{"id":12811,"date":"2023-07-25T12:30:42","date_gmt":"2023-07-25T12:30:42","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=12811"},"modified":"2025-04-23T09:08:00","modified_gmt":"2025-04-23T09:08:00","slug":"the-rise-and-fall-of-guochao-chinas-nationalistic-branding-phenomenon","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/the-rise-and-fall-of-guochao-chinas-nationalistic-branding-phenomenon\/","title":{"rendered":"The Rise and Fall of Guochao: China’s Nationalistic Branding Phenomenon"},"content":{"rendered":"

Over the past decade, China has witnessed a fascinating evolution in consumer behaviour, where a wave of nationalistic branding known as g<\/em>uochao <\/em>has swept the nation. Tom Pattinson<\/strong> explores how the trend has impacted Western brands<\/h2>\n

Guochao<\/em>, which translates to \u201cnational trend\u201d \u2013 or can be more eloquently translated as \u2018China chic\u2019 \u2013 encapsulates the rise of Chinese brands that celebrate and promote Chinese cultural identity. This movement gained momentum during the Covid pandemic, raising questions about whether China\u2019s nationalistic sentiment intensified during the crisis. Now, as China gradually opens up again, is the country still embracing internationalism, and does the allure of Western brands hold strong?<\/p>\n

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China\u2019s emergence as an economic powerhouse led to a growing sense of national pride and confidence among its citizens. This shift in attitudes paved the way for guochao<\/em>, as consumers sought products and brands that reflected their Chinese identity. Domestic brands embraced this opportunity by incorporating traditional Chinese elements, symbols, and designs into their products and marketing campaigns.<\/p>\n

Chinese consumers displayed a strong preference for locally-made products, leading to a shift away from Western brands. Chinese online celebrities or influencers, known as \u201cwanghong<\/em>\u201d, played a crucial role in promoting guochao<\/em>\u00a0brands through social media and live streaming platforms<\/a>. They effectively captured the attention of Chinese consumers, fostering a sense of patriotism and national unity.<\/p>\n

The Covid pandemic further fuelled nationalistic sentiments among Chinese consumers. As the world grappled with the crisis, China\u2019s swift response to contain the virus resonated deeply with its citizens. Combined with an inability to travel internationally and experience overseas retailers, a collective sense of resilience and pride intensified support for local brands.<\/p>\n

Amid the pandemic, China\u2019s focus shifted inward, emphasising self-sufficiency and reducing reliance on foreign products. Chinese consumers actively sought alternatives to Western brands, turning to domestic options for their daily needs. But this trend was not limited to essential goods; it also extended to fashion<\/a>, cosmetics<\/a>, and lifestyle products, where guochao<\/em>\u00a0brands gained significant market share.<\/p>\n