China’s explosion of brand collaborations fuels social media

Examines how a wave of creative, innovative mash-ups between brands in China is appealing to Millennials and Gen Z, fuelling social media.

Partnering for growth

This article is part of a series of articles on partnering for growth. Read more.

It’s been said that creativity is the art of combining two known things, to create something new and unknown. Well, in China, brands are taking that to heart. In a big way. There has been an absolute wave of brand collaborations (collabs) in 2019, across every conceivable industry, intellectual property and media, from Pokemon to Pop Art, from noodles to heritage calligraphy. 

And while these collabs appeal strongly to Millennials and Gen. Z, through a clever integration of heritage brands...

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