Singles’ Day started as a tradition among friends in China and has now evolved into a monumental shopping event taking the world by storm. But COVID-19 and declining consumer confidence have changed this celebration, leaving brands to wonder how to recapture the spirit of this holiday.
Dr. Maggie Ying Jiang is a tenured associate professor in media and communication at the School of Social Sciences at The University of Western Australia. As an academic, Dr. Jiang's research interests and publications mainly include cross-cultural communication, social media, and public relations. In addition to her academic work, she conducts strategic communication training for a wide range of organisations, including S. Kidman & Co., AFL, and the American Chamber of Commerce. Her book, Consumer Nationalism in China: Examining its Critical Impact on Multinational Businesses, is forthcoming from Anthem Press and set for release in April 2024.
Jacob Cooke is the co-founder and CEO of WPIC Marketing + Technologies, a leading e-commerce and technology consultancy that drives growth for global brands in China, South Korea, Japan, and Southeast Asia. As CEO, Jacob is the driving force behind WPIC’s world-class data tools, e-commerce services, and artificial intelligence technology. Under his leadership, the firm has built out an expansive solution set covering data analytics, e-commerce activations and store management, brand strategy, creative campaigns, merchandising, warehousing, 3PL integrations, and more. Jacob has lived in Beijing since 2003.
Manila-based culture writer, consumer researcher, and content strategist, Angel Martinez runs a weekly column with PhilSTAR Life, where she initiates conversations around Gen Z behaviours and issues. Her pieces on identity, the internet, and their intersections have been published in Vice, i-D, Vox, Dazed, and Business Insider, and commissioned by think-tanks including Crowd DNA and Forge Futures. Outside of work, she can be found reading her book of the week in any cafe that serves iced matcha lattes.
