Transcription
For years in China, American and European brands were seen as symbols of status, sophistication, and wealth. But that mindset is changing. In Beijing's shopping districts, homegrown brands are increasingly taking center stage, from coffee and smartphones to cosmetics and clothing. Younger consumers are embracing domestic products with growing enthusiasm. Chinese brands are more suited to Chinese people and are more in line with our style and aesthetics. Why are so many young Chinese buying Chinese brands? Chinese brands have a price advantage. They're good quality and inexpensive. People overseas are beginning to like and accept these brands, too.
A slowing economy and tight labor market mean many shoppers are more price conscious. Chinese feeling But the appeal of made in China isn't just about cost. Online, it's become a trend.
"You have met me at a very Chinese time in my life."
Influencers call it China-maxing, the embracing of Chinese products, lifestyles, and culture.
"DADDY'S GOING TO CHINA CRAZY, YO. I THINK that's"
Gavin Cooley is an American living in Beijing. He welcomes the growing fascination, saying it reflects a shift in how people in the West view China.
"I think it's really everything about the daily life here, you know, the technology, the daily life conveniences, the fashion, the prices of living here, how it's actually, you know, affordable and sustainable. And I think seeing all that in comparison to how it is like in America, where it's not affordable, there's not really those conveniences or affordabilities, it's just it's something where they really want to go experience it and support it."
An opinion poll released last month suggests China's global approval rating rose to 36% in 2025, surpassing the US by the biggest margin in nearly two decades. Beijing is trying to position itself as a stable global power as conflicts and political divisions deepen elsewhere. American brands remain deeply embedded in China and continue to attract millions of customers, but they no longer enjoy the automatic advantage they once had. For young consumers, buying Chinese is tied to a rising sense of confidence in China and its place in the world.
Katrina Yu, Al Jazeera, Beijing.