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Search Results for: guochao

Guochao and Hallyu

Comparing South Korea’s Hallyu and China’s Guochao

November 20, 2025

In today’s globalized world, the influence of culture and trends from different countries has become increasingly prominent. Two noteworthy phenomena, Guochao in China and Hallyu from South Korea, have influenced consumption choices of luxury, food and beverages, fragrances, and many other goods and services. Recognizing this influence, many brands have actively embraced and leveraged Guochao and Hallyu to keep their existing customer base while also attracting new ones. Those who have adeptly navigated these trends

Chinese makeup brands

Chinese makeup brands: the triumph of homegrown makeup brands supported by the Guochao trend

April 1, 2024

In the multifaceted Chinese cosmetics market, the makeup segment occupies a significant share of the transactions. In 2023, the retail cosmetics industry in China reached RMB 414.2 billion (USD 57.53 billion) and a growth rate of 5.1%. Notably, Chinese makeup brands are progressively gaining ground, significantly increasing their share which doubled to 28% in 2022 from 14% in 2017 among the top 20 color cosmetic brands in the country. Download our report on Chinese beauty

guochao

Guochao 3.0: Chinese cultural Renaissance in consumer trend

November 28, 2023

In the last 8 years, national confidence has exerted a significant influence on consumption trends in China. Within this changing landscape, Guochao (国潮 – lit. National Tide) has emerged. This trend is a reflection of the younger generation’s profound interest in China’s culture, traditions, and domestic brands, reflecting a cultural shift towards domestic products and a celebration of the nation’s heritage. In the past, foreign brands had dominated a lot of consumer markets and have

Quality, sustainability, and Guochao: three keywords in China’s high-end fashion

August 24, 2023

Since the end of the pandemic, China’s high-end fashion market has been steadily expanding. Luxury items have become a typical spending choice for many consumers who had to postpone their travels or other leisure expenses. According to Morgan Stanley, this trend is expected to continue throughout 2023, with Chinese consumers projected to increase their purchases of luxury goods. In fact, Chinese consumers will account for 60% of spending growth in the luxury goods sector by

Guochao Webinar flyer November 8 (1)

[Webinar] Guochao marketing 2022 | Download presentation deck and view webinar recording

October 28, 2022

We have been watching the Guochao trend closely since 2018. From the increased patriotism among Chinese Gen-Z, to the increase in domestic luxury brands, in this webinar shared the insights we’ve collected over the last few years! Our first webinar on October 18th 2022 had so much interest, we hosted a second one on November 8th. Below is the recording of that webinar! Download the presentation deck from our Guochao Marketing Webinar! In our 2022

The secrets to the 5 trillion CNY Chinese Gen Z market: Douyin and Guochao

September 26, 2022

China’s Gen Z consumers are still largely dependent on parents, yet they are some of the highest spenders in the country. At the same time, brands often underestimate the consumption ability of Chinese Generation Z because of their young age. According to the Chinese National Bureau of Statistics, the population size of Zoomers has reached 233 million, and the consumption scale reached 4.94 trillion Yuan, accounting for 11.2% of total consumption in China in 2021. In

China Guochao Marketing Report

May 31, 2021

Download our report on Guochao marketing in China Guochao (literally “national trend”) refers to the increase in consumer favoritism towards Chinese brands, designs, and culture. Guochao consumers embrace Chinese cultural designs and products made in China. To learn more about China’s Guochao trend, we conducted in-depth interviews with Chinese gen-z from all over the country. See our findings, along with case studies in our Guochao marketing report. Download our China Guochao Marketing Report What to

How to do Guochao marketing: In-depth interviews with Chinese gen Z

May 21, 2021

What is Guochao marketing “GUO CHAO” (literally “national trend”) refers to the increase consumer favoritism towards Chinese brands, designs and culture. Guochao consumers embrace Chinese cultural designs and products made in China. 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. To learn more about Guochao marketing, we conducted in-depth interviews with Chinese gen z consumers. The downloadable report below contains our findings, along with Guochao marketing case studies. Chinese

live performances in China

Live performances in China expand to lower-tier cities and diversify into new entertainment formats

December 11, 2025

The market for live performances in China continues to grow at a rapid rate as consumers demand experience-based activities. In 2024, the market size for music performances alone reached RMB 38.7 billion, growing 46.6% YoY, according to the 10th Music Industry Forum hosted by the Communication University of China. The sector’s resurgence can largely be attributed to a combination of pent-up consumer demand, an expansion of cultural spending, and a rise in experience-based consumption. Download

Adidas in China

Adidas in China: Winning back consumers through its “In China, For China” strategy

December 5, 2025

In 2024, Adidas boasted net sales of EUR 3.5 billion in Greater China, a 10% YoY growth (currency-neutral) – a rebound following an alarming 36% YoY revenue drop in 2022. Accounting for around 15% of Adidas’s global revenue, the Chinese market is the third largest after Europe and North America and remains crucial to its global performance. The growth of Adidas in China can be attributed to stronger end-to-end localization compared to foreign brands. The

Daxue Consulting Cosmetics Market in China cover

Cosmetics market in China: How consumer preferences are evolving and what trends are emerging

December 4, 2025

In 2023, China’s cosmetics market surpassed RMB 517 billion, recording a healthy 6.4% growth over 2022. With sustained interest in beauty, appearance enhancement and skin health, the market is projected to reach RMB 579 billion by 2025. China’s cosmetics market, which comprises of skincare, makeup, and other products used to enhance or alter one’s appearance, is experiencing a fascinating shift in consumer preferences. There is strong focus on natural ingredients, premium products, and a growing

Men’s fashion in China: From functionality to identity expression

November 6, 2025

In the early 2000s, men’s fashion in China was largely functional. With relatively low per capita GDP, most men dressed modestly and followed Western formal aesthetics, often choosing suits as the standard for modernity and respectability. However, as the economy grew and disposable income increased, men began to explore fashion as a means of self-expression. A 2000 report from the China Fashion Design Corporation already hinted at this transformation, identifying four emerging menswear themes: quality

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