Today, audiences are shaping the cultural agenda. Empowered to speak up for the causes they believe in, people are actively calling out brands they see as inauthentic. What are the main drivers of this behavioural shift? And how can brands win the trust of these outspoken advocates?

After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.

A rapidly growing economy and close ties to traditional values have shaped Chinese Gen Zers' values when it comes to fashion. This generation is increasingly choosing sustainable clothing and is drawn to brands that incorporate cultural touchpoints within garment designs.

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?

American hair care brand Amika has collaborated with Voguing Shanghai to put a spotlight on China’s underground ballroom culture via its 'For My Moment To Shine' campaign. Through the video spot, the brand empowers a community that often finds itself at the fringes of Chinese society.