditure to more than $3.8 billion (€3.85bn; £2.46bn) during the second quarter of this year, reports Nielsen Media Research.

Across the Asia Pacific region as a whole, nine out of ten of the most heavily advertised products emanated from the nascent economic superpower, with one product alone – Gai Zhong Gai calcium supplement – spending $88 million within the three-month period.

Projected to an annual figure ($352m), Gai Zhong Gai would rank sixteenth among Ad Age’s Top 200 US Megabrands – sandwiched between Volkswagen and Home Depot.

Chinese consumers remain predominantly loyal to local labels. Of the top ten brands, only two are global products – Procter & Gamble’s Safeguard soap and Crest toothpaste, respectively ranking fifth and sixth. The remainder are all Chinese and all health-related.

Toilet soap/liquid soap was China's fastest growing category with an aggregate spend of $110 million, nearly tripling (+193%) first quarter expenditure.

Data sourced from:; additional content by WARC staff