Often overlooked and battling a bad global image, the country is now regarded as the next fertile ground for brands looking for big growth in Asia.
You know about leftover women and single's day, but what about 'zhong cao machine' and 'hand chopper'?
Digital ad spend is also set to overtake TV ad spend in the region for the first time in 2017, says the agency's latest report.
A keyword out of context can mean a missed opportunity or a branding disaster.
The agency’s latest report shows large gains in less advanced APAC markets, but with China still hugely dominant.
BRAND HEALTH CHECK: Now the shine of novelty has worn off, Pizza Hut’s lack of sophistication is hurting the brand.
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