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.

Puma has launched a collection that merges Chinese heritage with sports in an attempt to appeal to Gen Z. As brand personality becomes increasingly important in the market, brands are exploring specific cultural and local niches – though authentic representation is essential.

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'.

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.

Sephora is making a move to support the rising global dominance of the Chinese beauty market. As consumers want products that meet local beauty standards and have an air of homegrown heritage and appeal, brands are targeting beauty connoisseurs through products that transcend cultures and borders.