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
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Local Relevance? Local Revolt! Why luxury brands need to do better and be braver
Author Sen Lin
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Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China
Author Jidi Guo
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Scratching beyond the surface: Understanding nuance in China and etching memorable experiences
Author Jeanette Phang
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Brands need to define and align their Principal Narrative in a new China
Author Holger E. Metzger
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International heritage vs. China future: A cultural conundrum
Author Greg Sutcliffe
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A change of pace: How China’s smaller cities are both modern and traditional at the same time
Authors Oliver Sweet and Aude Charbonneau
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Authors Scott Teng and Jessica Kong
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Far side of the moon: What it will take to create a true Chinese global brand?
Author Reno L. Davis-Yue
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Get out of your zone: Winning the ‘Chu Quan’ marketing game in China
Author Alice Yu Yuebo