The Guochao (国潮) movement, which celebrates Chinese culture and national pride, continues to dominate the consumer landscape in China. As Chinese consumers increasingly prioritize brands that honor their heritage, multinational corporations (MNCs) are finding innovative ways to align with this trend. For companies looking to succeed in China, understanding and leveraging Guochao is no longer optional—it’s essential. Let’s explore how MNCs are riding this wave with real, updated examples.
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What is Guochao, and Why Does It Matter?
Guochao, which translates to “national trend,” reflects the growing confidence of Chinese consumers in their own culture and identity. From fashion and beauty to tech and food, brands that incorporate traditional Chinese elements with modern aesthetics are winning hearts. For example, Li-Ning, a Chinese sportswear brand, has seen a massive resurgence by incorporating traditional Chinese designs like ink wash paintings and dragon motifs into its products. Similarly, Perfect Diary, a homegrown cosmetics brand, has become a market leader by infusing its products with Chinese cultural themes.
But Guochao isn’t just for local brands. MNCs that authentically embrace Chinese culture are also reaping the rewards. For instance, Starbucks has long been a pioneer in this space, offering seasonal drinks inspired by traditional Chinese teas and opening stores in culturally significant locations, such as a restored Qing dynasty-style building in Beijing.
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How MNCs Can Ride the Guochao Wave
1. Collaborate with Local IPs and Designers
One of the most effective ways for MNCs to tap into Guochao is through collaborations. In 2023, Nike partnered with Chinese designer Angel Chen to create a sneaker collection inspired by traditional Chinese martial arts and folklore. The result was a sell-out success, showcasing the power of blending global brand appeal with local cultural relevance.
2. Incorporate Cultural Storytelling
Chinese consumers love brands that tell a story. Coca-Cola has consistently nailed this by releasing limited-edition cans during Chinese New Year featuring traditional Chinese characters and festive designs. These campaigns not only boost sales but also strengthen emotional connections with Chinese consumers.
3. Leverage Digital Platforms and KOLs
Social media platforms like Xiaohongshu (Little Red Book) and Douyin (China’s TikTok) are hotbeds for Guochao content. MNCs can work with Key Opinion Leaders (KOLs) to create culturally relevant campaigns. For example, Estée Lauder collaborated with popular KOLs to promote its Double Wear Foundation by highlighting its suitability for Asian skin tones, tying it to the broader narrative of celebrating Chinese beauty standards.
4. Localize Products and Messaging
Localization is key. KFC China has mastered this by offering menu items like Sichuan-flavored chicken and mooncakes during the Mid-Autumn Festival. These localized offerings not only cater to Chinese tastes but also demonstrate respect for Chinese traditions.
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Real Examples of Guochao Success in 2024
• L’Oréal x Palace Museum: In 2024, L’Oréal partnered with the Palace Museum to launch a makeup collection featuring designs inspired by ancient Chinese artifacts. The campaign generated over 100 million social media impressions and was praised for its cultural authenticity.
• PepsiCo’s “Lucky Charms” Soda: PepsiCo launched a limited-edition soda in 2024 featuring flavors like osmanthus and lychee, which are deeply rooted in Chinese culinary traditions. The packaging featured traditional Chinese paper-cut art, and the campaign included a viral challenge on Douyin.
• Gucci’s Year of the Dragon Collection: Gucci released a special collection in 2024 inspired by the Chinese zodiac’s Year of the Dragon. The campaign featured Chinese actor Xiao Zhan and was promoted during the Spring Festival Gala, China’s most-watched TV event.
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Fun Facts About Guochao
• Did you know that Li-Ning’s Guochao-inspired sneakers sold out within seconds during a livestream event on Tmall? Talk about hype!
• The Palace Museum’s collaboration with L’Oréal generated over 100 million social media impressions in just one week. That’s the power of cultural storytelling!
• Perfect Diary became the best-selling cosmetics brand on Tmall by using packaging inspired by traditional Chinese porcelain. Who knew history could be so glamorous?
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The Bottom Line
Guochao is more than a passing trend—it’s a reflection of China’s cultural renaissance. For MNCs, the opportunity lies in authentically embracing Chinese culture and aligning with the values of national pride and innovation. By collaborating with local designers, telling compelling cultural stories, and leveraging digital platforms, MNCs can not only tap into the Guochao wave but also build lasting connections with Chinese consumers.
So, whether you’re a global coffee chain or a luxury fashion brand, remember: in China, the future is Guochao. And as the saying goes, “When in China, do as the Chinese do!”