Max Lee, Global Partner at China Media Integration, recently shared expert analysis with Campaign Asia-Pacific on shifting Chinese consumer behaviors, focusing on spending patterns during the 2025 618 shopping festival.
Among the key takeaways was the growing influence of culturally rooted branding — exemplified by the rise of Laopu Gold, a domestic gold jewelry brand that has gained traction among younger, style-conscious consumers amid fierce international competition. Max underscored how localized storytelling and emotional resonance are becoming central to brand success in today’s Chinese market.
Read the full interview on Campaign Asia-Pacific here.
