Not only is China’s position in the world, in logistics and innovation, becoming more self-confident, but branding expert Ashley Dudarenok sees a similar move among Chinese brands, she explains in the Jing Daily.
Ashley Dudarenok:
For years, “guochao” (国潮), or China chic, has been the dominant lens through which the world viewed the rise of local brands. It described a phenomenon: cool, trendy, and often nostalgic Chinese products capturing the youth market. But “guochao” was merely the opening act. What the market is witnessing now is the main performance: the full-flowering of “zìxìn” (自信), “self-confidence,” as the core driver of a new Chinese consumer identity.
This is no longer about buying a Li-Ning sweatshirt because it’s stylishly patriotic; it’s about choosing a “national style” (国风) wedding gown because it feels more authentic, meaningful, and prestigious than a Western designer dress. “Zìxìn” is an internalized, cultural self-assurance fundamentally reshaping consumption patterns, from a statement of national pride to an expression of personal identity.
The most potent symbol of “zìxìn” is the shifting geography of aspiration. The once-coveted trip to Paris or New York is now rivaled, and often surpassed, by domestic journeys to China’s own historical and cultural epicenters.
Ashley Dudarenok is a speaker at the China Speakers Bureau. Do you need her at your meeting or conference? Do get in touch or fill in our speakers’ request form.
Are you looking for more branding experts at the China Speakers Bureau? Do check out this list.
