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'.

Brands are looking for authentic ways to commercialise the upcoming Lunar New Year. Luxury brands are turning to collaborations with Chinese creatives, global ambassadorships, or activation outside of mainland China – appealing to a new movement of neo-Chineseness among young luxury shoppers.

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.

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?