by Julienna Law | Campaign Asia

Julienna Law

Nov 30, 2021

China says no to gossip and star chasing

Chinese authorities are ramping up their crackdown on fan culture by monitoring the spread of celebrity information online, including their personal details and brand endorsements.

Digital

Oct 15, 2021

Julienna Law

Everlane becomes latest US brand to exit China

Everlane is shutting down its Tmall flagship store after just two years, joining a growing list of brand casualties in China. Where did it go wrong?

Why SK-II’s storytelling still resonates with Chinese consumers

Marketing

Sep 29, 2021

Julienna Law

Why SK-II’s storytelling still resonates with ...

In an industry that thrives on newness, SK-II takes a different approach with its “My PITERA Story” campaign — and it's winning in China

Advertising

Sep 17, 2021

Julienna Law

How China’s ‘996’ culture is changing

Although China has outlawed excessive overtime, burnout culture continues to prevail. As more youth "lie flat" in protest, how should brands respond?

Marketing

Aug 25, 2021

Julienna Law

Anta's ascent: The Chinese brand about to beat Adidas

Chinese sportswear brand Anta is on track to overtake adidas in market value. How did it manage to rival more renowned brands?

As idol troubles continue, brands still bank on crazed fans

Marketing

Aug 17, 2021

Julienna Law

As idol troubles continue, brands still bank on ...

Despite the slew of idol scandals, brands are still relying on stars like Blackpink and Cai Xukun to drum up excitement for their August drops in China.