Us vs them: Asian brand nationalism

Rising protectionist sentiment worldwide is sparking fresh tensions. Asia is not immune—and neither are the big brands.

Brand flashpoints: from the South China Sea to Kashmir, bilateral spats give way to protests and boycotts, with brands caught in the crosshairs across Asia.

Smart young professionals sit in Starbucks cafes in the southern Chinese boomtown of Guangzhou, sipping barista-made drinks. Decked with mood lighting and smooth wooden tables, menus offer everything from Chinese New Year cakessome shaped like teddy bearsto green-tea lattes.

Starbucks is a foreign brand that has been a resounding success in China since 1999, when the company made its first foray into the Middle Kingdom, it has reached more than 2,100 stores in...

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
cs@haymarket.asia
or call+852 2122 5227

Membership

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 +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
GroupM makes CEO change in South Asia
Premium
2 hours ago

GroupM makes CEO change in South Asia

Prasanth Kumar to take over as Sam Singh departs to join ByteDance.

Premium
D&AD shortlist has 269 APAC hopefuls
Premium
6 hours ago

D&AD shortlist has 269 APAC hopefuls

Japan leads APAC markets with 64 shortlisted entries, followed closely by Australia with 61.

Premium
Melbourne launches VR ‘journeys’ to upgrade site visits
Premium
9 hours ago

Melbourne launches VR ‘journeys’ to upgrade site visits

International associations and PCOs can plan their upcoming conferences using 360 videos.

Premium
Come on brands, throw your weight around
Premium
9 hours ago

Come on brands, throw your weight around

Cathay Pacific's rejected same-sex ad shows that promoting inclusivity and equality is not just about statements and policies. Or ads. Sometimes it's about pushing those who need a push.