As more global brands like Starbucks and Burger King sell key stakes in Chinese operations to local partners to speed up digital, product, and cultural localisation, what lessons are multinationals learning?
The bleak-sounding app that has taken China by storm is a simple digital check-in tool for people living alone.
Brands are losing sight of what they're paying for in influencer spend in China, per R3.
Xiaomi disciplined its PR chief and CMO after fan backlash on Weibo.
From mascots to IPs paired with food and cars, here's how global brands in China leveraged unconventional collaborations to win consumers' attention this year.
TOP OF THE CHARTS: 'Involution', or business stagnation, looms large in Totem Media's 11th annual report, but with slightly more optimism from marketers as media costs edge higher and brand awareness gains importance.
From the historic sounds of Korea’s Liberation Day to improving women's hearing through hijab, to a new mayor's hope, top APAC creatives highlight the work that inspired them this year.
The shift towards hijacking culture and the new focus on 'how' creative work is done to make brands part of the cultural story.
SOUNDING BOARD: Despite cheaper renewables and mainstream net-zero, emissions are up 65% and extreme weather cost $1.5 trillion last year. With COP30 in the Amazon, the ad industry faces mounting scrutiny over fossil-fuel work and its widening credibility gap.
Gen Z shoppers buy with emotion, platforms sell with algorithms, and sustainability is the new fault line in China’s trillion-yuan e-commerce ecosystem.
Days before Shein could cut the ribbon on its first Paris store, the ultra-fast fashion platform is swept into a criminal probe, along with Temu, AliExpress and Wish.
Starbucks’ China arm will remain headquartered in Shanghai and continue to operate its 8,000 stores, with ambitions to grow to 20,000.
What began as scrolling fodder has exploded into a blockbuster content business. At IAB Hong Kong's recent event, experts showed how marketers are moving quickly to reach global audiences through the format.
Exclusive: The dour forecast contradicts more optimistic media spend outlooks by major agencies and higher GDP projections. Ebiquity China predicts e-commerce will prop up the overall cost of media by a mere +1.2% with TV and print costs set to decline.
Business rebounds, CEO Brian Niccol said, “high-quality partners” are vying for a stake in its second-largest market.
After McDonald’s Japan saw Pokémon merch fly off shelves (and onto the resale market), the brand builds the hype for the Mid-Autumn Festival.
Mixed messaging on Weibo and Instagram has only intensified the backlash, with parent company Anta Sports now under growing pressure from Chinese netizens.
Jiunn Shih, a member of Campaign Asia-Pacific's Power List of top CMOs, has picked some new fruits, relocating from Singapore to Hong Kong and California to help build a global berries brand.
In a candid chat, Miniso’s CMO breaks down the push for original characters, why its supersized stores are hitting their stride, and how Miniso is reinventing itself from bargain retailer to lifestyle destination.
As brokers are "unlikely to disappear" from China’s media supply chain, a new R3 whitepaper deciphers the brokers' system and urges advertisers to contain and manage risks through contractual safeguards and negotiations.
Intense competition in China’s delivery market means revenue gains come at the cost of falling profits.
"Playfulness is a great entry point, but it must never cheapen a luxury brand," says Gordan Domlija, a lesson Hermès’ Ghibli-inspired shorts learned the hard way in China.
Yet influencer-led sales remain tiny. Totem and Rakuten Insight’s exclusive report shows why DTC remains a sideshow, even as 74% of brands plan to ramp up influencer spending over the next 18 months.
China added 12,000 coffee shops last year, but why are Western giants like Starbucks falling behind local upstarts? Campaign breaks down where they’re losing the plot.
Incident adds to a growing list of Western brands criticised in China for racially insensitive imagery. Both Dior and Gucci have previously faced similar backlash.
Scalpers swarmed McDonald’s Japan in a mad grab for limited-edition Pokémon cards.
