Marketing In China-Culture Issues

Many brands have already introduced marketing campaigns in China in connection with the country's upcoming 70th anniversary. These campaigns will often succeed or fail depending on their understanding of Chinese culture and respect for China's territorial integrity.

Be careful of using Chinese elements

• Foreign brands are understandably inclined to use Chinese elements in their campaigns.  Brands utilize everything from dragon to chopsticks in an effort to bring the brand closer to Chinese customers.  However, the inappropriate use of these symbols can actually repel the local market.
• In November 2018, Chinese netizens considered it a cultural insult when D&G asked the question "how to use 'small sticks' to eat such 'great' Italian pizza" in their promotional video on Instagram for its show in Shanghai. When the brand's designer, Stefano Gabbana, responded to the online criticism with allegations of racism, there was a backlash across China that resulted in the