Why China Is a Highly Uncertain Market for International Brands
Why China feels uncertain to global brands — and why early judgment matters before entering the market.
English Posts
Content Can Be Written with AI, but Judgment Can’t Be Outsourced
AI can be part of the writing process, but judgment can’t be outsourced. This article explains how I use AI in content creation—and where I draw the line.
Why Strategy Often Gets Squeezed Out of Execution
Why strategy often disappears during execution—and how this plays out faster in China’s marketing environment.
Creative Advertising Still Has a Market in China — Heinz Just Proved It
Heinz’s latest campaign shows one thing: when most brands choose control, the work with a bit of creative looseness gets noticed.
China Localization: The First Judgment Global Brands Need to Make
In China localization, execution is rarely the real issue. Judgment is. Language, communication, and cultural interpretation can quietly shift a brand’s original intent.
In China, What You Do Is What You Say — Especially When Localizing
Sam’s Club and Starbucks are making big localization moves in China — and people read these shifts as signals, not internal changes. This piece explains why.