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OPINION: The awkwardness of marketing Chinese brands globally

In last year’s global blockbuster Transformers 3: Dark of the Moon, an ostensibly Chinese character, Jerry “Deep” Wang, played by American comedian Ken Jeong, barks at Shia LaBeouf “Let me finish my Shuhao milk!”. The line represented a major watershed for the ...

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Data & Research

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This research into the consumption of sweet biscuits found that friendliness was the personality trait ASEAN consumers identified with the most in the biscuits they buy and eat most frequently. This was followed by brands that were regarded as ‘cheerful and fun’, and ‘trendy’.