We’re Hiring | Marketing and Social Media Intern, Shanghai

We’re Hiring | Marketing and Social Media Intern, Shanghai

From SEO to AI: The New Era of Brand Visibility

When AI starts solving problems that have challenged mathematicians for decades, the implications go far beyond mathematics. On September 8, OpenAI announced that an internal AI system had produced a solution to the Navier–Stokes existence and smoothness problem, one of the seven Millennium Prize Problems. The problem had remained unresolved for roughly 90 years. Whether in mathematics, research or everyday information searches, AI systems are becoming increasingly capable of processing large amounts of information, connecting concepts and producing sophisticated answers. This development is also changing the way people discover and understand businesses. For years, digital marketing revolved around a simple question: Can people...

Instant Marketing: The iPhone Duo Effect

Apple’s launch of the iPhone Duo on September 9 did more than introduce the company’s first foldable iPhone. Within hours, it became a creative opportunity for brands around the world to join the conversation. This is instant marketing at its most effective: identifying a cultural moment as it happens and turning it into relevant, timely content. The iPhone Duo immediately offered marketers a simple visual idea: the fold. One of the most visible reactions came from Samsung, Apple's long-standing competitor in the foldable-phone category. During and immediately after the launch, Samsung Mobile US posted a series of playful comments on X, including...

Localized Marketing Strategies for Global Brands in the Chinese Market

Luxury localization differs from mass-market adaptation. Mass brands adjust product features; luxury houses must adapt meaning-making without diluting the scarcity and heritage that constitute their core equity. Burberry: Staging the Archive Burberry rebuilt its British codes as physical encounters in China. Its "Summer Secret Garden" pop-up at Shanghai Plaza 66 converted trench coats and House check into a navigable English garden maze. At the 2025 CIIE, it debuted Shanghai-exclusive trench coats embroidered with "SHANGHAI." The archive is not translated for China; it is staged there. Prada: Public Art as Participation For the 2026 Year of the Horse, Prada unveiled "Triangle Fire Horse," a public...

What Should a Brand Check Before Entering a New Market?

When entering an overseas market, companies usually focus on market size, product demand and marketing channels. But one question is often overlooked: Is your brand ready to enter the market? Going global is more than translating a website, launching social media accounts or finding local sales channels. Companies also need to consider their brand, intellectual property, marketing content and relationships with local partners. Your brand name: Is it available? A brand that can be used freely in its home market may not necessarily be available in an overseas market. Before entering a new market, companies should check whether similar or identical brand names, trademarks...

B2B Content Marketing’s “De-Advertising” Shift: What Clients Actually Want to Read

Many B2B companies follow a predictable formula for their press releases: list product features, pile on technical specifications, and end with contact details. The result? Decent page views, but conversion rates that keep heading south. The issue isn't content quality—it's content logic. Today's B2B buyers have already done extensive research through publicly available information before they ever speak to a sales rep. They don't need to be told "we're the best." What they need is someone who can help them make sense of industry dynamics and break down their real business challenges. A few numbers tell the story. According to a joint...

Second-Hand is the New Status Symbol

How is marketing changing what we value in fashion? For years, fashion marketing followed the simple formula: new means desirable. A new collection. A new trend. A new "must-have" item. Social media has played a role in accelerating the cycle, with microtrends appearing and disappearing within weeks. Yet increasingly, fashion consumers are looking in the opposite direction: toward pieces that have already been worn, rather than those just released to the market. As brands and consumers increasingly promote second-hand fashion through ideas of individuality, authenticity, sustainability and longevity, marketing may be helping shift the value consumers place on newness itself. The product hasn’t necessarily...

The Art of Localisation: Visual Design as Cultural Bridge

In a globalised world, entering a new market is not about imposing a foreign identity, but about initiating a visual dialogue, one that respects both brand heritage and local sensibility. Brand visual design, executed with cultural intelligence, translates a brand's essence into a language the local heart already knows. This is transcreation, not translation. Food Brands: Crafting Local Stories Oreo's collaboration with the Palace Museum reimagined the classic cookie as "court-style pastries." Packaging evoked crimson walls and golden tiles, while cookies were embossed with dragons and ruyi symbols, yet the black‑white wafer remained untouched. The core identity stayed intact; the visual shell...

Navigating China’s F&B Digital Marketing Landscape

China remains one of the world's most dynamic markets for food and beverage brands, but succeeding requires much more than offering a high-quality product. In today's digital-first environment, visibility, localization, and compliance have become the key drivers of sustainable growth. Chinese consumers discover, evaluate, and purchase products through an integrated digital ecosystem. Platforms such as WeChat, RedNote and Douyin, play a different role along the customer journey. A notable example is Lavazza, the Italian coffee brand that has built a strong presence in China by combining its Italian heritage with a localized digital strategy. Instead of simply promoting its products, Lavazza...

2026 World Cup: A Global Opportunity for Digital Marketing and Entertainment

With 2026 FIFA World Cup, which started on June 11th, the focus on the event increases not only for football enthusiasts, but also for companies, brands and communication professionals. The 2026 edition, co-hosted by the United States, Canada and Mexico, represents the biggest football event ever organized, but its impact goes far beyond the sport sphere.Nowadays, big international events represent real entertainment, cultural and business ecosystems. Concerts, festivals, immersive experiences, interactive installations, and new digital marketing perspectives will accompany the matches, transforming the World Cup in a global engaging platform that will involve millions of people, both in real life...