Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more

With the challenging 2020 coming to a close, China’s economy is on track to recovery with schools, offices, and entertainment reopened, and retail sales up 3.3% compared to September last year. As other key global markets are getting hit with second and third waves of COVID-19 infections, brands are looking to China for next year’s investment and growth delivery.

Though economic success has returned, the cultural and societal connect remains...

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