Chinese brands, chinese stories? Commerce, culture and a globalising China
Key information
- Date
- Time
-
5:00 pm to 6:30 pm
- Venue
- SOAS Main Building
- Room
- RG01
- Event type
- Seminar
About this event
What, if anything, is uniquely Chinese about Chinese brands and their global experiences? As Chinese companies expand overseas under the banner of chuhai 出海, this roundtable asks what these brands carry with them, what stories they tell on the global stage, and what those stories reveal about China itself.
The roundtable takes a Global China approach to considering Chinese brands, from BYD to Bosideng, and Jingdong to Shein. In this manner, we reflect on Ching Kwan Lee's question of whether China's economic expansion is distinctively 'Chinese' or better understood as a variation on familiar patterns of global capitalism. China’s globalising brands offer a vantage point on this debate, as they ask us to question economic strategy, consumer desire, and the Chineseness of culture.
Should Chinese companies foreground or shield their national identity abroad? In the UK, brands might navigate lingering orientalist frameworks, in which 'Chinese' can be read as either exotic or suspect. Some contemporary brands respond by downplaying their origins in their communications, a strategy that can create a perceived lack of transparency and invite the very suspicion it aims to avoid. Other brands take a different path; Songmont, whose founder's 'be who you are' approach to identity has resonated with audiences at home and abroad, points to the possibility of confidence rather than concealment. So, how are Chinese brands judged, by what standards do consumers evaluate them, and what actually travels when a brand goes global?
This is also a question of policy. For more than two decades, China's internationalisation agenda, from the early 'Going Out' era onwards, has encouraged Chinese firms to become global players. Chuhai is not new, and today we may be witnessing a new chapter of an old story, one in which intangible cultural heritage, craftsmanship and tradition are being marketised and turned into brand value. This is supported by selective Chinese state encouragement for projects that align with political goals, but a lack of support for other makers. If 'Going Out' sought to make Chinese companies global, does the commercialisation of heritage seek to make Chinese culture globally consumable, and what is gained or lost in that transformation?
Through a mixture of industry and academic expertise, this roundtable will reflect on whether Chinese brands are telling stories of China or telling stories of something else.
Registration
This event is open to the public and free to attend; however, registration is required. This event is taking place on campus and will not be recorded or live-streamed.
Organiser
This event has been organised by the SOAS China Institute.
About the speakers
Yaling Jiang is a researcher (ApertureChina), writer (Following the Yuan) and community builder (People's Square), all with one goal: helping the world see China through its people, not through headlines or stereotypes. She founded ApertureChina, a research and strategy consultancy focused on China's consumer markets, and writes Following the Yuan, a newsletter on Chinese consumer trends that has been cited by outlets including the Financial Times, Reuters, Le Monde, Les Echos and South China Morning Post. After moving to London in 2024, she started People's Square, a community centered on China-focused events, from a Substack newsletter to panel discussions and co-organized gatherings.
Dr Wenwei Li is a Lecturer in Marketing at SOAS University of London. Her research explores consumer culture, emerging technologies and changing mobility markets, with a focus on how consumers form judgements about trust, legitimacy and value. Her current work examines consumers’ ongoing relationships with electric vehicles beyond the point of adoption in China, trust and responsibility in automated driving systems, and the imagination and awareness of e-mobility in Morocco. She is also interested in how Chinese brands and technologies are understood and evaluated as they expand globally.
Dr Kelly Meng is Associate Professor in Luxury and Cultural Studies and Head of Subject for Business, Management and Marketing at Goldsmiths, University of London. She has led the MA Luxury Brand Management programme since its establishment in 2017. With over two decades of industry and academic experience, her research explores luxury beyond Eurocentric perspectives, connecting international business, cultural studies and creative industries. Her interests include craftsmanship, cultural heritage, consumer culture and business innovation, particularly in the Global South and East Asia. Previously, Kelly held senior management and consultancy roles, advising international luxury and mass-market brands on strategy and organisational development.
Chair
This event will be chaired by Dr Carwyn Morris. Dr Morris is Senior Lecturer in Digital Society and Geography at the Department of Media Studies, SOAS University London. He is also a member of the SOAS China Institute and Principal Investigator of CHINA.EU, an ERC Starting Grant project exploring the impact of Chinese capital in urban Europe. His research explores the relationship between social media, the city and capital, and he explores these themes through an active engagement with the cultural industries. In his spare time, he contributes to artisan fashion brand, seventyfive.
Contact
Email: sci@soas.ac.uk.