BRAND HEALTH CHECK: Shein’s Plan C, an IPO in Hong Kong, lands just as Trump-era tariffs return and scrutiny over its Chinese roots intensifies. With Western doors closing, will Shein’s global shine take a hit?
Meituan turns to Olympic gold medalist Sun Yingsha in a high-profile brand push.
The agency-handled share of China’s RMB 1.55 trillion ad market is shrinking as local agencies collectively decline and international networks gain ground.
China’s food delivery giants are burning billions in a cutthroat price war. Orders are soaring, but so are concerns over collapsing margins, declining service, and vanishing brand loyalty.
Seven quarters of growth, petwear drops and a teahouse in Chengdu later, the sportswear giant is making a very local, very calculated comeback.
Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says Ashley Dudarenok, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”
Laopu Gold posted impressive sales figures during the 618 shopping festival, setting the potential for further growth and brand expansion by tapping Chinese cultural identity.
Electronics and home appliances soar as government subsidies kick in, but once again, top e-commerce platforms are silent on overall GMV—reflecting both changing consumer habits and a 618 season that keeps breaking its own timeline.
Kicking off this year’s Cannes Contenders series is a selection from David Guerrero, creative chairman of BBDO Guerrero.
Campaign understands that both Mindshare and EssenceMediacom’s China chiefs are stepping down; WPP Media pushes regional restructuring post rebrand.
The award-winning advertising veteran and longtime creative leader is relocating to the US after a 20-year career in the region.
With localised strategy, strong fan engagement, and Disney’s knack for storytelling, Cruise Line will make its maiden voyage in December 2025. Campaign speaks exclusively with VP and regional GM Sarah Fox ahead of Campaign 360 next week.
The Tokyo-headquartered maker of the hugely popular potato fries, Calbee, is tapping into anime fandom and IP collaborations to boost sales and brand affinity in China. Read our interview with CMO Hiroyuki Miyakura.
Campaign speaks to Tony Chang of the iconic Taiwanese food brand to learn about the brand’s strategy in penetrating the Japanese market, and the challenges of localisation.
The new collaboration aims to bridge content and commerce as merchants will be able to embed product links directly into RedNote social posts.
Following Appier’s acquisition of AdCreative.ai, CEO Chih-Han Yu outlines the company’s full-stack marketing AI vision, what’s next for the firm, and the evolving role of CMOs in this era of AI-powered marketing.
In an exclusive interview with Campaign in Shanghai, the former McCann veteran gets candid about the obscurity of international awards for Chinese work, leaving a big network after 36 years, and his advice for young talent.
The famed personality test is being utilised by brands to not just categorise its consumers to relevant products, but also to inject playfulness in their campaigns. The question then—does it sell, or is it just a social-media talking point?
In an interview with Campaign Asia, global CEO Nancy Reyes and chief creative officer Chris Beresford-Hill discuss their commitment to creativity, a new global positioning, female leadership, and why they believe the best is yet to come.
The indie’s agency’s global and regional leaders sit down with Campaign to unpack their global-meets-local strategy, learnings from its various markets, and the magic of ‘speed’.
Yasuo Nishiyama and Kenji Nagura will join the new leadership team, with Masayuki Mizushima set to become chairman following Yuichi Toda's retirement.
In an exclusive interview with Campaign Asia during their recent trip to China, Ogilvy's global CEO Devika Bulchandani and creative chief Liz Taylor discuss their vision in the region, the changing face of creativity, and the reality of being a female leadership duo.
Amid a looming TikTok ban, Chinese social-media app Red is enjoying a sharp increase in users. But China’s marketing community view the phenomenon as a double-edged sword.
"When you live in China, you have to be constantly on the tip of your toes because of how dynamic it is," say Publicis Creative chiefs Kelly Pon and Tian It Ng, who share their thoughts on China’s global creative ambitions and more.
EXCLUSIVE: In a new report by Ylab and Hakuhodo Consulting, Gen Zs across eight markets are studied to understand what shapes their purchasing decisions.
