Insights · Blog & Podcast

Notes on brand growth in Asia

Short reads on positioning, premiumization and cultural branding across China, Japan and Korea — plus conversations with operators on the Commerce Beyond Borders podcast.

Levi's
Retail & activationJul 2026

Loose Fit, Tight Spot

In the case of Levi's, this SHA activation fulfills a positioning imperative (premium move in mission critical city).

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Birkenstock
CommunityJul 2026

Birkenstock's Firm Footing in China

Birkenstock's first community concept boutique in mainland China is presented like a TCM clinic x reflexology spa ...

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Dior
Brand strategyJul 2026

Dior Does the Hard Thing

Bravery Is a Brand Signal The choice to do four, near-simultaneous pop-ups of this scale is the story.

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Balenciaga
Retail & activationJul 2026

Balenciaga's Wellness Pivot... Symptom or Cure?

This looks more like a brand trying to treat the symptoms than finding a genuine cure.

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GROUNDS
Retail & activationJul 2026

GROUNDS Zero in Shenzhen

This store doesn't create the pull; it converts existing pull into owned retail, ahead of a formal store this autumn and expansion into Shanghai, Beijing…

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Lindt
PositioningJul 2026

Lindt is Tempering Retail Expectations

Lindt is a giant in the premium chocolate space ...but only now opening its first China flagship.

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FamilyMart
PositioningJul 2026

FamilyMart is building a new world called FAMIMA

FamilyMart is doing the harder thing: making the brand itself the object, cultivating it into a cultural entity rather than turning products into IP.

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Saucony
PositioningJul 2026

Saucony enters Hong Kong

Its an impressive first step into Hong Kong; premium location at K11 Art Mall, stone and concrete textures pulled from HK streets, exclusive colorways…

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Onitsuka Tiger
PositioningJul 2026

Onitsuka Tiger points to a premium path with Xintiandi flagship

In a K-shaped Chinese market, premium positioning and heritage are advantages and buffers against rising competition.

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New Balance
Cultural marketingJul 2026

Can New Balance weave the right performance x style mix?

The brand experience pairs 120 years of manufacturing heritage, with Daoming bamboo weaving, a Sichuan intangible cultural heritage craft.

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Victoria's Secret
PositioningJul 2026

From flagship to fleet

BUT it would be even better if they could link it to a cultural/content-lead approach to build a deeper connections to the brand.

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Acne Studios
Retail & activationJul 2026

Off The Feed, Onto The Page

Print, cultural marketing, and physical pop-ups are re-emerging as the tools brands reach for when the goal is depth rather than scale.

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Commerce Beyond Borders
PodcastJul 2026

Attribution, AI Agents, and the New Rules of Discovery

Roshni Nambiar

Roshni Nambiar, Senior Director of DTC Analytics & Strategy at Unilever Prestige Group, joins Renee Hartman and Chris Baker to unpack how AI, social commerce, and shifting…

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LOEWE
Cultural marketingJun 2026

LOEWE marked 180 years with quiet cultural investment, not spectacle

The placement did the work building brand culture/community outside of the mainstream mall pathway.

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Miu Miu
Brand strategyJun 2026

Miu Miu brings its global Tales & Tellers tour to Shanghai

Compounding Cultural Investments This tour isn't carrying Miu Miu's momentum alone, but it's the kind of quiet, foundational work that compounds.

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Li-Ning
Brand strategyJun 2026

Whats with Shoes and Soup?

Similar community activations are popping up across all geographies, all scale in China.

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Tissot
Brand strategyJun 2026

Is the TISSOT x Pinarello collaboration geared for success?

Premium cycling is three years into a post-Covid demand pocket — Shimano's China sales fell 38%.

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PANE
Cultural marketingJun 2026

PANE is adding cultural layers faster than new locations

PANE is converting a retail location into a cultural address.

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Rolex
Brand strategyJun 2026

Rolex brings 100 years of the Oyster to Shanghai

Collector taste is drifting toward heritage brands.

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Birkenstock
CommunityJun 2026

50 Years of the Birkenstock Boston

Young consumers - what we called China’s ZenGen at the time - have been increasingly drawn to premium casual, understated design.

