Mashup goes mainstream in China (Landor Perspectives 2011)

This article highlights how the popularity of mashups in China has meant that foreign brands can no longer do well in the market by branding existing products with a Chinese name.

Mashup goes mainstream in China (Landor Perspectives 2011)

Michael IpLandor

Mashup began as the artistic practice of creating a new song by mixing two or more existing, and often dramatically different, songs together—a style that has exploded in popularity in recent years because of digital technologies. Although mashup began in the music world, it has since found its way into video and fashion. Even brands are getting in on the trend.

Mashup is popular in many places, but in China it's everywhere. Disparate and conflicting influences mix in every cultural and commercial medium to create the new and distinctive....

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