BRAND HEALTH CHECK: Given the brand's revenue decline in mainland China, we ask experts about what the retailer can do to reignite growth.
TOP OF THE CHARTS: Totem’s 10th annual report on marketing and media in China highlights key 2025 forecasts, including 48% of brands planning budget cuts and a projected rebound in consumer spending through 2025 and 2026.
In an exclusive interview with Campaign, Audi China's marketers spoke about launching an entirely new brand targeted at younger consumers, competing in China's busy EV market, and picking Zheng Qinwen as an ambassador.
BRAND HEALTH CHECK: Ahead of Luckin Coffee's Hong Kong debut, Campaign asks experts if the brand's China playbook can translate to success in a new, highly competitive market.
The Chinese snack giant may be cleared of mislabeling, but the brand faces online accusations as it prepares to sue those involved for defamation.
A record number of 45 brands surpass the RMB 1 billion mark in GMV. The list of high-flyers include international giants like Apple and Nike, and Chinese brands such as Haier, Midea, Xiaomi, and Wuliangye.
China’s premium snack giant Bestore is under regulatory scrutiny after influencers exposed labeling inconsistencies. The publicly listed brand has a presence in 15 countries.
The five-week shopping marathon pushes platforms to their limits, competition gets fiercer—and the strategies savvier.
TOP OF THE CHARTS: A new report by EternityX shows that Mainland Chinese expats remain connected to their cultural roots through platforms such as WeChat, Douyin, Xiaohongshu, Weibo, and Dianping.
Jochen Sengpiehl, the former global CMO of the brand, was detained and expelled from the country after allegedly testing positive for drugs, with traces of cannabis and cocaine found in his blood following his return from Thailand.
Bang in the middle of Single's Day shopping bonanza, JD finds itself embroiled in a dual controversy with a comedian fallout and withdrawal rumours.
CASE STUDY: The success of McDonald's Children's Day campaign in China can be attributed to the power of super fans, an effective collaboration with Mr Doodle, and the creation of a limited-edition product that managed to pique collective interest.
At IAB's recent event in Hong Kong, panellists from Meta, Netflix, 9Gag, and Xiaohongshu debate the many pros and cons of AI to connect with its communities.
Podcasters and branding experts in China talk about the the importance of connecting with Chinese youth through audio content, creating a unique sound or conversation style, and the risks of slow returns on podcasts.
McDonald’s China's chief growth officer, Yabin He, tells Campaign that he deprioritises ROI in place of emotional connections and targeting the 'inner child' of consumers.
Tencent remains at the top of the list for the fourth consecutive year, and Huawei has returned to the top five.
Dentsu Creative join incumbents Saatchi & Saatchi to form a duo of creative agencies for the brand.
The former CMO of Nestlé Greater China joins Mondelēz China as vice president, marketing and growth, replacing Zhu, who recently exited following the findings of an ecommerce investigation.
New predictions by Ebiquity show that China’s economic downturn and cautious marketplace are contributing to a continuous decline in media spend.
On Tuesday, the debut of the first-ever made-in-China AAA game took the global gaming market by storm, achieving record sales across platforms and a swarm of brand collaborations.
Campaign explores Yili’s Summer Olympics marketing campaigns—which included trend-jacking memes, memorable colours, and athlete ambassadorship—and discusses future strategies to ensure the brand's lasting momentum.
Chinese brands such as HeyTea, Chagee, and Tecno are joining Alibaba in targeted sponsorships and creative collaborations abroad.
Shopee continues its dominance in the region, this time topping the Malaysia list in 2024. See which brands are challenging to move up the rankings in Campaign's research in partnership with Milieu Insight.
TOP OF THE CHARTS: The latest research from Ebiquity shows the Chinese advertising market is experiencing robust growth, with ad expenditure by key brands increasing 6.1% in 2023.
Campaign speaks to marketing experts from top agencies in China about the surge in short drama marketing, exploring how this innovative format—combining storytelling, celebrity endorsements, and direct sales links—is revolutionising brand promotion and captivating millions of viewers.
