From Craft to Culture: China’s Brands Speak Globally

In 2015, the theme of New York’s Met Gala was “China: Through the Looking Glass,” turning the red carpet into a grand visual performance about China. On display were motifs like Song brocade, auspicious clouds, ink wash patterns, and imperial robes—woven into a fantastical fashion language that mirrored the West’s romanticized gaze toward Eastern culture.

A decade later, Chinese cultural elements are undergoing a more dynamic and multidimensional evolution. From the global rise of short-form Chinese dramas on social media, to traditional Chinese medicine gaining traction in wellness spaces, to the blind box craze led by Pop Mart captivating fans in Japan, Korea, and North America—Chinese aesthetics are now intricately woven into the global cultural fabric, becoming part of an ever-shifting global spectacle.

Yet this cultural momentum unfolds alongside rising geopolitical tensions between China and the US, as well as heightened tech restrictions. Global markets are now posing fresh challenges to Chinese brands. As they stand at a critical crossroads, Chinese companies are being forced to confront key questions: How can they build genuine brand resonance in an increasingly complex global landscape? Is the cultural expansion of Chinese brands a path toward newfound subjectivity, or just another reflection in the hall of cultural mirrors?

Is Cultural Export the New Path Forward for Chinese Brands?

In a previous articles, Jingzhi Chronicle highlighted Pop Mart’s rapid overseas growth as a case study in how cultural consumer goods are breaking free from traditional product categories — winning over global audiences through subtle, soft-power exports.

Pop Mart’s character Labubu, for instance, has recently sparked a wave of DIY modifications. In China, this includes pairing figurines with traditional accessories like handmade hairpins or custom doll outfits. Overseas, Labubu fans on TikTok are experimenting with “tooth gem” embellishments and custom skin tones. This adaptability allows the character to meet consumers’ individual creative expressions across markets.

This kind of cultural export doesn’t emerge in a vacuum. It follows a gradual evolution in how Chinese symbols are perceived—shifting from surface-level imagery to deeper meaning. In earlier stages, “Chinese elements” were largely seen as static, exotic motifs: dragons, phoenixes, Chinatown archways, knots, and pandas. Recognizable, yes—but often frozen in nostalgia, tradition, or tokenism.

Since the 2000s, more nuanced cultural expressions rooted in everyday life and national identity have begun reaching global audiences. Intangible cultural heritage items like dragon boat races and paper cutting have found their way abroad through creative reinterpretations. For example, ceramic “drifting dragon boat” models from Foshan, Guangdong—made with 3D scanning and assembly techniques — have been exported to Australia, the US, and Mauritius. At the same time, traditional intellectual properties such as “Investiture of the Gods” and “Ne Zha” have entered international markets through modern formats like film and television.

On one hand, growing cultural confidence is enabling China to define its own image more proactively. On the other, cultural exports are shifting away from grand narratives to embrace everyday stories and more intimate, relatable forms of expression.

But can this momentum last? In 2024, China’s total import and export volume of cultural products reached $166.36 billion—a year-on-year decline of 7.7 percent. Exports accounted for $148.41 billion, down approximately $13.9 billion from 2022. Following years of rapid growth, a tighter global economy and rising protectionism have introduced new pressures.

Against this backdrop, the current wave of Chinese cultural products going global begs a deeper question: Is this a sustainable cultural pivot — or just another passing phase of novelty-seeking from global consumers?

A Structural Shift in Chinese Manufacturing

Despite external challenges, CBNData notes that some Chinese brands are transitioning from “hitching a ride” on existing platforms to “building their own ships” — evolving from mere supply chain players into IP creators and business model innovators. This shift is laying new foundations for cultural consumer brands from China.

Take Miniso, for example. Founder Ye Guofu has revealed that the company’s brand upgrade is aimed at transforming it into “the world’s top IP-driven design retail group.” In 2024, Miniso’s overseas revenue surged 42 percent year-on-year to 6.68 billion RMB, fueled in part by collaborations with globally popular IPs like Black Myth: Wukong. Its IP-based product lines are now featured in over 3,000 international stores, including a 3,000-square-meter flagship in Jakarta designed for immersive experiences.

This indicates a strengthening brand power behind “Made in China” — with supply chain advantages now amplified by cultural and creative value.