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Forever 21
Retail & activationJun 2026

Forever 21 is back in Shanghai. Its fourth China attempt in 17 years

Current operator Chengdi is partly owned by Vipshop — China's leading off-price platform.

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Adidas
Brand strategyJun 2026

The 2026 World Cup ball rolls into Shanghai

Official World Cup Match Ball Since 1970 Owning football isn't a campaign objective for adidas — it's a brand identity claim.

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K-Swiss
Cultural marketingJun 2026

K-Swiss bets on Seoul to stage a fresh start

Influencers: Hyunjae (The Boyz) at the grand opening K-Swiss has opened The House of Court in Seongsu ...the flagship and pop-up capital of Asian retail…

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Burberry
PositioningJun 2026

Burberry is carefully navigating China's luxury maze

heritage brands that pay tribute to their heritage instead of pushing into other areas like streetwear.

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Commerce Beyond Borders
PodcastJun 2026

Web Summit's Casey Lau on Why China is Moving Faster Than Anyone Realizes

Casey Lau

Casey Lau, EVP at Web Summit and Co-founder of Startups HK Casey Lau has spent close to 30 years in Hong Kong building community at the intersection of startups, tech, and…

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Wilson
Cultural marketingMay 2026

Wilson Is Defending Its Claim on Tennis Culture

Brands like Wilson that pin their identity so close to a specific sport/activity need to doggedly defend their 'ownership' of the space.

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PANE
China brandsMay 2026

PANE is building a firm footing in China

PANE has concentrated its retail footprint across China's anchor markets — deliberate positioning in premium hubs, each store carrying a distinct spatial…

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Icebreaker
PositioningMay 2026

icebreaker's China ambitions just got a flagship

Liu Xueyi's presence adds cultural credibility.

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Wilson
Cultural marketingMay 2026

Wilson in China: Heritage as a Competitive Advantage in Tennis

A strong example of how global sports brands can use physical retail and experiential activations to build cultural credibility, not just visibility.

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New Balance 120 Anniversary
China brandsMay 2026

New Balance’s 120th anniversary activation in Shanghai was as much

Heritage, craftsmanship, and hero products are back at the center of brand storytelling.

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MLB
Retail & activationMay 2026

MLB’s 学长鞋 Isn’t Just a Sneaker — It’s a Franchise

As China cycles through micro-trends faster than brands can react, anchor products matter more, not less.

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Puma
Retail & activationMay 2026

PUMA still isn’t anchored to anything...and its latest retail moves

The brand spans F1, HYROX, heritage sportswear, and lifestyle retail.

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Adidas Originals
Retail & activationMay 2026

Deadpan Shop & Drop

Subtly and humor are so often overlooked in these types of brand activations.

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Levi's
China brandsMay 2026

Levi's invites Chengdu inside

A fully built narrative where her story and the brand's story become the same story.

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Palace
Cultural marketingMay 2026

Palace plants its Tri-ferg in mainland China

Location as Positioning Zhangyuan puts Palace alongside Louis Vuitton and Dior in a revitalized heritage complex — without pretending to be them.

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Sweaty Betty
China brandsMay 2026

Sweaty Betty has re-entered China with a store activation at

For brands like Sweaty Betty, built on community, empowerment, and lifestyle, that trade-off matters.

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Monocle
Brand strategyMay 2026

Monocle Signals Shanghai as a Style Hub

Monocle fits alongside Blue Bottle, Brompton, Malbon, Loewe ...like a fashion and cultural capstone for a community that has it all, seen it all.

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Commerce Beyond Borders
PodcastMay 2026

Ribs and Robots: How Tony Roma's is Modernizing a 50-Year-Old Brand

Mina Haque

Host Renee Hartman interviews Mohaimina (Mina) Haque, CEO of Tony Roma’s, about the brand’s international franchise operations and adoption of AI and robotics. Haque, a…

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Vuori
CommunityApr 2026

Vuori takes aim at China's Tennis Community

Owning a Category/Sub-Culture If a brand is going to go after a category of interest, they should do as Vuori is doing with this series by genuinely…

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Jil Sander
PositioningApr 2026

A sound strategy for brand building

Brands that anchor to a sub-cultural territory, such as sound, scent, a specific scene — build equity that is harder to replicate and slower to erode than…

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Salomon
Cultural marketingApr 2026

Noticing a pattern in running culture: it's no longer just about

Its a technical trail brand trying to hold relevance in Chinese cities where running culture increasingly lives at night, in crews, and after hours.

