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Search Results for: guochao

Guochao and Hallyu

Comparing South Korea’s Hallyu and China’s Guochao

November 20, 2025

In today’s globalized world, the influence of culture and trends from different countries has become increasingly prominent. Two noteworthy phenomena, Guochao in China and Hallyu from South Korea, have influenced consumption choices of luxury, food and beverages, fragrances, and many other goods and services. Recognizing this influence, many brands have actively embraced and leveraged Guochao and Hallyu to keep their existing customer base while also attracting new ones. Those who have adeptly navigated these trends

Chinese makeup brands

Chinese makeup brands: the triumph of homegrown makeup brands supported by the Guochao trend

April 1, 2024

In the multifaceted Chinese cosmetics market, the makeup segment occupies a significant share of the transactions. In 2023, the retail cosmetics industry in China reached RMB 414.2 billion (USD 57.53 billion) and a growth rate of 5.1%. Notably, Chinese makeup brands are progressively gaining ground, significantly increasing their share which doubled to 28% in 2022 from 14% in 2017 among the top 20 color cosmetic brands in the country. Download our report on Chinese beauty

guochao

Guochao 3.0: Chinese cultural Renaissance in consumer trend

November 28, 2023

In the last 8 years, national confidence has exerted a significant influence on consumption trends in China. Within this changing landscape, Guochao (国潮 – lit. National Tide) has emerged. This trend is a reflection of the younger generation’s profound interest in China’s culture, traditions, and domestic brands, reflecting a cultural shift towards domestic products and a celebration of the nation’s heritage. In the past, foreign brands had dominated a lot of consumer markets and have

Quality, sustainability, and Guochao: three keywords in China’s high-end fashion

August 24, 2023

Since the end of the pandemic, China’s high-end fashion market has been steadily expanding. Luxury items have become a typical spending choice for many consumers who had to postpone their travels or other leisure expenses. According to Morgan Stanley, this trend is expected to continue throughout 2023, with Chinese consumers projected to increase their purchases of luxury goods. In fact, Chinese consumers will account for 60% of spending growth in the luxury goods sector by

Guochao Webinar flyer November 8 (1)

[Webinar] Guochao marketing 2022 | Download presentation deck and view webinar recording

October 28, 2022

We have been watching the Guochao trend closely since 2018. From the increased patriotism among Chinese Gen-Z, to the increase in domestic luxury brands, in this webinar shared the insights we’ve collected over the last few years! Our first webinar on October 18th 2022 had so much interest, we hosted a second one on November 8th. Below is the recording of that webinar! Download the presentation deck from our Guochao Marketing Webinar! In our 2022

The secrets to the 5 trillion CNY Chinese Gen Z market: Douyin and Guochao

September 26, 2022

China’s Gen Z consumers are still largely dependent on parents, yet they are some of the highest spenders in the country. At the same time, brands often underestimate the consumption ability of Chinese Generation Z because of their young age. According to the Chinese National Bureau of Statistics, the population size of Zoomers has reached 233 million, and the consumption scale reached 4.94 trillion Yuan, accounting for 11.2% of total consumption in China in 2021. In

China Guochao Marketing Report

May 31, 2021

Download our report on Guochao marketing in China Guochao (literally “national trend”) refers to the increase in consumer favoritism towards Chinese brands, designs, and culture. Guochao consumers embrace Chinese cultural designs and products made in China. To learn more about China’s Guochao trend, we conducted in-depth interviews with Chinese gen-z from all over the country. See our findings, along with case studies in our Guochao marketing report. Download our China Guochao Marketing Report What to

How to do Guochao marketing: In-depth interviews with Chinese gen Z

May 21, 2021

What is Guochao marketing “GUO CHAO” (literally “national trend”) refers to the increase consumer favoritism towards Chinese brands, designs and culture. Guochao consumers embrace Chinese cultural designs and products made in China. 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. To learn more about Guochao marketing, we conducted in-depth interviews with Chinese gen z consumers. The downloadable report below contains our findings, along with Guochao marketing case studies. Chinese

How the renewed interest in Korean fashion in China influences consumers

April 13, 2026

China is experiencing a renewed wave of interest in Korean fashion. Since 2023, Korean fashion has been gaining strong momentum. While this is the third wave after the 2000s drama-led Hallyu spillover and K-drama fashion boom in 2011-2016, it rose in China at a different scale and with a different consumption agenda. In response, many K-fashion brands rode on the rapid development of Korean fashion in China, opening new stores and experiencing a sharp increase

bicycle market in China

After mass adoption: the next stage of the bicycle market in China

March 13, 2026

The bicycle market in China has moved beyond basic transportation to a mature and highly diversified market defined by premiumization, stricter safety regulation, and the emergence of lifestyle-oriented cycling communities. In 2025, China’s total two-wheeler sector reached approximately 580 million units, including more than 200 million traditional bicycles and 380 million electric two-wheelers, reflecting the enduring role of cycling in urban mobility. Download our report on how young Chinese Consumers are Finding Themselves This immense

Chinese cosmetic market shift: Domestic rise, foreign compete

January 30, 2026

The Chinese cosmetic market is a global powerhouse, accounting for approximately 20–25% of the total global industry value. Building on earlier observations of rising interest in domestic brands among younger consumers, the market has now shifted. While international heritage brands once dominated, domestic “C-beauty” players have successfully converted early consumer curiosity into sustained market leadership, fundamentally reshaping China’s competitive landscape. Download the 2026 China Beauty Report here Chinese cosmetic market growth and category dynamics The

Chinese companies global rise

The Rise of Chinese Companies Report

January 29, 2026

For any brand competing in the Chinese market, the rise of Chinese brands both in China and globally is undeniable. While trends like Guochao (国潮) drive consumers to purchase local brands for the sake of cultural pride, domestic brands are simultaneously increasing their R&D investment, raising the product quality to compete with, and in some cases, surpass the quality of foreign brands. This leads to two strategic questions for foreign brands: how to adapt to