In celebrating their Originals line, Adidas's new campaign features local artists and culture creators in Hong Kong and Asia. People are diving deep into local cultures and want to express their evolution, so campaigns by global brands like this could lean into authenticity to gain favour.

Converse has staged immersive skateboarding events in Shanghai, tapping into the sport's rising popularity among Chinese youth. The multi-day event reflects the sport's growth from a subculture to an inclusive mainstream activity laced with self-expression and community.

People want their identities reflected in mainstream culture, which extends to the clothing they want to buy. Whether sporting streetwear that gives back to the local community or opting for brands that support local craftspeople, people are focusing on the backstories of brands. Within this context, international brands are stepping up with offerings to make people in different countries feel seen and celebrated.

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?