Explorez tous les épisodes du podcast ShanghaiZhan: All Things Global Marketing, Advertising, Tech & Platforms

What happens when an industry built on creativity becomes afraid to take risks? Ali and Bryce welcome Eugene Cheong, former Ogilvy Asia Pacific Chief Creative Officer, for a candid conversation about his book, Cowards Don’t Go to Heaven. From AI-fuelled mediocrity and algorithmic echo chambers to the courage to find your own voice, Eugene challenges advertising’s obsession with playing safe—and shares how losing his job helped him rediscover his love of the craft. Eugene Cheong spent more than three decades in advertising, including ten years as Ogilvy Asia Pacific’s Chief Creative Officer, and was named one of the world’s 50 best copywriters by D&AD. His book, Cowards Don’t Go to Heaven, draws on that career to explore eight habits that nurture creativity, from courage and curiosity to authenticity and perseverance.

AI may be accelerating change in advertising, but the bigger story is what happens to the industry itself. Strategic advisor Ivan Fernandes joins Bryce and Ali to debate the future of agencies. Ivan works with agency groups, marketing services businesses, technology companies, founders and investors, and writes extensively on the changing economics of advertising, agency operating models, AI, consolidation and private equity. We explore the growing power of platforms and clients, holding-company consolidation, the rise of independents, and whether brands should own their own marketing technology and data. So what does the agency of the future actually look like — and who will be running it?

Tea looks simple: leaves, hot water, drink. But behind Chinese tea sits a world of ancient trees, remote mountains, craftsmanship, collectors, and extraordinary prices. Eugene Chew, founder of Tea Urchin, joins ShanghaiZhan to explain how a chance encounter with pu’er in Shanghai became a decade-long obsession that took him deep into Yunnan. We explore what separates cheap tea from expensive tea, why old-tree pu’er commands such high prices, how terroir and aging shape flavor, and whether beginners can really taste the difference. Eugene also shares what tea taught him about rural China, mindfulness, and developing a palate.

The world isn't getting better. But strangely, we're not giving up. Welcome to “dysoptimism": the tension between a world that feels increasingly dystopian and our determination to remain optimistic about our own lives. Emma Chiu, Global Director of VML Intelligence and one of the minds behind The Future 100, joins Shanghai brand strategist Stephen Drummond to explore what this means for consumers, culture and brands. As economic pressure, AI anxiety and algorithm fatigue collide, people are finding optimism in smaller pleasures, real-world communities and experiences that bring back surprise and discovery. We explore our increasingly complicated relationship with technology, the growing desire for more human experiences, and why China continues to be a powerful engine for global trends.

Dean Sciole loves Chinese EVs, and thinks you will too. Dean has spent decades building brands for some of the world's biggest automakers, including Cadillac in China and premium EV brand Avatar. After witnessing China's automotive transformation firsthand, he believes the world's most exciting innovations in mobility are no longer coming from Detroit or Germany—they're coming from Shenzhen, Shanghai and Chongqing. In this episode, we explore how China leapfrogged the West, why Tesla became the unexpected catalyst for China's EV boom, and what happens when cars become software platforms instead of machines. We also tackle the biggest challenge ahead: can Chinese automakers build brands people love—not just products people admire? Whether you're an automotive enthusiast, marketer, or simply curious about where innovation is heading next, this conversation offers a glimpse into the future of transportation—and why it may arrive sooner than most people think.

Carol Zhou returns to ShanghaiZhan nearly 100 episodes after her first appearance to explore how China's beauty industry has transformed from an emerging trend into a global innovation powerhouse. As Senior Vice President of Business Innovation & Investments at Shiseido China, Carol shares why the future of beauty is no longer about products alone—but about ecosystems, consumer obsession, AI, and the next generation of global brands.

China has over 50,000 brands going global: which ones will survive? China has more overseas enterprises than ever before, but volume alone does not build a brand. Jan Harling has spent 15 years inside that expansion, holding senior roles at Huawei and OPPO before founding VirtusAsia, a boutique marketing and media consultancy based in Hong Kong. He joins Bryce and Ali to break down what separates the Chinese brands that are making a lasting global mark from the ones that are burning budget to stand still.

Is there a balance in the creation of advertising and the use of AI? Many are signaling a massive transformation of the industry. With cutting-edge AI video creation tools, China is at the forefront of this paradox. We spoke to Arthur Ma, co-founder of Red Horse Productions, one of China's leading advertising and commercial production houses, with 16 years of experience in building international campaigns for brands such as L'Oréal and OPPO. He joins Bryce and Ali to map out exactly where AI fits in modern ad production, and where it hits a wall, requiring a human creative leap to close the gap. Key takeaways: AI now touches roughly 30-40% of his projects, but mostly for early-stage creative (storyboards and concept visualization), not final footage Premium and celebrity-driven campaigns (L'Oréal, top athletes) still demand real shoots; AI is reserved for motion-fill or budget-constrained work One Viagra campaign went heavily AI-generated to hit a 3-week deadline and a fraction of the budget a traditional feature-style shoot would require Chinese consumers show far higher comfort with AI in advertising than US audiences (85% vs. 16% approval), though Arthur argues authenticity still drives emotional impact The real differentiator isn't the tool. It's communication skills, creative judgment, and the ability to make the creative leap AI can't generate on its own

Would you consider yourself a "slogger" or a "kisser?" We've all been told that there are only two ways to the top. You either go the slogger route, grind yourself to a fine powder, give up your weekends and social life to get ahead, or you master the dark arts of office politics as a kisser. Joining us are Bhasker Jaiswal and Anupam Mukerji, authors of The Zen Hustle Code. They’re here to pitch a third archetype: the Zen Hustler. It’s a career operating system that replaces mindless hustle with deliberate leverage—and they've got the sporting anecdotes and 'real-world' scars to prove it actually works.

