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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