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Starbucks Japan
Retail & activationApr 2026

Three brands. Fashion, coffee, toys...Whats the logic?

Brands: Starbucks × BEAMS × Tomica Launch: March 27, 2026 Locations: Harajuku pop-up + BEAMS stores + Starbucks online, Tokyo Most collabs stack two…

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CAMPER
China brandsApr 2026

A lot of global brands have lost visibility in China’s rapid

In China, even incremental moves like this can be early signals of how brands are trying to reposition.

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Ralph Lauren
PositioningApr 2026

Chengdu: where flagships become brand worlds

Brands aren't just opening stores here — they're building immersive brand worlds, and the bar keeps rising.

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tansanmagnesium
PositioningApr 2026

Streetwear Needs to get a Grip

By embedding climbing culture/ethos into a brand which is mostly a street/fashion brand, Tansanmagnesium is positioned for a critical pivot taking place…

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Descente
Retail & activationApr 2026

Descente is in full bloom in Beijing

That focus shows up in how the brand tells its story: less globally-standardized performance messaging, more culturally-tuned emotional narrative.

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New Balance
Retail & activationApr 2026

New Balance x Niko and... 471

New Balance partnered with Japanese lifestyle brand Niko and...

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WE11DONE
Brand strategyApr 2026

WE11DONE turned a white tee into a one-of-one

Imperfection reads as authenticity, not amateurism.

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On Cloud
Retail & activationApr 2026

On Cloud blends pavement with party in Taipei

As running, fitness and outdoor activities continue to grow across Asia, important for brands who want to lead in the space to offer up cultural…

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Nordisk
Cultural marketingMar 2026

Nordisk Sets Up Camp at Moganshan

Danish outdoor brand Nordisk has opened its first global Brand Cultural Center in Moganshan ahead of its 125th anniversary in 2026.

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Hypebeast Cup
Cultural marketingMar 2026

Hypebeast Cup - building brand community via sport

Experiences = community Football is doing useful work here as a cultural connector — accessible enough to draw a broad audience, specific enough to anchor…

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On Cloud
PositioningMar 2026

On Cloud Steps It Up in Shenzhen

On Cloud has serious momentum in China and is among a core set of performance brands leading a secular shift towards athleisure and performance wear.

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Nike Air Max
Brand strategyMar 2026

Nike Went Back to School - with Airmax and Snacks

While Ive had some concerns about some of these activations ...credit to Nike for appreciating the link with just how localized cultural memories are.

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Malbon
PositioningMar 2026

Malbon Golf — the Shanghai flagship is open

Think less country club, more cultural hangout for a new subculture that happens to love golf.

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Lululemon
Retail & activationMar 2026

Storm Clouds Over Lululemon?

They’ve brought together the right ingredients: - Distinct, innovative product - Quality and detail that resonate with Asian consumers - Strong “cool…

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Nike
Retail & activationMar 2026

Nike × SKIMS in Seoul

The drop is amplified through SKIMS’ influencer ecosystem and Nike’s global reach — reinforcing its sport × fashion positioning.

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Nike ACG
Cultural marketingMar 2026

Nike brings ACG “Base Camp” to Beijing

Positioned as a “Base Camp,” the space is designed less like a traditional store — and more like a hub for outdoor culture.

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Barbour
Retail & activationMar 2026

Barbour Turns Heritage Into Immersion in Shanghai

Shanghai | Gate M March 20–22 Barbour’s latest Shanghai activation goes beyond retail — it’s a multi-zone experience designed to bring British heritage to…

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Nanamica
Retail & activationMar 2026

Outdoor’s Next Pivot in China: The City

Founded by Eiichiro Homma and Takayuki Fujii, the brand is known for translating outdoor performance into urban, everyday clothing — using technical…

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Tracksmith
Cultural marketingMar 2026

Tracksmith Leans Into Marathon Culture in Tokyo

Across Asia, brands connected to running are aiming to own the ritual of race weekend, with strong community events, activities and value-add.

