Global Chinese brands: Writing their own success stories across cultures

In a world hungry for authentic connections, Chinese brands are proving that cultural confidence, combined with strategic reimagination, creates lasting global impact. From luxury hospitality to social media, culinary traditions to automotive innovation, these brands aren't changing who they are - they're finding new ways to make their stories matter across cultures. 

Mandarin Oriental - A new spring to a revered tree 

Mandarin Oriental's evolution tells a story of strategic brand reimagination. After returning to profitability with US$172 million in EBITDA for 2024, according to  the company's annual report, they've unveiled their first major brand refresh in nearly four decades – maintaining their iconic fan emblem while modernising for today’s luxury travelers. 

Their enhanced "Fans of M.O." loyalty program challenges traditional point-based systems by focusing on recognition and personalisation. Each property's unique fan design, created by local artists, transforms loyalty into collectible cultural experiences. A "glocal" approach – maintaining two-thirds brand consistency while allowing one-third local expression – demonstrates sophisticated brand architecture. 

As they approach their 150th anniversary, Mandarin Oriental is proving that selective expansion and cultural authenticity can drive premium positioning in the luxury segment. 

TikTok - Driving digital cultural exchange 

In the digital realm, TikTok represents perhaps the most dramatic perceptual shift of "Made in China". Despite facing a sell-or-ban deadline in the US, the platform continues to innovate with features such as "AI Alive,”(launched April 2025), which transforms static photos into dynamic videos; this technology demonstrates how Chinese digital innovation pushes creative boundaries even amid geopolitical tensions. 

The platform's influence even extends beyond its own ecosystem. When faced with potential bans, users have shown remarkable loyalty, with many "TikTok refugees" migrating to Xiaohongshu (RedNote). Xiaohongshu surged to #1 in the US App Store in January 2025, revealing the cultural strength of Chinese social platforms, transcending political boundaries. 

Even as TikTok reshuffles leadership structures, its cultural impact remains undeniable, challenging the notion that Chinese digital innovation must follow Western templates rather than creating entirely new paradigms for global connection. 

Lee Kum Kee - Mixing culture on your palate 

Lee Kum Kee's story isn't just about sauce – it's about leveraging food as a universal language. Like a culinary ambassador with 135 years of heritage, the brand has transformed from a humble Guangdong oyster sauce shop to a global flavor architect. Their journey mirrors the Chinese diaspora – carrying the essence of home while flourishing in new soil.  

What makes Lee Kum Kee's approach ingenious is their orchestration of a culinary conversion narrative—transforming Western palates from hesitant samplers to passionate evangelists. The brand choreographs this evolution through a deliberately tiered product ecosystem—from gateway light soy sauces to the complex umami symphony of premium XO sauce—creating not merely a product line, but a flavor education that builds culinary confidence. 

The brand’s "Taste of Asia" demonstrations in mainstream supermarkets act as cultural translation moments, while collaborations with non-Asian culinary influencers cleverly reframe "exotic" ingredients as creative kitchen solutions, turning the unfamiliar into the indispensable.  

BYD, NIOs and more - Making technology a utility 

Chinese EV makers are rewriting the automotive industry amid trade tensions. Despite challenges, BYD's European sales grew 178% year-over-year. BYD has expanded to 1,200 Ionity charging locations, while NIO operates 60 battery-swap. 

stations across Europe. 

With competitive pricing and high quality, they're shifting their positioning from "Made in China" to "Smart for Everyone." This represents a profound strategic shift from manufacturing efficiency to technological innovation - addressing consumer pain points and showcasing China's evolution from production center to scalable, global innovation hub.  

Different fabrics, shared Threads 

These approaches share a common thread: evolution without abandoning cultural essence. Mandarin Oriental balances Eastern traditions with Western luxury while refreshing their identity, TikTok creates fair spaces for global cultural exchange, Lee Kum Kee bridges cultures through flavor, and EV makers reposition from price competitors to innovation leaders. 

None of these brands hides their Chinese origins, but equally, none make Chinese heritage their only story. At the end of the day, it's not about changing who you are, it’s about telling the right story.  

This article was written by Vivien Jin, strategy director at Design Bridge and Partners Hong Kong.