How China’s brands are thriving in the US despite rising geopolitical tensions
The Cry Me an Ocean plush toys sat as forlornly as their name implied inside the Stoneridge Shopping Centre in the San Francisco suburb of Pleasanton. The Chinese brand Pop Mart had placed a “Robo Shop” vending machine stuffed with the small dolls on a walkway inside the mall, but passers-by barely gave them a second glance. A few shoppers said they vaguely recalled hearing the brand’s name…
In the wake of escalating geopolitical tensions, Chinese brands continue to prosper in the United States, particularly among younger, female demographics. Pop Mart, a Chinese toy and fashion retailer, exemplifies this trend, with its "blind box" sales strategy and precision advertising resonating with Gen-Z Americans. The company's lack of overtly Chinese branding allows it to sidestep potential controversy and maintain an international image, a common tactic among Chinese firms seeking to project a global image amid rising US-China tensions.
Pop Mart's success is mirrored by other Chinese companies, such as Lenovo, Shein, and TikTok, which have also tailored their strategies to appeal to niche American markets. Despite potential concerns about data privacy and product safety, Americans are increasingly drawn to Chinese brands due to their unique IP and product offerings, rather than viewing them as merely imports.
Written by urgent.news from SCMP Business's reporting — not their text. Machine-written — it may contain errors, so check the original before relying on it.
