Expert Insights from a Senior Analyst
This report, written by Blair Zhang, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in culture marketing and add expert context to the numbers.
As cultural marketing enters a more advanced stage, consumers are not satisfied with mere novelty experiences but rather seek meaningful connections with brands. Brands must demonstrate how their products and services reflect cultural values and incorporate lifestyle messages to communicate their core values.
Blair Zhang
Senior Research Analyst
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Executive Summary
- The market
- The consumer
- Graph 1: interest in emerging culture, 2023
- Graph 2: attitudes towards Guochao, 2023
- Graph 3: cultural elements associations, 2023
- Graph 4: influential factors in corporate culture, 2023
- Graph 5: activities to enhance brand perception, 2023
- Graph 6: attitudes towards cultural marketing, 2023
- Issues and insights
- What we think
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The market
- Market factors
- Marketing activities
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The consumer
- Interest in emerging culture
- Graph 7: interest in emerging culture, 2023
- Graph 8: interest in emerging culture – outdoor activities/sports, by generation, 2023
- Graph 9: interest in emerging culture, by age, 2023
- Graph 10: interest in emerging culture – Gufeng/traditional arts and crafts, by generation, 2023
- Attitudes towards Guochao
- Graph 11: attitudes towards Guochao – current development, by age and monthly personal income, 2023
- Graph 12: attitudes towards Guochao – product designs, by age and monthly personal income, 2023
- Graph 13: attitudes towards Guochao – choice of domestic brands, 2022-23
- Graph 14: attitudes towards Guochao – perception of domestic brand products, by age, 2023
- Graph 15: attitudes towards brands’ origination, 2022-23
- Graph 16: attitudes towards international brands’ localisation, 2022-23
- Chinese traditional cultural elements associations
- Graph 17: cultural elements associations, 2023
- Graph 18: cultural elements associations – culturally rich, by age, 2023
- Graph 19: cultural elements associations – suitable for female, 2023
- Influential factors in corporate culture
- Graph 20: influential factors in corporate culture, 2023
- Activities to enhance brand perception
- Graph 21: activities to enhance brand perception, 2023
- Graph 22: activities to enhance brand perception, by gender, 2023
- Graph 23: activities to enhance brand perception, by age, 2023
- Attitudes towards cultural marketing
- Graph 24: attitudes towards cultural marketing, 2023
- Graph 25: attitudes towards cultural marketing, by gender, 2023
- Graph 26: interest in emerging culture, by willing to pay more for cultural elements, 2023
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issues and insights
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Appendix – methodology and abbreviations
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