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HOKA
Brand strategyMar 2026

HOKA Hits Full Speed in Shanghai

HOKA recently launched its Mach 7 through a two-stage city experience in Shanghai - with a branded van as its centerpiece.

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Carhartt
Cultural marketingMar 2026

Carhartt and the Rise of Workwear Culture

And brands like Carhartt are a clear example of how functional heritage can successfully cross into contemporary culture.

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PUMA
Cultural marketingMar 2026

PUMA leans into motorsport culture in Shanghai this week

By activating during Shanghai’s Grand Prix week — which increasingly feels like a city-wide motorsport festival — the brand connects its racing heritage…

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Goldwin
PositioningMar 2026

Outdoor brand Goldwin’s Seoul flagship

In Korea: the approach is different: a flagship-led presence focused on brand positioning and design credibility.

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ASICS x Thom Browne
Retail & activationMar 2026

Thom Browne × ASICS: Access, Not Just Aesthetics

Why This Matters: With this collaboration Thom Browne is aiming to move beyond fashion sneakers ...into performance sneaker culture, merging its signature…

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Commerce Beyond Borders
PodcastMar 2026

Inside Tesco With Dr. Sumit Mitra: AI at Scale and India's Retail Revolution

Dr. Sumit Mitra

Dr. Sumit Mitra is CEO of Tesco Business Solutions and Tesco India, overseeing a team that spans payroll and finance to AI, property, supply chain, and customer contact…

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Commerce Beyond Borders
PodcastMar 2026

The Strategy Trap: Why Great Plans Fail at Execution

Kevin Ertell

Most companies are pretty good at writing strategies. Far fewer are good at executing them. That gap — and what to do about it — is exactly what Kevin Ertell has spent his…

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Nike
CommunityFeb 2026

Dialing 6453: Nike’s Throwback Code for a New Generation

Strategically, this feels like Nike getting back to culture creation — positioning itself as a host for community, reminding people of the cultural…

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Kodak
PositioningFeb 2026

KODAK Apparel’s Asia rollout continues

KODAK is building a consistent presence around its nostalgic lifestyle positioning.

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Kolonsport
Retail & activationFeb 2026

KOLONSPORT's particle-level pop-up

And the design feels Korean-inspired, drawing a link to the brand heritage.

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The Beast
Retail & activationFeb 2026

THE BEAST — A Quiet Pioneer of Experiential Retail

While Korean lifestyle brands often get credit for pushing experiential retail, The BEAST has quietly been a trailblazer in China for years — turning…

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Norrona
Brand strategyFeb 2026

Is China’s Outdoor/Performance Market Getting Too Crowded?

China is a large market and can support a wide set of brands per category but positioning and distinctiveness need to be sharp!

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Jellycat
PositioningFeb 2026

Jellycat rockets ahead across Asia

The simultaneous two-city rollout signals the scale, speed and momentum that Jellycat has right now.

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Malbon
Retail & activationFeb 2026

Malbon Golf — lifestyle first, sport second in Shanghai

Golf) but cannot yet play regularly ...brands like Malbon allow them to signal their passion - while still being styling.

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Brooks
Retail & activationJan 2026

Brooks concept store highlights its position as pure runner’s shoe

Format: New concept image store Brooks might be the most trusted brand in specialty running stores globally.

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Dior Beauty
Brand strategyJan 2026

Dior Beauty — Turning Lipstick into Luck?

Chinese New Year 2026 (through mid-February) Chengdu Taikoo Li · East Plaza It’s a beautifully designed activation - merging brand codes and colors with…

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CASETiFY
Cultural marketingJan 2026

CASETiFY × G-Dragon Collaboration

CASETiFY’s G-Dragon inspired pop-up lands at a moment when the brand is growing aggressively in China, expanding from e-commerce into high-impact physical…

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Nespresso
Cultural marketingJan 2026

Nespresso’s Spring Promenade

Activation: “Spring Promenade / 驰春游廊” Lunar New Year pop-up Nespresso is great at threading together seasonal and cultural moments with special edition…

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Coach
Cultural marketingJan 2026

COACH is playing its hand well in China

CLOT brings a rare mix of streetwear credibility, premium sensibility, and deep local cultural connection.