Targeting Mainland China and broader Asian markets, CTF Life's rebranding leverages its association with the renowned Chow Tai Fook Group. Campaign speaks with the brand's CSO on enhancing customer experience through this strategic transformation.
Nearly a year following a PR crisis, the Chinese cosmetics company manages to gain a cult following and has ambitious plans to penetrate international luxury markets. Marketing experts weigh in on how the brand should forge its path forward.
Veteran creative chief Chris Chen on elevating Chinese work to Cannes Lions, changing client needs, his fascination with tech, and the importance of whole-heartedly embracing Gen Z opinions.
China CMO Allen Cai expands on the importance of targeting younger consumers, innovating a global product in a local market, and the tricky balance between flavour and health.
Oatly's Greater China president David Zhang opens up about how the brand expanded into the Chinese market and pioneered a new plant-based category, all within a span of just five years.
One of China's top coffee brands is now under intense scrutiny regarding its workplace culture and customer safety.
This year’s sales period for 618 indicated a slew of new trends, including the proliferation of AI, the cancellation of pre-sales, and the growth of outdoor apparel.
In an exclusive interview, Pan Fei, CEO of the largest Chinese marketing agency group, is unapologetic about using AI to replace human outsourcing, leading creative output, and eventually replacing human employees.
Both Chinese tech giants continue to record robust growth. Meanwhile, Tencent's market capitalisation is already more than double that of Alibaba’s.
Baidu's former PR head, Jing Qu, has left the tech giant after a series of short videos which led to intense backlash on social media.
In the wake of public outrage and a significant decline in share prices, Baidu refrained from commenting on the matter.
Bilibili disputes the plagiarism claims on the video, which has already garnered over a million views on the platform.
Chun Yin Mak is spearheading a four-year business transformation amid the network's One Dentsu global rollout.
We wrap up our International Women’s Day 2024 coverage with insight from two China leaders at BBDO Asia who have plenty to share about defying gender-based stereotypes and misconceptions around female leadership.
As part of our International Women’s Day 2024 coverage, we speak to the CEO of McCann Worldgroup Japan who opens up about her sometimes-arduous journey to becoming a senior leader in a male-dominated market.
SOUNDING BOARD: Luxury skincare brand Guerlain has come under fire for its bold claims that its new $740 cream boasts the innovations of quantum science. Whilst some online have revelled it as a marvel, others are labelling it a misguided marketing attempt. Campaign asks experts to weigh in on the debate.
The Chinese video streaming service has made an annual tradition of spotting the top buzzwords among young people in its chats as a way to signal new consumption trends.
Navigating post-pandemic brand dynamics, adapting to AI's emergence, and embracing ESG values—all the insights from Campaign’s first in-person event in Shanghai since 2019.
If you know ketchup, you know Heinz. But what about soy sauce, with a touch of AI? Campaign speaks to Kraft Heinz China's Eric Yu and Cristina Kenz on their latest artificial intelligence-led campaign, the art of mastering the Chinese pantry and much more.
Rationality eclipses impulse buys, prompting brands to wage a fierce platform war for customer loyalty.
Six months after the global launch of Design Bridge and Partners, its managing director for China shares their latest award-winning work, her vision for sustainable design, and reflections on being one of the handful of female creative leaders in the country.
On the occasion of Grey Tokyo’s 60th anniversary, president and CEO Yukiko Ochiai shares her inspirational career stories, thoughts on female empowerment across Japan's ad landscape, her vision for the future, and more.
BRAND HEALTH CHECK: Born as a UGC platform a decade ago, Red (Xiaohongshu) is now chasing business opportunities from ecommerce to live streaming for brands and content creators in China and overseas markets.
In an exclusive interview, Chris Reitermann, co-CEO of Ogilvy Asia and CEO of Ogilvy, Greater China, discusses creative and social trends emerging in post-pandemic China, AI-enhanced work, Cannes and the talent crunch for expats.