The global marketplace is undergoing a seismic shift, driven by the rise of Chinese brands and their increasing influence on international consumers. In 2025, the relationship between global and Chinese brands is evolving at an unprecedented pace, marked by deepening collaborations, bold global expansions, and innovative cultural storytelling. A new report by TONG Global and the China-Britain Business Council (CBBC) explores these dynamics, offering insights into how brands can navigate this complex landscape to unlock new opportunities.
The Rise of Chinese Brands on the Global Stage
Chinese brands are no longer content with dominating their domestic market. Companies like BYD, MINISO, HEYTEA, and Pop Mart are making strategic moves to establish themselves as global players. These brands are leveraging their unique cultural narratives, innovative product offerings, and strategic partnerships to capture the attention of international audiences.
For instance, BYD, the Shenzhen-based electric vehicle (EV) giant, has been aggressively expanding its global footprint. In 2024, BYD replaced Volkswagen as the automotive partner for the UEFA European Football Championship, a move that significantly boosted its visibility in Europe. The company’s strategic use of sponsorships, flagship stores, and digital advertising has helped it position itself as a serious contender in the global EV market.
Similarly, Pop Mart, the Chinese collectibles retailer, has transformed into a cultural phenomenon, particularly in Southeast Asia. With its beloved character LABUBU gaining popularity among influencers, Pop Mart has successfully tapped into the region’s pop culture zeitgeist. The brand’s overseas revenue surged by 440% in 2024, underscoring its growing global appeal.
Collaboration: A Gateway to Cultural Relevance
Collaborations between Chinese and Western brands offer a unique opportunity for brands to reinterpret their identities through a cultural lens, creating products and experiences that resonate with diverse audiences.
A standout example is the collaboration between MINISO and the Harry Potter franchise. In October 2024, MINISO transformed its Shanghai flagship store into an immersive Harry Potter-themed wonderland, complete with themed products and interactive experiences. The launch generated record-breaking sales, with the Harry Potter product line contributing nearly 80% of the store’s revenue on the first day. The collaboration also went viral on Chinese social media, amassing 28 million views on Xiaohongshu and 1.6 million views on Weibo.
Another notable collaboration is between the British Library and Yuewen Group, China’s leading digital literature platform. This partnership aims to bridge British and Chinese literary traditions by introducing Yuewen’s online novels to the British Library’s collection and fostering creative exchanges between writers from both cultures. The initiative highlights the potential for cultural collaborations to transcend borders and create new narratives that resonate with global audiences.
The Diaspora Opportunity: Engaging Overseas Chinese Consumers
The report also emphasises the growing importance of the Chinese diaspora as a key consumer group. With close to half a million Chinese residents in the UK alone, this demographic represents a lucrative but often overlooked market. Brands that can effectively engage with this audience stand to gain a loyal and high-spending customer base.
Tiffany & Co. provides a compelling case study in this regard. To celebrate the Qixi Festival (China’s equivalent of Valentine’s Day), the luxury jewellery brand launched a campaign targeting UK-based Chinese consumers. By collaborating with influencers and creating content that celebrated diverse forms of love, Tiffany successfully drove foot traffic to its London store and increased engagement across Chinese social media platforms.
Heathrow Airport also tapped into the diaspora opportunity with its Chinese New Year campaign, “Heathrow Together.” The campaign linked traditional Lunar New Year activities with the airport’s services, creating a culturally resonant narrative that appealed to Chinese travellers. The campaign exceeded all metrics, delivering millions of impressions and hundreds of thousands of engagements.
Competition and Localisation: The New Normal
As Chinese brands expand globally, they are not only collaborating with Western brands but also competing with them. This dual dynamic presents both challenges and opportunities for incumbent brands.
MINISO, for example, has rapidly expanded its presence in Western markets, opening over 200 stores in the US and a flagship store on London’s Oxford Street. The brand’s success lies in its ability to localise its offerings while maintaining its core identity as a provider of affordable, trendy lifestyle products. By leveraging popular IPs like Marvel and Sanrio, MINISO has carved out a niche in the competitive retail landscape.
HEYTEA, the Chinese tea brand, has taken a bold approach to global expansion by prioritising highly competitive markets like the UK and North America. The brand’s collaboration with London’s Royal Ballet and Opera during a pop-up event at the Royal Opera House exemplifies its commitment to blending traditional tea culture with contemporary experiences. This fusion of tea and theatre not only captivated overseas Chinese consumers but also introduced HEYTEA to a broader audience.
Conclusion: A New Era of Branding
The rise of Chinese brands and the growing influence of the Chinese diaspora are reshaping the global marketplace. Brands that can harness the power of collaboration, cultural relevance, and localisation will be well-positioned to thrive in this interconnected world.
For a deeper dive into these trends and more case studies, download the full report by TONG Global and CBBC.