For Shanghai Zhan’s “100th episode month,” Bryce and Ali welcome back Gordan Domlija for a fast-moving riff on the biggest themes from the show’s history: the collapse of the old brand/commerce divide, platform overload, creators as media channels, AI’s impact on agency value, and why cultural fluency is becoming a commercial advantage.

Is the old China-first Asia marketing playbook breaking down? In our 100th episode, Julien Lapka joins Shanghai Zhan to discuss how China, Japan, and Korea are becoming a more connected cultural triangle. The conversation explores how travel, social media, beauty, retail, hospitality, craft, food culture, and algorithm fatigue are reshaping consumer expectations across Northeast Asia — and why brands may need to think less in terms of isolated markets and more in terms of regional cultural influence.

Episode 99!: Mariano Bosaz, author of Digital Mindset: Marketing Strategies in the Age of AI, joins the podcast to argue that “digital transformation” is no longer a department, a buzzword, or a consultant’s slide deck. It is now a personal survival skill. Mariano explains why leaders who treat AI as optional are already behind, why analog mindsets still dominate large organizations, and why brands must shift from chasing attention to creating real consumer involvement. From Formula One simulations and AI agents to synthetic creators, disclosure anxiety, and China’s speed-at-scale, this episode asks whether marketers are ready for a world where disruption hits individuals rather than companies themselves.

In this episode of Shanghai Zhan, we delve into China’s innovation paradox, exploring how the landscape has shifted from a gold-rush mentality to highly competitive, sophisticated market dynamics. As we discuss the challenges and opportunities for foreign entrepreneurs, you’ll gain insights from industry leaders who have firsthand experience navigating this complex terrain. We're joined by Manoj Mehta who is the CEO of Naked Group, a Shanghai-based company that promotes a sustainable lifestyle through luxury resorts and shared workplaces. With over 15 years of experience in China, Manoj shares his insights on the evolving consumer demands and competitive landscape. Returning guest Ker Gibbs is a seasoned expert, author of "Selling to China," and former president of the American Chamber of Commerce in Shanghai.

China is now #2 in the soft power rankings. How is this possible? In recent years, China’s influence on the world stage has grown significantly, now ranking second in global soft power right behind the United States. This post delves into the factors contributing to this rise, including the unique blend of government initiatives and grassroots movements, as discussed in our latest episode with Brian Wong, chairman and founder of Radii Media. China’s recent ascent in the Global Soft Power Index reflects its evolving cultural narrative, driven by a mixture of state-led initiatives and organic grassroots movements. Its rise in global soft power is a multifaceted phenomenon shaped by both government initiatives and grassroots movements. China is still navigating cultural narrative, with its unique blend of traditional values and modern influences, which will play a crucial role in how it is perceived internationally.

In this episode, the hosts engage in a lively discussion with Bassam Qureshi about the complexities of cultural resonance in marketing. They explore whether brands can create cultural moments or merely reflect existing cultural trends. The conversation delves into the impact of personalization and AI on marketing strategies, the importance of understanding cultural insights, and the lessons learned from global markets like China and Japan. The episode emphasizes the need for brands to have a strong point of view as they navigate the challenges of a fragmented cultural landscape.

Welcome, David Feng, a railway visionary, explores the transformative impact of China's high-speed rail system. They discuss the sociological implications, the changing nature of work, the competition between air travel and rail, and the future of urbanization in China. David shares insights on the sustainability of railway growth, the potential for exporting China's railway model, and the integration of electric vehicles with rail systems. The conversation culminates in David's recommendations for must-try railway journeys in China. Takeaways China's railway system is a model for urbanization. High-speed rail is reshaping social dynamics in cities. Work habits are changing due to improved rail connectivity. Air travel is declining in favor of high-speed rail. Domestic tourism is on the rise thanks to rail access. Railway growth faces sustainability challenges amid debt. Exporting China's railway model is complex but possible. Future rail projects may connect more Asian countries. EVs and rail systems can complement each other. Urbanization will evolve with changing population dynamics. 00:00 Introduction to Shanghai Zhan and the Railway Miracle 02:17 David Feng's Journey into Railway Systems 04:55 Sociological Impact of High-Speed Rail 07:43 Changing Work Habits and the Gig Economy 10:08 The Future of Airlines in a Rail-Dominated Landscape 12:36 Domestic Travel Trends and Tourism in China 14:58 Financial Sustainability of China's Railway System 17:25 The Evolution of Urban Identity and Hukou System 25:12 The Evolution of China's Rail Network 25:53 Exporting Railway Technology: Opportunities and Challenges 26:57 Integrating Local Transport with Chinese Rail Systems 31:33 Competitive Advantages in Global Railway Infrastructure 33:34 The Future of EVs and Railways: A Complementary Relationship 38:29 The Future of Railway Infrastructure in Asia 40:03 Memorable Railway Journeys: Recommendations and Experiences 41:29 Urbanization and the Future of Railway Infrastructure

In this episode, we engage in a lively discussion about the evolving landscape of marketing and consumer behavior in China, particularly in light of Totem Media's China Marketing and Trends Report. They explore the increasing negative market sentiment, the shift from offline to online retail, and the rise of social commerce. The conversation also highlights the importance of brand positioning and innovation in a competitive market, with insights from guests Chris Baker and Minnie Wang, who share their expertise on the current trends and challenges facing brands in China. The episode delves into the concept of 'happy spending' among Gen Z consumers and the growing significance of experiential consumption over traditional product purchases, emphasizing the need for brands to adapt to these changing consumer preferences. takeaways Shanghai has matured significantly since the last visit. Social commerce is key for brand marketers in China. Consumers are becoming more choosy and rational in their purchases. Experience consumption is outpacing product consumption. Brands need to demonstrate value and innovation to stay relevant.

