Jenny Chan 陳詠欣
Oct 2, 2018

Belt & Road: Will all roads lead to (Brand) China?

The much-vaunted initiative could very well be China’s ‘brand promise’ as the face of globalisation, or not.

Road show: Promoters of B&R brand expos underscore the huge size of the China market and the purchasing power of Chinese consumers.

No other infrastructure spending program in history has quite the branding cachet of the One Belt One Road OBOR initiative, which also goes by the “New Silk Road” and most recently the “Belt Road Initiative” BRI. Not even the Marshall Plan a US post-war aid program to Western Europe comes close to being as saccharinely accentuated as the OBOR, which has so far spawned Brand Expos’, an official rap song, a series of bedtime stories and...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 3175 1913


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Keith Weed joins WPP board
7 hours ago

Keith Weed joins WPP board

Weed retired from Unilever in May.

'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO
15 hours ago

'I’ve moved money—a lot of it—from traditional ...

"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.

Asia-Pacific’s market maturity challenge: no common ground for performance, viewability, fraud
15 hours ago

Asia-Pacific’s market maturity challenge: no common ...

A lack of consistent reporting around common industry issues could be hampering advertising growth in Asia-Pacific, according to the IAB.