In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Nike, Burberry, and H&M are just a few examples of western brands that have landed themselves in hot water in China, resulting in boycotts, bans, and even being cancelled. As Chinese shoppers look local, Dior is hoping to appeal to increasingly patriotic consumers by embracing 'guochao'.

A decade after its inception, fashion label Shang Xia is beginning a new chapter by handing the reins over to Yang Li, an emerging domestic talent with a strong presence in the West. The goal is to win over Chinese locals who are quickly gaining spending power in the luxury market.

With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?

Prada and Gucci are celebrating tigers in Chinese New Year campaigns inspired by the Chinese zodiac. Campaigns that convey an understanding and celebration of Chinese culture and traditions are likely to chime with Chinese consumers’ blooming sense of pride in their national heritage.