Equally notable is how both Pop Mart and Miniso place localization at the core of their global strategies. Pop Mart adjusts its IP themes to fit the preferences of Thai or American consumers when opening stores in those markets. Similarly, Miniso tailors its product development by country. This manufacturing-rooted yet culturally sensitive localization strategy is quickly becoming a key advantage in Chinese brands’ global cultural expansion.

The same principle applies to beauty brand Flower Knows, known for its girly aesthetic. The company conducts deep cultural research to tailor offerings — such as launching fairytale-themed cosmetics for Western markets. In its first year of overseas operations in 2019, the brand achieved 10 million RMB in international sales. It leveraged social media and local influencers to fuel rapid brand awareness, using cultural storytelling as its breakthrough strategy.

These examples suggest that today’s Chinese brands are not only reconstructing what “Chinese style” looks like, but also reimagining how to express a distinctly East Asian worldview. By fusing heritage with modern lifestyles, they are building a more vital, grassroots cultural identity—one that is inclusive and self-aware. This shift has not only freed Chinese brands from passive storytelling, but also aligned naturally with global consumers’ evolving tastes for meaningful design.

Which leads us to a more challenging question: Can independent Chinese designer brands—often operating without the backing of large corporate groups—also find a foothold in global markets despite their limited resources?

From Being Watched to Being Understood

Today, cultural appropriation is a more sensitive issue worldwide, and there is growing scrutiny over how brands balance cultural respect with creative innovation. Roberto Liu, founder of the London-based boutique named is Designed, tells us that what resonates most with his local clientele are not just aesthetics, but brands that tell culturally grounded stories with authenticity.

Liu notes that today, it’s increasingly difficult to define what constitutes a “purely Chinese brand.” In an era of ever-closer global exchange, what’s truly being tested is whether designers can distill universal aesthetics and values from within Chinese culture and integrate them with global creative methodologies. “Chinese designers need to adopt a global mindset,” he emphasizes.

Alyssa Fang, co-founder of multinational communications agency Agenzia, adds that in mature luxury markets such as France and broader Europe—where craftsmanship and brand storytelling traditions are already well established—Chinese brands must develop communication strategies that both preserve their cultural DNA and align with local aesthetic and cultural contexts. “Chinese brands can incorporate the West’s minimalist design language while showcasing the richness of their own craftsmanship,” Fang explains. “There’s no need to please everyone — you only need to resonate with those who have a discerning eye.”

Take CUNZU, a Miao silver jewelry brand represented by Agenzia. Its refined materials and meticulous craftsmanship appeal to the French market’s deep appreciation for artisanal value and storytelling. Its rarity lends itself naturally to a premium pricing model. Under the guidance of Fang and her co-founder Elise Lee, the agency has helped CUNZU grow a loyal international audience by facilitating collaborations with overseas artists and localizing its visual identity across social media platforms. The brand also received high praise during the recent Biennale Révélations, France’s leading contemporary craft fair.

As globalization deepens, brands engaged in cross-cultural communication must not only showcase their cultural essence but also acknowledge that culture itself is fluid, not static. In the face of inevitable “exoticizing” perspectives and othering, it’s crucial for Chinese brands to shift from one-way export to two-way dialogue, building empathy through authentic conversation.

An example of this approach is Songmont’s “Sounds of the Distant Mountains” exhibition during last year’s Paris Fashion Week. Drawing inspiration from China’s karst landscapes and traditional woodblock printing, the show sparked cross-cultural resonance through design talks and immersive installations. The campaign reached over 290,000 engagements on social media, and its related “Traces” and “Distant Mountains” fragrance lines sold out soon after.

Whether it was once “panda diplomacy” or today’s viral “blind box economy,” Chinese brands are demonstrating a more nuanced approach to cultural export—one that respects heritage while embracing evolution. And while culture, as an organic accumulation of human experience, has its own path of development, it need not always lead to fusion. In the current global climate, it is vital to remain vigilant against the homogenization of culture and to uphold the values of diversity and plurality.

For Chinese brands expanding internationally, the key lies in deepening understanding and emotional resonance with local cultures—not despite their differences, but because of them. Only through continuous cultural exchange and sincere dialogue can brands forge enduring global identities and explore more sustainable paths for cultural globalization.