Jerry Clode
Aug 8, 2016

Brands need to roll with the rise of Chinese nationalism

Resonance China’s Jerry Clode explains the recent rise of nationalism in China, and how brands can deal with it.

Nationalism evident: A Tencent poster promotes swimmer Sun Yang before the games. This weekend, some Chinese lashed out at Australia's Mack Horton, who beat Sun out for Gold in the 400m freestyle, for calling the Chinese athlete a

Since China’s markets opened to the world in the early 1980s, nationalist sentiment has created unpredictable factors for international brands. Chinese nationalism can be said to be the “monster hiding in the corner of the room” that could appear at any time.

In recent weeks, fallout from the Hague ruling on China’s sovereignty in the South China sea has fueled another, yet unique, rise in local nationalism. In the wake of it, Beijing has considered...

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