In this episode of ShanghaiZhan, hosts Bryce Whitwam and Ali Kazmi discuss the evolving landscape of branding and marketing, particularly focusing on the cultural leapfrogging of Asia over the West. Joined by APAC marketing expert Krishnan Menon, they explore the implications of consumer behavior, the role of AI in branding, and the importance of differentiation in a saturated market. The conversation also touches on predictions for 2026, emphasizing the need for brands to adapt to changing consumer expectations and the significance of building meaningful connections with audiences.

We discuss the evolving landscape of social commerce, with a particular focus on TikTok Shop and its impact on brands and consumers. We explore the role of brand accelerators, the importance of creativity in marketing, and the effectiveness of live stream shopping in the U.S. with guest Danni Lin, co-founder of Nextt Group. Danni shares insights on how brands can leverage creators, the significance of branded versus shoppable videos, and the challenges of consumer behavior in a coupon-driven economy. The conversation also highlights a successful case study of Toy Zero Plus, an art toy brand, and its strategies for thriving in the competitive TikTok marketplace.

The 2026 FIFA World Cup is just around the corner, and Asia will be sending eight teams to the biggest tournament in football history — expanded to 48 nations across the United States, Canada, and Mexico. Japan, South Korea, Iran, Saudi Arabia, Australia, Qatar, Iraq, and Uzbekistan have all secured their spots, representing a continent where football passion runs deep. But there's one glaring absence from this list: China. The world's most populous nation will once again watch from the sidelines. It's a paradox that becomes more puzzling with each passing tournament — how can a country with such resources, ambition, and a president who personally dreams of World Cup glory, fail so consistently at the world's most popular sport? To help us unpack this mystery, we're joined by Cameron Wilson — a longtime China resident, cultural observer, and arguably the most passionate voice in English-language Chinese football coverage. 1. Let’s start with the basics: What first drew you into Chinese football? 2. You've long argued that football is a reflection of society. What do you mean by that? 3. What role does fandom play in Chinese football today? Is it the same as Europe? 4. What's the difference between basketball and football in China? 5. What's the culture of success for football in China? 4. Is the gap between watching football and building football widening in China? 5. Let’s flip it: What has China done right in football? 6. You also release music under the alias Shanghai Ultra, and your latest album is called Wavering Loyalty. Why that title?

The agency model isn’t just unraveling — it’s turning into a navy full of pirates. As holding companies consolidate century-old brands, AI accelerates production, and CMOs prioritize short-term numbers over long-term brand building, the industry is entering its most radical reinvention yet. The ships are getting bigger… but the real action is happening on the pirate boats circling them. To unpack what this means for creativity, talent, and the future of agencies, we’re joined by David Mayo — veteran strategist, former WPP leader, founder of ADNA/NADA, and long-time provocateur behind some of the industry’s most iconic brand transformations. David’s mantra, “Think like the Navy, act like the pirates,” becomes a lens for everything we discuss. This conversation cuts past nostalgia and into what’s actually changing — how consolidation alters creativity, why small senior “pirate crews” may beat giant fleets, where AI elevates (and flattens) taste, and why brave clients still make the bravest work. This isn’t about mourning the old model — it’s a blueprint for how pirates and navies will coexist in what comes next. 1. Where did this mantra come from, and what does it really mean for how agencies should operate? 2. Has efficiency quietly become the enemy of originality? 3. In consolidation, what are CMOs really buying — governance, speed, convenience, or safety? 4. What gets lost when rosters shrink and risk disappears? 5. Are century-old creative agencies closing because of economics, structure, or culture? 6. Are today’s brands less emotional and more functional — and is that a permanent consumer shift? 7. In markets like China, where consumers hop between thousands of product options, does traditional brand building still matter? 8. How do challenger products (like black toothpaste with gold) disrupt giants such as Colgate — and why do big brands often miss these trends? 9. Will creative differentiation increasingly come from influencers rather than brands themselves? 10. Are small, senior “boutique crews” better positioned than holding companies to deliver breakthrough work? 11. What type of senior leaders are thriving right now — and what skill sets are actually evolving? 12. How will in-house studios, AI tools, and brand-side agency veterans reshape the future creative ecosystem? 13. Are we moving toward generalists powered by AI, or specialists supported by AI? 14. Is the “Uberization” of agencies — on-demand teams assembled per brief — a viable future model? 15. How should marketers think about risk, creativity, and the narrowing “corridors of freedom”? 16. Why do brave marketers still create the best work — and how can today’s CMOs champion creativity amid shrinking timelines and rising pressure?

Research from NYU Stern professor Suzy Welch shows that only 2% of Generation Z possess the core values that hiring managers value most: achievement, learning, and an "unbridled desire to work." Instead, Gen Z emphasizes self-care, authentic self-expression, and helping others—a values mismatch that Welch suggests could "reshape the future of work." However, this clash of generational values occurs at a critical moment for advertising: AI tools are replacing the entry-level roles that once served as the industry's training ground, while agencies claim they desperately need young talent for cultural insights and fresh perspectives. To help us understand this paradox, we're joined by Shane McEwen, Global Talent Acquisition Director at Stagwell—one of the challenger holding companies actively reimagining what a modern agency network looks like. With over 15 years of experience building teams across technology, media, and advertising sectors, Shane is at the center of this generational showdown. At Stagwell, he's responsible for attracting and developing talent across their portfolio of modern marketing agencies, from Assembly to 72andSunny. His role forces him to confront the key question: If young people don't value "workcentrism" and AI can perform their traditional tasks anyway, what is the business case for hiring Gen Z? 1. How has your China experience impact your career now in New York? 2. Are we misunderstanding Gen Z or are they misunderstanding us? 3. How do you establish a corporate culture when everyone is remote working? 4. What about going to clients? How do you establish connections with clients? 5. How do you get feedback from different teams and agencies? 6. How do you keep that junior/senior mentorship that's fundamental to agency culture? 7. Which of the interns will you end up hiring for full-time gigs? 8. How do you maintain the passion after the first 2-year "honeymoon period"? 9. What do you see the skills changing now that the AI is in play? 10. What about displaced senior talent? How can they stay in the industry? 11. Are ad agencies confining themselves to a small part of the marketing mix? 12. Any advice for educators?

