Topics

About this talk

What, if anything, is uniquely Chinese about Chinese brands and their global experiences? As Chinese companies expand overseas under the banner of chuhai 出海, this roundtable asks what these brands carry with them, what stories they tell on the global stage, and what those stories reveal about China itself. The roundtable takes a Global China approach to considering Chinese brands, from BYD to Bosideng, and Jingdong to Shein. In this manner, we reflect on Ching Kwan Lee's question of whether China's economic expansion is distinctively 'Chinese' or better understood as a variation on familiar patterns of global capitalism. China’s globalising brands offer a vantage point on this debate, as they ask us to question economic strategy, consumer desire, and the Chineseness of culture. Should Chinese companies foreground or shield their national identity abroad? In the UK, brands might navigate lingering orientalist frameworks, in which 'Chinese' can be read as either exotic or suspect. Some contemporary brands respond by downplaying their origins in their communications, a strategy that can create a perceived lack of transparency and invite the very suspicion it aims to avoid. Other brands take a different path; Songmont, whose founder's 'be who you are' approach to identity has resonated with audiences at home and abroad, points to the possibility of confidence rather than concealment. So, how are Chinese brands judged, by what standards do consumers evaluate them, and what actually travels when a brand goes global? This is also a question of policy. For more than two decades, China's internationalisation agenda, from the early 'Going Out' era onwards, has encouraged Chinese firms to become global players. Chuhai is not new, and today we may be witnessing a new chapter of an old story, one in which intangible cultural heritage, craftsmanship and tradition are being marketised and turned into brand value. This is supported by selective Chinese state encouragement for projects that align with political goals, but a lack of support for other makers. If 'Going Out' sought to make Chinese companies global, does the commercialisation of heritage seek to make Chinese culture globally consumable, and what is gained or lost in that transformation? Through a mixture of industry and academic expertise, this roundtable will reflect on whether Chinese brands are telling stories of China or telling stories of something else. Registration This event is open to the public and free to attend; however, registration is required. This event is taking place on campus and will not be recorded or live-streamed. Organiser This event has been organised by the SOAS China Institute.

→ Book tickets / register (opens in new tab)