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Hermes
Retail & activationJan 2026

A Novel & Delightful Turn for Luxury Storytelling

Two things stand out: 1 Luxury as World-building Heritage here isn’t explained — it’s experienced.

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Valentino
Brand strategyJan 2026

Valentino’s Lantern Festival

Bravo for all of the subtle weaving of the brand with culture, festival and connection to legacy.

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Fendi
Cultural marketingJan 2026

FENDI's Shanghai 'funhouse'

Wukang Road, Shanghai Flash pop-up Celebrity appearance: Tian Xuning The activation which launched on Jan 14th on Wukang Road (cultural entrepot)…

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Louis Vuitton
PositioningJan 2026

Quiet luxury, moving more behind closed doors?

The signal is that luxury is shifting towards 'being in the know,' exclusivity and 'behind closed doors' experiences.

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The North Face
Brand strategyJan 2026

Ready to explore in the Year of the Horse

Around 120 participants took part, including; brand teams, scholars, media, and KOLs.

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Kodak
PositioningJan 2026

Kodak lands (back) at Kai Tak in Hong Kong

Framed around “Old Light, New Life,” the space reworks Kodak’s analog soul into a retro-culture lifestyle hub: film-lab industrial cues, tactile…

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Penfolds
Cultural marketingJan 2026

Penfolds Putting Their Stamp Back On China's Wine Market

The activation featured Bin 389 (Australia) and FWT 585 (France) and included a cultural collaboration with Chinese artist Hua Chenyu, bringing mainstream…

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Adidas Originals
CommunityJan 2026

Adidas Originals is riding a hot hand in China:

Second: its move into community-anchored locations like Zhangyuan — outside traditional malls — reinforces that balance.

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Salomon
PositioningJan 2026

Why Salomon’s first global “skiing + trail running” dual-concept

In a market full of interchangeable “outdoor-inspired” brands, Salomon is saying: this is where we come from.

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Commerce Beyond Borders
PodcastJan 2026

Remove Friction, Not Humans: Rethinking Retail Technology

João Correia

What does it take to turn around 12 supermarkets during a COVID lockdown? Or build a centralized logistics operation under economic sanctions? João Correia has spent 25 years…

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Rosewood
Brand strategyDec 2025

Guest gateways to local travel stories

Leading luxury hotels are moving from amenities to cultural content creation.

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Nike
Retail & activationDec 2025

This activation in Beijing’s Sanlitun feels a lot more like Nike

Last week I wrote about how Nike’s ‘soup pop-up’ in Guangzhou, while being a fun/creative experiment in localization ...probably wasn’t NIKE enough.

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Rapha
CommunityDec 2025

Rapha’s First Shanghai Clubhouse

Specialty sports fashion is becoming one of the defining lifestyle signals of China’s new premium consumer.

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Spotify
Retail & activationDec 2025

Spotify Amping Up Asia from Seoul

Seoul has become Asia’s cultural amplifier — a city whose music, aesthetics, and youth culture now ripple across the region.

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Moncler
Retail & activationDec 2025

Moncler Taps China’s Winter-Sports Momentum

This is a market which is expanding rapidly, with a lot of competition in play ...so getting the brand positioning and storytelling right (right now) is…

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Nike
Retail & activationDec 2025

Is there a fly in Nike’s China soup?

The copywriting is tight, culturally fluent, and emotionally resonant — exactly what big-brand storytelling should look like in China.

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FILA
Retail & activationDec 2025

FILA's VETTA to help elevate the brand?

How far can ANTA move FILA into more premium, design-led territory?

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LOVOT
PositioningDec 2025

Is this the next Labubu?

Japan’s LOVOT just opened a flagship experience store at Shanghai IFC (Dec 2025) ...just in time for Christmas.

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Manduka
PositioningDec 2025

Manduka’s China pop-up reflects a maturing yoga market

In December, premium yoga brand Manduka opened its first offline pop-up in China at Shanghai Plaza 66, running through March 2026.

