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Title: China Skinny | Research, Strategy & Branding
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Cakes. Who doesn’t love a slice of moist, fluffy indulgence? A few people, perhaps, but for most of us it’s a guilty pleasure worth savouring.
Now imagine being able to sample a whole lineup of decadent cakes, the kind that may normally be too expensive or indulgent. All while sociali...
Source: Greedy Daxin on YouTube via Bilibili
What started as a simple dessert hack has turned into China’s most surreal food trend of the season.
“Solid Mango Pomelo Sago” (固...
If you wandered into a shared studio space in Shanghai, Chengdu or Changsha on a recent weekend, you may have stumbled upon an unusual sight: twenty strangers huddled around a long table, not for a meeting or workshop, but to collectively slice their way through a dozen beautifully boxed cakes.
Things have been looking brighter for brands eyeing China’s lower-tier cities. The long-promised opportunity of vast populations, lower living costs, and increasingly sophisticated tastes is finally materialising. Consumers in smaller cities are now making discretionary purchases once seen only in b...
Brands are finally catching on to not treating China as one big generic market. Tastes and behaviours change by region, province, city or even neighbourhood, and success often depends on how meaningfully a brand embeds itself in local identity.