The advertising industry's talent crisis isn't coming—it's here. As AI automates junior roles, consolidation eliminates mid-level positions, and holding companies restructure at unprecedented speed, professionals at every level are asking: what's next? We're joined by Jean-Michel Wu, a two-decade talent expert who has held leadership roles at creative and media agencies, including WPP, IPG, and beyond. Now the founder of Tripitakka Consulting, he coaches individuals and organizations navigating this transformation. This conversation isn't about doom-scrolling the industry's decline—it's about the practical shifts happening right now and how to position yourself for what comes next. 1. What shift in the talent market are agencies not seeing yet—and why do talent people see trends before the headlines? 2. Publicis restructured dramatically a decade ago. Were they right to move fast, and what can we learn from that now? 3. What type of senior leaders are successfully evolving their skill sets, and what are they doing differently? 4. From entry-level to executive—what's the one skill that matters most in this new landscape? 5. Are we moving toward generalist roles powered by AI, or specialist experts with AI support? 6. How does the consulting model compare to agencies when it comes to talent structure and compensation? 7. What's the fundamental role of talent management in 2025—and how must it change? 8. Why is psychological safety suddenly a talent function priority? 9. If clients change how they pay agencies, will that finally force the "one P&L" issue? 10. You coach people who've been laid off. What limiting beliefs do you encounter, and how do they break through? 11. The fractional/consulting life—is it actually viable, or just a nice story we tell ourselves? 12. What advice do you have for entry-level professionals when agencies don't know what to do with them anymore?

What would a new model agency look like today if we were going to build it from the ground up? There's been a lot of news about the decline of the agency network model. In a landscape defined by AI disruption, platform dominance and the collapse of legacy holding structures, agencies are being forced to reinvent themselves - fast. We are honored to have our good friend, Jacco ter Schegget, now a board-level advisor and consultant. He was a former CEO of Publicis Groupe Benelux, JWT Asia, and was our colleague in China as President of OgilvyOne from 2014-2017. This episode is not about nostalgia, but provides practical ideas on how to move forward. 1. Besides AI, what do you believe are the biggest forces shaping the future of marketing agencies today? 2. Are the changes all about technology, or do traditional organizational structures impact it? 3. Does a single P&L mean that senior heads will roll, or can you manage this more effectively? 4. What made agencies so big in the first place? 5. Is there a correlation between the decline of the agency and the loss of its strategic value? 6. If you were building a marketing services platform from scratch today—with your own money—what would it look like? 7. Do we see the services stripped down, given the simplicity of the new OEM manufacturing model? 8. Where do you see the strategist's role in the new agency model? 9. What's the role of the creative leader? 10. What will happen to entry-level executional staff if AI replaces them? Will new agencies just consist of senior-level people? 11. What should we be teaching young people who want to get into the new agency? 12. What would you keep and kill from the previous model for the new one?

In the influencer economy, it has become increasingly common for influencers to go beyond promoting other brands and create their own. There are several challenges. Product quality could backfire, the product itself may not be the right fit. Given the risks of product sales and influencer reputation, are influencer brands worth the investment? We are joined by Dr. Majid Bahi, Global CEO of Socially Powerful, a global, award-winning, social-first marketing agency powered by technology and creativity. Founded in 2017, the agency operates across the UK, US, Europe, UAE and China. Majid has a PhD in Bioelectronics. 1. Majid's journey & Harry Styles' Sex Toy Brand 2. How do influencers handle sensitive topics? Is it important to find someone who's squeaky clean to represent your brand? 3. Where do you still see brands/agencies failing at creating effective influencer marketing? 4. How do we measure expectations with established influencers who still may not understand the power of influencer marketing? 5. When is the time when influencers decide to launch their own brand? 6. What's the insight process that helps influencers decide to go into the branding business? 7. Can small, niche brands actually compete with big companies that have massive R&D departments? 8. What's your POV on synthetic or virtual influencers? Does it conflict with authenticity? 9. Do you think China is still important in terms of seeing global trends? 10. What recommendation do you give to those who want to be influencers?