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Lotus
Brand strategyDec 2025

Lotus' “Furry Emira” Warm Collaboration w/PopMart

These collaborations reflect changes in how cars are being culturally considered.

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Duolingo
Cultural marketingDec 2025

Why Duolingo chose Tokyo’s holiday shopping season to go offline

Smart to take advantage of this peak in consumer shopping to build momentum for brand icons and community.

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Commerce Beyond Borders
PodcastDec 2025

The New Wave of Chinese Brands Disrupting Everyone

Xiaofeng (Charlie) Gu

Why are both international luxury brands and established Chinese players losing market share to local upstarts? In this episode, we sit down with Xiaofeng Gu, founder of…

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MLB
Brand strategyNov 2025

Still early innings for MLB in China

MLB continues to lead the charge in turning athletic heritage into preppy x street success, merging K-fashion aesthetics with Chinese Gen Z’s appetite for…

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Crash Baggage
Brand strategyNov 2025

Crash landing in China

The designer, Francesco Pavia, also attended the activation, bringing some real authenticity to the effort.

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Boucheron
PositioningNov 2025

Boucheron's new home in Shanghai

And thankfully ...for the nostalgic amongst us, Boucheron has green as a key brand colour ....just like Starbucks ;).

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Miu Miu
Cultural marketingNov 2025

Miu Miu Momentum

Across Asia, Prada Group is channeling real momentum into Miu Miu — transforming it from a secondary label into a cultural force.

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Staple
Retail & activationNov 2025

Staple Pigeon has landed in Shanghai

And, the collab with Randomevent should help connect Staple to the local streetwear community.

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Mercedes
Retail & activationNov 2025

Mercedes-Benz Linking to Fashion

At Shanghai Fashion Week, Mercedes-Benz unveiled its “Vision Iconic” concept and Art Night under the theme Legendary Future (传奇新生) — transforming a…

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ADERERROR
PositioningNov 2025

ADERERROR’s new Shanghai flagship

The ongoing cultural interplay across Asia, cultural cues now being shared more between China, Korean and Japan ...than ever before.

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Commerce Beyond Borders
PodcastNov 2025

Content Is the Game: Inside the Real State of Social Commerce

Dave Morrissey

In this episode of Commerce Beyond Borders, we go deep into what actually works in social commerce today — and what doesn’t. From London, former Meta & TikTok executive Dave…

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Saucony
Brand strategyOct 2025

Saucony launches a “Woolly” experiment in China

Developed exclusively for the local market, it reflects how Xtep’s steering Saucony toward lifestyle positioning — even as the brand remains rooted in…

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Uniqlo
Retail & activationOct 2025

UNIQLO tries to create some heat in lead-up to winter

As consumers chase value in 2025, Uniqlo is being passed over for either cheaper options (Pinduoduo and local staple brands) OR for more premium brands.

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Miele
Retail & activationOct 2025

Miele's Shanghai Activation Links Laundry Care to Utility & New

Last weekend, Miele launched a Cashmere Wash Experience Lab in Shanghai, in collaboration with the Chinese heritage brand ERDOS 1980.

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HOKA
Retail & activationOct 2025

HOKA's

The HOKA pop-up has nailed the styling and positioning for this activation by blending a modern, urban interpretation of outdoor with fashionable…

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Estee Lauder
Brand strategyOct 2025

Estee Lauder's Silk Road Dream Train

It’s intimate, premium and connects to an array of storytelling opportunities.

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Porsche
Retail & activationOct 2025

Porsche Pivots from Performance to Provenance

Experiences Matter: China's premium consumers don't just want products — they want experiences that reflect their identity.

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Lululemon
CommunityOct 2025

Lululemon turns an art museum into a “Good State” playground

While health and fitness trends are still running hot in China ...building depth and content are essential in elevating LULU from premium apparel to…

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Vuori
Retail & activationOct 2025

Vuori just launched in Beijing

Vuori is the brand most cited as chipping away at Lululemon in North America.

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Bambu Lab
PositioningOct 2025

Surprised it took this long

Bambu Lab just opened its first flagship store in Shenzhen — not as a showroom, but as an immersive.

