Shanghai advertising executive Wang Jinghua, 49, once preferred foreign brands like SK-II, L'Oreal, and dreamed of owning a Louis Vuitton handbag, considering them safer and more prestigious. However, after trying Chinese beauty brands such as WIS and Creator, she realized they were just as good, telling CNA, “I wouldn't even consider Chinese brands before.”
According to the China Passenger Car Association (CPCA), German, Japanese, and US brands have lost significant market share in China, now making up just 12.8%, 11%, and 5.8% respectively. This shift coincides with online trends like Chinese Dreamcore and “Chinamaxxing” on TikTok, which reflect a “genuine and growing curiosity about Chinese culture and design language,” said Elisa Harca, co-founder and CEO of Hong Kong-based marketing consultancy Red Ant Asia.
Despite this momentum, growth has moderated, with first-quarter overseas revenue growth in 2026 ranging from 25% to 65% across regions, down from previous triple-digit growth.
Chiang Jeongwen, professor emeritus at the China Europe International Business School (CEIBS), noted that for a long time, Pop Mart was “selling a fun thing that happens to come from China,” but added, “novelty fades and narrative endures,” highlighting the importance of strong brand stories for sustained success.
The evolving landscape raises the question: what will it take for Chinese brands to win over consumers around the world?
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