The Guo Chao Phenomenon

For a few years now, amplified by the Covid-19 crisis, we have been hearing more and more about the Guo chao.

The Guochao is a trend that Chinese and international brands doing business in China must take into account. However, brands that integrate Guochao elements must be careful and understand the phenomenon well to avoid marketing and media disasters that discredit the brand.

You will discover via a video the origins and components of the Guo chao phenomenon.


Blog de Mya. 2022. Guochao : tendance chinoise du « chic chinois ». Accessed on 23 January.

GMA marketing chine. 2021. Guochao: ces consommateurs chinois qui commencent à privilégier les marques locales. on 23 January.

Hylinkeurope. La tendance chinoise du « Guochao » : une opportunité pour les marques occidentales ? Accessed on 23 January.