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Commerce Beyond Borders
PodcastOct 2025

Entertainment, Community, Trust: Palmstreet’s Playbook for Livestream Commerce

Chen Li

Palmstreet is building what they call the world’s online “Main Street”—and the engagement is wild. In this episode, Chen Li (Founder & CEO, Palmstreet) joins Renee and Chris…

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Stanley
Brand strategySep 2025

Smart Positioning for China's Style-Conscious Market

Stanley's collaboration with Jennie from BlackPink, is aimed at elevating the brand positioning for China's notoriously selective, style-driven consumers.

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Tinder
Retail & activationSep 2025

Tinder's

Points to how brands can create activations that put the interests of the audience first while still making a strong statement for the brand.

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aespa
CommunitySep 2025

aespa x Spotify

MY VAULT - Phygital Activation K-pop group aespa partnered with Spotify for a hybrid fan experience promoting their Rich Man album across Seoul, Tokyo…

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PUBG
Cultural marketingSep 2025

Cross-Pollination Strategy: PUBG x G-DRAGON

Using cultural franchises to expand into new communities.

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Fenty
Brand strategySep 2025

Fenty's Chengdu activation points to a better formula?

Following up on last week's discussion about China activation challenges—Fenty Beauty just demonstrated a formula for balancing attention/engagement while…

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Urban Decay
Brand strategySep 2025

Urban Decay's

With the pop-up, Urban Decay tapped into back-to-school nostalgia + identity-making rituals and turned its enrollment efforts into a game.

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GAP
Retail & activationSep 2025

GAP's China Comeback: Re-inventing its image, connecting to youth

Brand revivals: need both operational excellence (Baozun's expansion + profitability) AND cultural repositioning.

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Timberland
Brand strategySep 2025

Is Timberland ready for a next step in China?

Timberland just wrapped up an 8-day activation at Shanghai's West Bund Dream Center (Sep 20-27), putting their iconic yellow boot centre stage.

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ASICS
Brand strategySep 2025

ASICS Blast Factory

This past weekend (Sep 13-14) in Shanghai, ASICS transformed a warehouse into a.

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Labubu
Retail & activationSep 2025

Labubu x Kpop star.... Talk about a potent combination!

When you combine a global viral sensation with K-pop star power in Korea's cultural hotspot, the content multiplies exponentially.

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Mizuno
Cultural marketingSep 2025

Mizuno's Lifestyle to Performance Bridge

While 'Sportstyle' focus is on streetwear culture and designs ...it hints at a deeper pedigree for the brand in performance.

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Commerce Beyond Borders
PodcastSep 2025

Make Your Own Luck: Scott Kronick on Global Growth, China Lessons & Saying Yes to the Meeting

Scott Kronick

In this episode of Commerce Beyond Borders, host Renee Hartmann and co-host Chris Baker sit down with communications leader Scott Kronick (ex–Ogilvy & Mather) for an…

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Commerce Beyond Borders
PodcastSep 2025

Collaboration at Scale: How Indie Beauty Brands Grow Together

Lynn Power

In this episode of Commerce Beyond Borders, hosts Renee Hartmann and Chris Baker sit down with Lynn Power, a former advertising executive turned entrepreneur behind several…

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Nespresso
Cultural marketingAug 2025

As a coffee lover myself, this brand campaign and pop-up from

There was a time in China (pre-Starbucks) when people doubted China would ever embrace coffee, as it was thought to be solely a tea culture.

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Lancome
Brand strategyAug 2025

Lancome’s 160-meter

swimming pool at Kerry Centre (KCJA) is another “wow” moment in a wave of 2025 brand (re)activations.

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McDonald's
PositioningAug 2025

McDonald's China is transforming 7,100+ restaurants into

Strategic considerations: Leveraging unique brand assets (IP) provides McDonalds with a different path forward.

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Adidas
Brand strategyAug 2025

Adidas' Panda Play in Chengdu

As consumers gravitate toward brands that genuinely understand local culture (ie.

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Haglofs
PositioningAug 2025

Sweden's Haglofs is preparing the opening of its first-ever Global

Haglofs, appears to be a relative late-comer to China - a market that is already chock-full of premium active wear brands.

