Beihem

let’s stop beating around the bush! we need to rethink, deepen and broaden the way chinese and western consumers are portrayed in brand and creative work to truly be able to ensure chinese-western cross-cultural relevance. the tried-and-true chinese-western brand-consumer adaptations have lost their potency. creating chinese-western cross-cultural relevance goes much further than adaptations that focus on being present on local social media, getting products on local e-commerce, collaborations with key opinion leaders (influencers) or any state-of-the-art-technologies in digital and interactive advertising. to create relevance for clients across chinese and western consumers brand and creative work needs to accurately represent evolving needs, lifestyles and identity constructions in a way that resonates with the global western brand's chinese consumers or global chinese brand's western consumers. without amplifying differences or shoehorning in a particular trend or cultural ideolog