What does the ‘China Opportunity’ look like for brands in the consumer and culture space in 2025?

The Chinese consumer’s appetite for cross-brand collaborations continues to grow. Chinese brands are increasingly looking to overseas markets for growth and their soft power and appeal with global consumers is on the rise. The Chinese diaspora continues to grow in major world economies – including the UK – and remains an underserved group of consumers.

What connects these three trends? All present new opportunities for innovative, forward-thinking brands to find new ways to connect with audiences, tell their stories, and gain loyal fans.

Is the rising tide of Chinese brand growth abroad and their soft power ascendence a risk, an opportunity or both? Can agile brands – large and small – build meaningful connections with Chinese students, workers and expats living in the UK?

The Chinese consumer, and the China opportunity, are ever-evolving. The China-Britain Business Council and TONG Global are delighted to bring you this report – a brand collaboration of sorts, which will hopefully inspire and inform, encourage further collaboration and friendly competition, and help brands chart a path to finding new customers.