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Guochao Goes Global Forging new consumption pathways

Consumers are increasingly turning to Chinese brands. The term guochao or “national wave” is used to describe the popularity of indigenous brands among Chinese consumers. Recent years have seen Chinese brands such as Shein and Temu become more popular internationally, and BYD vies with Tesla to be the biggest EV maker in the world. This is despite attempts by governments in the US, Canada and EU to impose tariffs on Chinese- made goods. At the same time, Chinese culture more broadly is becoming increasingly popular, with the wider celebration of Lunar New Year and the embrace of Chinese fashion and C-beauty.

Consumer data

While quality concerns remain, attitudes to Chinese-made products are improving, notably among younger Americans

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% of US 16-24s who say the phrase…

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Drivers and trends in play

Consumer Choice Explosion

Global Trade and Integration

Global Tensions and Conflict

Cultural Globalization

Maximizing Value

Local Allure

Guochao Goes Global

For each opportunity area, we've identified a number of drivers and trends that are coming together to spark new activity among consumers that brands can capitalize on.

Commercial and consumer signals

In addition to Chinese brands becoming more prominent around the world, we see commercial activity in the form of global brands making Chinese goods more widely available. Meanwhile, we see signals of the broader impact that the growing economic and cultural influence of China could have on the wider world.
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Weak signal
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Case study
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Widespread rejection of AI and automation, as well as tech encroachment more generally. We rediscover what it means to be human and celebrate our innate animal essence.

Strategic imperative

Established brands must react to Chinese competition
The competitive pricing and improved perception of Chinese brands clearly pose a challenge to established players. Each brand must decide how best to react. This may be by stressing quality and value over low price or appealing to national pride. Alternatively, adoption of Chinese manufacturing and cultural trends may be an option.
The competitive pricing and improved perception of Chinese brands clearly pose a challenge to established players. Each brand must decide how best to react. This may be by stressing quality and value over low price or appealing to national pride. Alternatively, adoption of Chinese manufacturing and cultural trends may be an option.
Download the report →