Category: Marketing

A New York museum appearing inside a Chinese battle-royale game sounds like an unlikely cultural partnership. Yet that contrast is exactly what made the brand collaboration pick metropolitan museum of art x game for peace worth examining. Launched in October 2020, the limited-time collaboration put a digital interpretation of The Metropolitan Museum of Art inside […]

Some luxury campaigns sell a product. Others create a world people want to enter. When I revisited Brand Film Pick: Vogue China Brings Out the Big Guns for Chanel, what stood out was how little the project behaves like a conventional fashion advertisement. Vogue China and Chanel instead turned to cinema, pairing two of China’s […]

BMW took an unusual route with brand film, picking BMW’s marriage story, turning a Valentine’s Day campaign into a cinematic romance instead of a standard car commercial. “The Wedding” follows a modern relationship while allowing the BMW vehicle to become part of the couple’s memories, milestones, and emotional journey rather than dominating the screen. That […]

China’s female labor-force participation rate stood at 59.1% in 2025—higher than the 56.3% rate recorded in the United States. That statistic alone helps explain why brands that still portray Chinese women mainly as decorative consumers, obedient wives, or aspirational beauty objects increasingly risk looking disconnected from their audience. The marketing lesson behind on screen and […]

Luxury fashion once treated mass-market reality television as dangerous territory. Too much exposure could weaken exclusivity; too obvious a sponsorship could make a heritage house look like any other consumer brand. China has helped overturn that assumption. The search interest around trending brands on chinese reality shows luxurys first stepsnbsp points to a bigger change: […]

Long before social commerce became a major conversation in the United States, Douyin was already testing what happens when entertainment, shopping, payments, creators, and financial tools exist inside one digital ecosystem. In 2021, ByteDance pushed its Chinese short-video platform beyond viral clips and advertising, turning it into a much more ambitious commercial engine. What makes […]

Within the opening four hours of China’s 2026 midyear sales campaign, merchants using JD.com’s AI livestreaming technology generated more than RMB70 million, roughly $10 million, in sales. Merchant adoption of the technology was six times higher than a year earlier. That result captures why e commerce giants up their livestreaming game for 618 shopping festival […]

A product recommendation can now go from “What is that?” to “I bought it” without the shopper ever leaving a video. That change matters more than another viral influencer campaign. The strongest argument for why the west should transition from influencer hauls to livestream shopping is not that livestreaming is newer. It is that live […]

I find luxury marketing most revealing when a brand’s carefully controlled image meets the unpredictability of a live audience. A viewer asks about craftsmanship, another wants styling advice, and someone else is ready to buy. Suddenly, storytelling must support a useful shopping experience. That tension explains my interest in The Luxury Brand Playbook for 2021: […]

China’s esports audience is now roughly the size of the entire population of the European Union. In 2025, the country had more than 495 million esports users, while industry revenue reached RMB 29.33 billion. That scale explains why cci take luxury brands chase the esports opportunity in china has moved from an experimental marketing idea […]