How superstitions and beliefs affect marketing in China
©Josh Vaughn, Creative Commons (2012)
REPORT
5 Mar 2015
How superstitions and beliefs affect marketing in China

Babies born in China in 2015 (the Year of the Sheep) are thought to be unlucky. So unlucky that thousands of mums rushed to have a baby in the more favourable Year of the Horse. Superstitions still hold fast in rapidly modernising China. How can international brands avoid making cultural mistakes?

Felicia Schwartz

Felicia Schwartz is the founder of China Insight and a cultural insight specialist with 15 years of experience in the Greater China region. She has worked widely across consumer goods as well as retail, luxury, and technology. An advertising veteran, Felicia is passionate about people and what motivates them, hence her career in strategic planning and consumer insights. She has researched Chinese women, children, young adults, and men for clients like L'Oreal, Ferrero, Nestle, and Maserati and delivered cultural business skills to the DIT, EDF Energy, and Jaguar Land Rover.

access profile
More from this author
Related