Special treat this week! We're sharing an interview Bryce made with Wenchi Yu on Perspectives. Host Wenchi Yu speaks with Bryce Whitwam, a seasoned marketing professional with extensive experience in Asia, including 17 years in China, where he led major advertising agencies and founded his own. Bryce highlights the "seismic shift" in marketing and consumer behavior brought about by the rise of multifunctional digital platforms such as WeChat, Taobao, Douyin, and Xiaohongshu (also known as Red Note). The conversation also covers the rise of Chinese domestic brands, a phenomenon known as "Guo Chao 国潮," like Luckin Coffee, which have challenged foreign brands such as Starbucks. Whitwam argues that while consumers may sometimes boycott foreign brands like H&M for nationalistic reasons, they generally base their purchasing decisions on product quality and trust. Despite tariffs and the closure of the "de minimis" loophole, Whitwam predicts an increase in direct-to-consumer sales from Chinese manufacturers to the U.S.. He views these tariffs as a "failed policy" that will lead to higher prices for consumers. Bryce Whitwam contributed a chapter, MARKETING AND SOCIAL MEDIA: Staying Ahead of the Most Dynamic Market on Earth, for Ker Gibbs' Selling to China: Stories of Success, Failure, and Constant Change. Bryce Whitwam is also a co-host of ShanghaiZhan, a podcast about all things China marketing, advertising, tech and platforms. 00:00 The Digital Revolution in China 02:46 Bryce's Journey in Marketing and Advertising 05:40 E-commerce and Social Commerce Transformation 08:38 The Shift in Advertising Strategies 11:40 The Rise of Short-Form Video and Influencer Marketing 14:32 Understanding Chinese Social Media Platforms 17:42 The Impact of Domestic Brands and Guo Chao 20:08 Navigating Geopolitical Tensions and Consumer Preferences 23:12 The Future of US-China Business Relations 25:43 Conclusion: The Competitive Landscape Ahead

We bring back ShanghaiMailbox! Thanks for your questions. Here are the questions you submitted that Ali and I answered on today's podcast. 1. If you had your own money, what’s one Chinese startup or trend you’d invest in right now that most foreigners have never heard of? 2. Learning Mandarin used to be the rage, but now it’s less popular. With all the powerful apps and AI is it still worth learning a second language? 3. How do you think of online dating in China? That is, the online “Relationship-shopping” culture. 4. What differentiates agencies if everyone is using the same AI tools or platform? 5. What lessons have been learned from the latest and successful Coca-Cola + Pop Mart Labubu collaboration?

Has agency consolidation begun to backfire? The media agency is undergoing a massive transformation as holding companies consolidate their operations & rebrand around unified entities. What does this seismic shift mean for the future of the industry? Will the industry's current path lead to better outcomes or just more cost-cutting? Joining us is Mark Heap, Founder of Mark Heap Consulting. Mark advises businesses on growth strategy, organization transformation & leadership development. He's the former CEO of Mindshare in EMEA and Mediacom in APAC. He spent 10 years in China from 2003 to 2013 serving roles at PHD and Mindshare.

China's business landscape in 2025 is unforgiving—consumer spending is down, competition is fiercer than ever, and companies face a brutal reality: adapt or die. The old playbooks aren't working, traditional marketing approaches are falling flat, and while everyone knows they need to change, most don't know what to do or how to do it. In this environment, the difference between companies that thrive and those that merely survive comes down to one thing: innovative leadership that can actually navigate the messy, uncomfortable process of transformation in real-time. Today, we're diving deep into what it takes to transition into your innovative superpowers with Nishtha Mehta, a sought-after international change facilitator and ICF PCC innovation coach who has been helping Fortune 500 companies and startups do exactly that for the past two decades from her base in Shanghai.

Today's episode explores a side of the China media business that everyone knows exists but few are willing to discuss. Media corruption was so prevalent in the early days of the digital industry in 2010 that it became a competitive advantage for some companies. We all knew that it was big, but how big? Today's guest goes by the pseudonym "F. B." and is the author of the memoir, "Confessions of a Chinese American Swindler: My Rise, Fall, and Exile from the Cutthroat World of Chinese Advertising." The book takes the readers deep into the heart of China's media underworld, where ambition, opportunity, and moral compromise collide. 9.

How will AI impact marketing teams, agencies, and processes? While 85% of marketers report using AI tools, they struggle to integrate AI into the workplace. How can you make work? We’re joined by Pierre Berard, former China hand and a senior marketing executive who’s led some of the world’s top luxury and consumer brands and is now the founder of alphabrand.ai. This new platform helps marketers work faster, smarter, and more creatively with AI.

How can brands visually connect with Chinese consumers? What cultural codes effectively resonate with consumers, leading to trial and purchase? Today we speak with Panos Dimitropoulos, a seasoned semiotician and cultural strategy expert. Panos helps brands culturally connect in China. He spent over a decade in China, leading Kantar's cultural intelligence team, guiding clients through China's evolving symbolic landscape. He's also the founder of Two Words Agency.

China has become a country obsessed with wellness. Over the past few episodes, we have had several guests highlight the growing importance of wellness, whether it relates to fitness or changes in the country's demographics. We thought we'd take the opportunity to take a deeper look at wellness. According to a McKinsey study, 87% of Chinese consumers consider wellness a top priority in their lives. Why is wellness such an important topic these days in China? Is this something that all brands should be incorporating into their communications? To discuss the growing importance of wellness for brands, we are proud to welcome back Henry Shen, Chief Strategy Officer at McCann Health Greater China. Henry brings over 19 years of experience that includes business strategy, brand communication, and digital integration. Henry and the team at McCann Health serve many of the leading pharma brands and is based in Shanghai. Henry is not just a supporter of physical, but also mental wellness. Henry truly embraces wellness as a licensed holistic therapist.

Over the past decade, women in China have become a driving force (pun intended) in car purchases, from compact EVs to high-end luxury vehicles. But how are brands adapting their marketing to meet the needs of female consumers? What trends are shaping their buying decisions? To help us unpack this, we’re joined by Janice Kok, Head of Strategy, and Reiko Wu, Planning Director, both at GREY & AKQA China. Janice is a seasoned strategist with over 20 years of experience in brand and marketing strategy, particularly in the Chinese market. Janice and Reiko recently released a white paper, “Her Choice, Her Ride, The Rise of Female Automobile Power in China.” 1. What's the big macro trend in the Chinese auto market right now? Are Gen Z turning away from car ownership? 2. Can you tell us about the methodology of the study? Who did you talk to, and why did you release this report? 3. What are the essential things you focus on to appeal to women in advertising? How do you keep a gender balance? 4. How do you specifically communicate attributes to women in social media? What's the role of influencers? 5. Does domestic travel and China's discovery influence car purchase amongst women? What's the role of domestic well-being? 6. Are there some brands or particular models that are more female-oriented? 7. Foreign brands are taking a beating in China, can targeting specific groups improve sales? 8. How are Chinese consumers different from their counterparts in other parts of the world?

