by yk_service | Sep 8, 2022 | Shanghai
“Brand cult” is a term often used to refer to brands with highly loyal fan bases whose behaviour verges on fanaticism. The most significant difference between the cult following of a brand and usual brand loyalty is that “followers” of brand cults tend to be very...
by yk_service | Jun 9, 2022 | Shanghai
In 2018, the movie Ready Player One piqued Chinese consumers’ curiosity about the Metaverse. In one scene, a particularly stark transition between dreary everyday life and fantastic cyberworld showed a fantastic vision of where this all may take us one day. Since...
by yk_service | Nov 29, 2021 | Shanghai
Take a walk through the shopping districts and subways of Shanghai, and one face stands out. An actor with over 4.6mn Twitter followers, Eddie Peng is plastered all over advertisements: from Adidas to Hugo Boss, from Vivo to the Yili dairy drink, from Shiseido’s male...
by yk_service | Nov 24, 2021 | Shanghai
It was more than ten years ago when talent shows first arrived on TV in China. The new entertainment format was immediately identified by the country’s corporate sector as a perfect vehicle for raising brand awareness and boosting sales. China’s largest dairy...
by yk_service | Apr 28, 2021 | Shanghai
In the previous article, we have seen that it is women who have driven appreciation of a new androgynous aesthetic. As a result, intensive grooming and beautification are now the norm for countless younger men. They feel free to express themselves outwardly in a way...
by yk_service | Apr 26, 2021 | Shanghai
In February 2021, China’s Education Ministry issued a notice that called on schools to reform their physical education lessons. The aim? To make boys more traditionally ‘manly’. This immediately generated huge controversy, colliding with the belief of young Chinese...
