The TONG Take

Welcome to ‘The TONG Take’, a monthly newsletter on the latest China marketing trends and agency news on digital, creativity and consumer culture in China.

In this issue, we will be exploring the rise of popularity in snowsports and the experimental fashion that accompanies it, the importance of collaborations for young Chinese consumers, and how the notion of a ‘typical’ male aesthetic is being re-written by communities across China’s digital landscape.?

ISSUE 1

From the Streets to the Slopes

Across the last few weeks, the world’s eyes have been firmly on the top athletes at the 2022 Winter Olympics. With the tremendous rise in popularity of snow-sports as a result, we have seen many Chinese fans shaking it up by embracing streetwear-inspired "street to slope" looks. Chinese skiers and snowboarders are racing into the space and are ready to leave their mark, challenging Western ski tastes and integrating into a global culture with a new and youthful vitality.

Decoding China’s Dior x Air Jordan Love Affair

The 2020 Dior x Air Jordan collection was one of the most anticipated sneaker collaborations in fashion history, with millions of people attempting to get their hands on a pair and their resale value trebling the original sale price. The popularity of this collaboration soared within China with some pairs selling for over 87,000RMB (approximately $13,000).?

Now as there are whispers about the two global powerhouses collaborating again, TONG cofounder Adam Knight shares his views with Jing Daily on the popularity of collectors’ items like these, the importance of individuality amongst China’s young consumers, and the battle between global brands in capturing their attention.?

Men Diverting from the Mainstream

Chinese Gen-Z streaming habits point to a new means of consumption of "effeminate" male aesthetics and identity. Despite a crackdown in 2021 on variety shows featuring major “effeminate” celebrities or nurtured future idols, this trend is evolving. We unpack how such aesthetics are developing across pockets of the Chinese internet and appearing in campaigns by fashion houses worldwide.

TONG Client Spotlight: mou x Beijing 2022?

February saw the kick-off of the Beijing Winter Olympics, the first-ever to be held in China making Beijing the only city in the world to host both the Summer and Winter Games. We partnered with cult London shoe designers mou to create a content series on WeChat, championing the spirit of the Olympics and its athletes whilst inspiring audiences on the thrills of snow sports and winter attire.

Driven by the tremendous line-up of star athletes from around the world and a rising popularity of snowsports within China, we married mou’s spirit of adventure and being in the great outdoors with a celebration of national pride for the games. With striking creativity and an enhanced user journey across mou's platform, the collaboration was an exemplary showcase of explorative graphic design, inspired by the brand's ethos.?

Explore here.

On Our Radar

Read how Russia’s invasion of Ukraine has gripped the world by the New York Times. The reaction on the Chinese internet gives an illuminating glimpse into many broader cross-cultural issues all brands must consider when entering the market.

Listen to Radiolab’s podcast "Mixtape: Dakou" about pirate and discarded cassettes in China in the 80s. A fascinating glimpse of how people discovered rock music through them after the cultural revolution.

Watch ‘Light the Night’ on Netflix, a Taiwanese drama unfolding the story of a hostess bar during the 90s, offering viewers an interesting insight into how the economy was shaped by Japanese business investment at the time but also just a great Chinese language drama.

TONG is a cross-cultural agency closing the gap between brands and people in and out of China. We help global companies and organisations interpret and adapt to a changing world. Our Consult, Create and Connect services support leading brands like Estée Lauder, The North Face, Heathrow Airport, JW Anderson, Chelsea FC and Fortnum & Mason.??

Get in contact with TONG here.