4 out of the top 8 Apps on the US Apple Store come from China. Many are shopping platforms such as SHEIN, Temu and TikTok Shop. These platforms have strong algorithms, massive supply chain networks, and seemingly bottomless investment pockets. Is the West slowly becoming addicted to Chinese-style online shopping? We talked to Ed Sander, who is the co-founder of ChinaTalk, a Dutch service provider specializing in knowledge transfer about China. Ed also writes for the TechBuzz China substack. 1. You arrange business tours in China. Tell us about the upcoming Spring Exclusive Investor Electric Vehicle Trip. Is it too late to sign up? 2. Why has TikTok Shop struggled to get traction in the U.S. while it's been so wildly successful in SE Asia? 3. How can brands make TikTok Shop work in the U.S.? What's the magic formula? Will it come from live commerce? 4. Are some markets more influenced by cultural differences that help drive livestream shopping success? Or are Chinese just more open to new experiences? Do you think brands should engage in livestream shopping? 5. Do you think TikTok Shop makes adjustments on their platform to make shopping more palatable? 6. Is there still a place for brands or livestream commerce for cheap, impulsive products? 7. Why are you so bullish on the growth of Temu? How will they adjust for impending Trump tariffs? 8. How will Temu and SHEIN impact global markets in Europe? 9. Who has the best chance of success, SHEIN, Temu or TikTok Shop? 10. What is happening with Meituan's Keeta? How will it dominate in food delivery?

It's time to open our listener mail! We solicited questions on LinkedIn and WeChat and are ready to answer your questions about China marketing and advertising. We're joined with China's leading brand strategist consultant, Stephen Drummond. Steve is an industry legend who has worked for agencies and clients. He's now a freelance brand consultant, based in Shanghai: 1. Question: 1 : Are brands in China talking more about brand building these days? 2. Question 2: How do we keep our brand at the top of people's minds when most people ignore ads? 3. Question 3: Do eCommerce systems in China with immediate links from ads and offer purchases mean that Chinese marketers are performance-based and do not need long-term brand building? 4. Question 4: Would you say livestreaming is overhyped? Does it cheapen the brand? 5. Question 5: We're an electronics brand. Should we build a loyalty platform? 6. Question 6: What's the future of traditional retail in Shanghai? Will more stores close? 7. Question 7: Given today's economic climate, what types of brands or categories show growth in China?

We challenge the narrative surrounding China's economic slowdown to reveal an unexpected truth: today's market conditions might be ideal for patient brand builders. Alex Duncan, marketing consultant, former co-founder of a Chinese social media platform and a 15-year China veteran, shares fresh insights from his recent return to Shanghai, making a compelling case for why now – when consumer confidence is at historic lows and competitors are scrambling for quick sales – might be the perfect moment for strategic brand entry. This episode offers a masterclass on turning market challenges into long-term opportunities in the world's second-largest economy, from the paradox of convenience-killing convenience stores to why discounting is destroying brand value. 1. After 15 years away from China and 18 months away, what dramatic changes did you see? 2. How are people coping with the economic slowdown? 3. What aspects of China Speed do you miss now living abroad? 4. Does China speed equate to China efficiency? 5. Does China's slowdown turn into a spark moment to become more efficient? 6. Is the slowdown a reflection of China becoming more of a mature market? 7. Should this all be about brand building during slower times? 8. Will this impact lower funnel sales and less brand search as consumers spend less and save more? 9. Have the digital platforms made it too easy (and challenging) to build brands, and as a result, brands have become too complacent? 10. Is this the best time to enter the China market? 11. How do you encourage consumers to spend money during times like this? 12. What's with your book, Alex? When can we see it? 6.

In this report, it's called the 20/80 rule. Are we going to see a lot of brands exiting the Chinese market, or are there still opportunities? We're back for round #2, covering Totem Media's 2025 Marketing & Media Trends. Today, we talk about the 25 considerations, although we go through all of them, just the key ones. We're honored to have Totem Media Founder Chris Baker back on the show. Joining Chris is Minnie Wang, Senior Reporter for Campaign Asia. Minnie covers the marketing and advertising issues of Greater China for the magazine. 1. Looking at the considerations, #4 "Brands Still in Disbelief" - Can you explain this one? 2. Consideration #6: Experiences on the Upswing & #7 Active Hobbies are Growing - How will this translate for brands? 3. What's the 20/80 Rule? Will we expect many brands to leave the China market? 4. #14: The Great Retail Remix - How will retail survive the economic crunch? Is there anyone winning? 5. And for a bit of optimism...'#21 - China is Stil a Growth Market' - are you still bullish on China?

