Spotlight: China





About this series

The WARC Spotlight China series focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts with first-hand knowledge of the market in focus, offering current on-ground insights to what’s working or developing.

Latest spotlight: Culture-relevant marketing

How can brands craft better culture-relevant marketing that resonates with consumers in a changing China? Deep-dive into:


  • Universal truths in Chinese contexts
  • Why luxury brands need to do better
  • Achieving virality outside core segments

Read the full introduction

  1. Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

    Author Sen Lin

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

    Author Jidi Guo

  3. Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

    Author Jeanette Phang

  4. Brands need to define and align their Principal Narrative in a new China

    Author Holger E. Metzger

  5. International heritage vs. China future: A cultural conundrum

    Author Greg Sutcliffe

  1. A change of pace: How China’s smaller cities are both modern and traditional at the same time

    Authors Oliver Sweet and Aude Charbonneau

  2. Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

    Authors Scott Teng and Jessica Kong

  3. Far side of the moon: What it will take to create a true Chinese global brand?

    Author Reno L. Davis-Yue

  4. Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

    Author Alice Yu Yuebo

    5. Read all articles