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Commerce Beyond Borders
PodcastJul 2025

Retail Is Everywhere: Platform Commerce, Trust, and the Future of Immersive Shopping

Michael Zakkour

In this episode of Commerce Beyond Borders, Renee Hartmann and Chris Baker sit down with Michael Zakkour—founder of Five New Digital and Managing Director at The Sell Side…

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Commerce Beyond Borders
PodcastJul 2025

A VC’s View on the Future of Shopping: How Vincent Diallo Sees the Game Changing

Vincent Diallo

In this episode of Commerce Beyond Borders, hosts Renee Hartmann and Chris Baker sit down with Vincent Diallo, venture capitalist, Investment Partner at Progression and…

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Commerce Beyond Borders
PodcastMay 2025

The Perfect Storefront: Digital Commerce Excellence

Swagat Choudhury

In this episode of Commerce Beyond Borders, hosts Chris Baker (Vancouver, Canada) and Renee Hartmann (Sintra, Portugal) sit down with Swagat Choudhury, Global Digital…

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Commerce Beyond Borders
PodcastMay 2025

Inside Barbour’s Global Strategy: Quiet Luxury, Localization & Growth

Neil Parker

In this insightful episode of Commerce Beyond Borders, hosts Chris Baker and Renee Hartmann engage with Neil Parker, Managing Director of Global Distributors at Barbour. With…

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Commerce Beyond Borders
PodcastApr 2025

Deglobalization in Action: What’s Next for Brands and Borders?

Renee Hartmann & Chris Baker

Renee Hartman joins Chris Baker from opposite sides of the globe — Galway, Ireland and Seoul, South Korea — to unpack the latest developments in global trade, retail…

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Commerce Beyond Borders
PodcastMar 2025

Commerce at a Crossroads

Renee Hartmann & Chris Baker

Welcome to another episode of Commerce Beyond Borders! This week, your hosts Renee Hartmann and Chris Baker sit down—just the two of them—for a candid, insightful…

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Commerce Beyond Borders
PodcastMar 2025

Global Retail Disruptors: AI, Omnichannel, and the Future of Shopping

Paula Macaggi

In this episode of Commerce Beyond Borders, hosts Renee Hartman and Chris Baker sit down with Paula Macaggi, founder of the OFFbounds podcast, to discuss global retail…

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Commerce Beyond Borders
PodcastMar 2025

The European AI Landscape: Balancing Ethics and Innovation

Michele Caruso

In this episode of Commerce Beyond Borders, hosts Renee Hartmann and Chris Baker welcome Michele Caruso, professor of AI and data marketing at the University of Paris Saclay…

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Commerce Beyond Borders
PodcastFeb 2025

China's AI Ascent: DeepSeek, Constraints, and the Global Tech Race

Dan Wong

Join hosts Chris Baker (Hong Kong) and Renee Hartman (Portugal) on this week’s episode of Commerce Beyond Borders as they sit down with Dan Wong, AI Forum Director at the…

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Commerce Beyond Borders
PodcastFeb 2025

Why China’s Electric Vehicles Are Keeping Germany and Detroit Up at Night

Tu Le

In this episode of Commerce Beyond Borders, hosts Chris Baker and Renee Hartman are joined by Tu Le, founder of Sino Auto Insights, to unpack why China’s electric vehicle…

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Commerce Beyond Borders
PodcastFeb 2025

Digital Core, Human Layer: The Future of Global Retail Innovation

Carl Boutet

In this episode of Commerce Beyond Borders, hosts Renee Hartman and Chris Baker are joined by Carl Boutet, a seasoned expert in retail technology, digital media, and AI…

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Commerce Beyond Borders
PodcastJan 2025

Rethinking Emerging Markets: Lessons from Orbit Startups' Global Innovation

William Bao Bean

In this episode of Commerce Beyond Borders, William Bao Bean, Managing General Partner of Orbit Startups, shares deep insights from his 28-year journey investing in emerging…

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Commerce Beyond Borders
PodcastJan 2025

Global Commerce Insights: From China to Europe

Matthew Jung

In this episode of Commerce Beyond Borders, host Renee Hartman and Chris Baker sit down with Matthew Jung, global president of Jack Wolfskin and Topgolf Callaway Brands…

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