Word on the street that Chinese app Xiaohongshu or Rednote, as it is now called, was not expecting nor prepared for the 500K and counting American TikTok Refugees that have downloaded and migrated to the app. Is Rednote a short-lived thing? Will people eventually move back to TikTok, or has the West entered the world of "App Fluidity," where communities move from place to place without little concern for the platform they are on? To discuss this, we are joined by Shanghai-based Wai Social's Founder, Olivia Plotnick. 1. What is Xiaohongshu or Rednote? How is it different from TikTok? 2. What sparked people to migrate there, and why Rednote and not Lemon8? 3. Are we ready for a truly global platform, returning to the LinkedIn days? 4. Have we come to the point where we will see more fluidity of platform users? 5. Are people abandoning Meta platforms because of their complexity or is this the preferred GenZ user experience? 6. What about the role of community and express authenticity? 7. Will YouTube have a resurgence in the U.S.? Who will win out? 8. How can Xiaohongshu become such a community place? 9. What are the most important aspects of this incredible cultural collision? 10. How will the Chinese authority react to this amazing soft power opportunity? 11. What keeps people back when very few people post? What's the role of entertainment? Is there a balance? 12. Is this the right time for Chinese brands to reach out to Western audiences? 13. Is the whole "Rednote movement" a passing fad? 14. Will App Fluidity kill brands?

Welcome to Season 4! Today, we're also celebrating the 10th anniversary of the 2025 Totem China's Marketing & Media Trends Report, hoping to solve the biggest challenge in China marketing: is performance marketing, and are brands nowadays just focused on short-term sales gains? According to Totem's report, 48% of marketers plan to decrease their 2025 marketing budgets, and 31% now rank sales conversion as their top objective. Amid this, an economy that's shaping up to be the "new normal," a normal that surprisingly looks like everywhere else in the world. To discuss, Totem's Chris Baker joins us again this year, along with OMD China's General Manager, Ahle Kuang. We try to solve all the marketing problems in 50 minutes! 1. What are some of the big things that stood out for you in this year's report? 2. Are some categories safe, or are there decreases across the board? 3. Have local companies found a way to grow brands and increase market share simultaneously? 4. How do you balance the desire for short-term sales with building long-term brand equity? 5. For China, is brand equity purely driven by product innovation? 6. Do Chinese products need to live beyond a certain period to be considered a brand? 7. Are there things brands should avoid doing in the 2025 context?: Positioning is Everything 8. Can signature global brands in China grow with products designed for a global audience?

How has consumer research evolved since the advent of social media? Can social media drive insights, or do we still need interviews and focus groups? We speak with Wang Tao, who is the Head of Strategy & Innovation for the Shanghai-based agency Target Social. Target Social is China's largest full-service social performance consultancy, providing a complete range of services that help brands take control of their social media investment.

Are traditional festivals still essential drivers in the Chinese marketing calendar? Or are they overshadowing the modern shopping days that seemingly overpower attention? We welcome Hope Hong, founder of Chuanmer, a non-profit organization specializing in cross-cultural marketing consulting, experience planning, curation, and promotion. Hope is based in Vienna. Besides being a cultural ambassador, Hope is a mom and a digital marketing leader working at Austria's largest telco. 1. What is Chuanmener? 2. How important is Chuanmener rooted in being a Chinese mother? 3. Do you see Chinese festivals as being more critical when you're living abroad? 4. Are the modern shopping festivals diluting the traditional festivals? 5. How did Bryce connect his children to American culture while living in China? 6. How can brands effectively connect with consumers during festivals in a modern way? 7. Which brands are doing festivals differently? 8. Who is not doing festivals properly? 9. What's your favorite Chinese festival?

We're thrilled to re-broadcast an insightful episode from the Sinica Podcast, where host Kaiser Kuo sits down with Bryce Whitwam to delve into the ever-evolving world of Chinese livestream e-commerce. Bryce's latest research highlights a fascinating shift: Chinese consumers increasingly gravitate toward smaller, more personalized livestream shows that foster greater interaction with hosts. While large-scale shows with millions of viewers still exist, they’re gradually being replaced by micro-targeted streams on platforms like Xiaohongshu and Douyin, which offer a more authentic and engaging experience. This evolution carries significant implications for brands looking to connect with highly targeted audiences in China. It could hint at the future of livestream shopping in the West, especially as TikTok explores similar trends. 1. How did you first engage with the livestream e-commerce trend in China? 2. What’s the history of livestream commerce, and how has it evolved since its inception? 3. How does livestreaming contribute to consumer engagement compared to traditional retail? 4. What differentiates Douyin, Xiaohongshu, and Taobao as livestream platforms? 5. What role does authenticity play in driving consumer trust in livestreaming? 6. How do demographics like age, gender, and location influence livestream shopping behavior? 7. What are the key differences between China’s livestream strategies and the U.S.’s early adoption of TikTok Shop? 8. How are niche and microtargeted livestreams reshaping consumer behavior? 9. What challenges or disruptions could affect livestream commerce’s growth in China? 10. What does the rise of livestreaming tell us about broader changes in Chinese consumer culture? 11. Recommendations

We’re unpacking a critical issue affecting luxury and prestige brands operating in China’s discount-heavy e-commerce landscape. With platforms like Tmall and JD and emerging competitors like Douyin and Pinduoduo, brands are constantly pressured to use aggressive discounting strategies to boost sales and visibility. Jacques Roizen, managing director of China Consulting at Digital Luxury Group, joins us as an industry expert who guides some of the world’s top prestige and luxury brands through these challenges. Together, we’ll explore the long-term impact of discount culture on brand equity, why some brands are starting to ‘detox’ from discounts, and how the rise of the gray market is reshaping consumer expectations. 1. How did you enter the e-commerce luxury business in China? 2. Give us the history of premium/luxury e-commerce and how it evolved from its early days. 3. How important is e-commerce for new consumers to learn about new brands? 4. Where's the pressure for brands to discount so much? 5. Is GMV still an effective measure of performance in e-commerce? 6. How can brands discount detox? 7. Who in the organization can orchestrate a discount detox? 8. What should brands do to improve brand equity? Is livestream a way to do this?

