With growing middle- and upper-middle-class populations in China, people are spending their money on everyday luxuries. Offering an indulgent yet healthy snack that taps into the country’s growing obsession with ice cream, Chicecream is a perfect hybrid of guilt-free treat and Insta-aspiration.

In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.

Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.

Burberry’s history of celebrating British exploration and the outdoors has been reinterpreted by Derek Tsang for the brand’s Chinese New Year campaign film. With the pandemic still lingering in Asian countries, the brand’s campaign depicts a renewed sense of optimism after a turbulent 2020.