On 5th March 2025, TONG was delighted to be a sponsoring partner for the China-Britain Business Council’s annual UK-China Business Forum.

Speaking on a panel alongside Kai-Chuan Chao, the British Library’s East Asia Lead for Commercial and Cultural Partnerships, Antoaneta Becker, CBBC’s own Director of the Consumer Economy, and moderated by CBBC’s Retail & e-Commerce Sector Lead, Celine Tang, TONG’s Commercial Director Jack Porteous shared insights on building a lasting brand for China – through a determined focus on cultural relevance and brand fundamentals.

This must-attend event for the UK-China business community was the ideal location for the two organisation to launch their new report, ‘Brand Opportunities in Collaboration and Competition.’

Covering three huge trends in the Chinese consumer economy – the power of cross-brand, cross-category collaborations; the growing march of powerhouse Chinese brands to other global markets; and the growing consumption power and influence of Overseas Chinese communities – the report explores the reality of what ‘brand’ means in contemporary China through analytical case studies.

TONG would like to thank the China-Britain Business Council for organising the Forum, and for the collaboration on the report. To find out more about CBBC, visit their website.