Chinese outbound travel is returning, which is great news for luxury brands. To many brands, overseas travel has always been a source of awareness, validation and purchase. How can brands take advantage of this opportunity? We speak to Subramania Bhatt, CEO of the China Trading Desk, a digital marketing and research firm targeting these travelers. Subbu's company recently published a travel insights study that shows a changing Chinese travel demographic. Joining Subramania is Mark Shrives. Mark leads Marriott Digital Services for Asia, which is based in Bangkok. Alongside his team of 35 digital consultants, Mark guides Marriott International's APEC portfolio of hotels in directly implementing cutting-edge digital strategies. 1. What's the latest about the Chinese overseas travel situation? Has it bounced back to its pre-COVID levels? 2. From the hotel side, how might travelers be changing? 3. How have influencers impacted travel experiences? 4. What's a typical traveler customer journey? 5. What's the hotel's strategy in targeting Chinese tour groups to overseas hotels? 6. How much differentiation can you offer on an OTA platform? 7. What motivates people to shop outside China? Is it all about saving money? 8. What is the importance of using influencers to target travel experiences? 9. How have hotels integrated their offerings to the new wave of Chinese tourists looking for experiences? 10. Are we seeing an overlap in age groups and craving experiences? And why so many Chinese women? 11. Are we seeing more Chinese taking advantage of hotel loyalty platforms? 12. Do you have a hidden gem travel destination? 13. Shanghai Zhan Mailbox: Will Xiaohongshu go global?

What are China's technology opportunities for Chinese women? Are Chinese companies becoming more gender diverse, or are coveted STEM careers still largely avoided by Chinese women? We asked Dr. Susan Zhang about the state of Chinese women in tech. Dr. Zhang is a high-energy business executive and serial entrepreneur. Her journey has taken her to incredible heights in Australia, China and the UK. She has inspired many young entrepreneurs with her legacy at Google, ByteDance (TikTok), Amazon, and Canva. She is the book author of 'Life Outside My Comfort Zone', a TEDx speaker, and an award-winning role model for Women in Leadership and STEM Education.

Welcome to the world of Clienteling: it's a world where the brand manages the client relationship. It's an online/offline integration ecosystem that is alive in China, but the West has no equivalent. In the clienteling world, retail sales become online sales associates, and brands promote their products directly to the customer database, all possible thanks to WeChat. Aurelien Rigart, managing director and co-founder of Shanghai-based digital transformation consultancy IT Consultis (ITC), takes us on this journey. When will Clienteling come to the rest of the world? Listen and discover! 1. What are the biggest challenges for foreign brands embracing digital transformation in China? 2. Is there an equivalent to the Chinese ecosystem in the West? Will WhatsApp catch up? 3. Is Clienteling only for luxury and high-end brands? Will it work for FMCG? 4. How do you calculate ROI in Clienteling? Answer: It depends 5. Are there more luxury buyers, or have luxury brands kept their loyal followers? 6. Who owns the data in a Clienteling relationship? 7. Is there a separate Clienteling app for store personnel, or do they all connect through WeCom? 8. How do the stores get involved, and what's the social media connection? 9. Is Xiaohongshu more for awareness and WeChat more for the bottom funnel? 10. I don't have much money; where do I start? 11. Why are brands still behind in digital transformation? It's China! 12. Should the CRM manager run the sales department? 13. A/B Test: Ye all the way! (sorry, Taylor)

What opportunities exist for Chinese brands post-Olympics? In this world of micro-targeting and community building, smaller brands can take advantage of sponsoring Chinese athletes who may not be as expensive as sports celebrities like Eileen Gu. Did the Paris Olympics help break China's overseas travel slump? Ali and Bryce take a China marketing take on the recent Paris games.

In 2023, over 1 million Chinese students went abroad to study, and this number is increasing as the job market sours back home. Today, we speak with Sydney-based Jimmy Lim, co-founder and Managing Director of AIG Education Group, about the Chinese overseas education phenomenon and why it shows no signs of slowing down. AI will come into play in the application process as Australian universities are now flooded with applications. 1. Why is Australia still popular for Chinese students studying abroad? 2. Who is applying? What are the roles of the international schools in China? 3. How do you get into a competitive program in Australia? 4. Are they coming from the Chinese Gaokao or the "international track school"? 5. How important is a "ranked university" in China? 6. Why is Australia restricting the number of international students? 7. is international education important in China, given increased competition? 8. How is AI going to improve the education recruitment process? 9. How will new AI tools change how Chinese students prepare for university? 10. Why do Chinese parents still use consultants to help their children get into university? 11. How can international schools in China do better to prepare students? 12. What are the biggest educational AI innovations coming out of China?

What's the new evolution of Chinese e-commerce, and why will it impact how Westerners shop? Today, Ali and Bryce discuss China's new livestream e-commerce transformation. It has evolved from the days of the big livestreamers to hundreds of thousands of mini-livestreamers competing for attention with only several hundred viewers. This evolution is happening on Douyin, TikTok China's cousin, which has used its sophisticated algorithm to serve just-in-time content that intuitively knows what you might just want to buy. 1. Overview of Bryce's recent trip back to Shanghai 2. Who did Bryce interview for his live stream study? What were some of the key findings? 3. What channels do they use to engage live stream commerce? 4. Why are people gravitating towards Xiaonhongshu and Douyin? 5. The growth of mini-livestream influencers (and the decline of the big players) 6. How do mini-influencers disrupt the mass influencer model in China? 7. The importance and definition of authenticity in live stream has changed. 8. What do people buy on Douyin and what's the role of brands in this space? 9. How do brands make money on Douyin/TikTok these days? 10. Will Livestream 2.0 Commerce impact the West? 11. What will happen when we have AI influencers? Will this impact China's live stream experience?