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.

Karu Research is an India-based menswear brand marrying traditional craft techniques with contemporary workwear silhouettes. As the popularity of artisanal brands grows among global audiences amid sustainability concerns, can handmade fashion brands scale without sacrificing their eco-credentials?

Chinese coffee lovers are overhauling Euro-centric norms around the drink with innovative recipes that draw on the country's traditional culture. While global chains still dominate the domestic market, home-grown brands are embracing hyper-local elements to provide robust competition.

As lockdowns lift in China, developments in the domestic luxury market are raising questions about overseas purchasing. Rather than pandering to pre-COVID habits, brands looking to court these shoppers are under pressure to accommodate shifting values and loyalties within the country.

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?