As ethics and quality are prioritised over surface-level appeal more than ever before, HK Honey is perfectly positioned to cater to the increasingly environmentally-aware Chinese consumer.

As consumers become more aware of the health effects of everyday objects, they are reconsidering what they consume. An investigation into toxic chemicals in clothes has sparked a widespread call for fashion brands to ‘detox’ their supply chains.

As young people in China speak out against social and environmental issues, Coke has stepped in with charitable water brand ‘Chun Yue’, targeting socially conscious Millennials. But is this just a CSR project, or has Coke found a new niche for bottled water in China?

Brands from around the world are keen to appeal to China's evolving middle market. But what do Chinese people want from foreign brands, and how do they choose between them? We spoke to marketing professor Lily Dong to find out.