☕ This summer, Starbucks China turned five iced drinks into a playlist you can taste. Each cup carries a lyric, a flavor, and a mood pulled straight from a Jay Chou song. That is the short version of one of the hottest marketing cases in China right now, and it holds real lessons for any […]
Ever found yourself scratching your head, wondering how Chinese celebrities manage to stack up their wealth outside the glitz and glamour of their day jobs? It works exactly as anywhere else: they make additional money on brand collaborations, working as brand ambassadors to some of the biggest names. Ready for a behind-the-scenes peek at how these stars transform golden […]
Western brands love the gifting playbook. Send a box, wait, hope for a post. It works reasonably well in the US and in Europe, so marketing teams assume it will work the same way in China. It rarely does, and most of the foreign brands running their first campaigns here never quite figure out why. […]
