How the “Underrated” Narrative Helps Brand Growth — and How It Can Limit Brand Positioning

By The Olivia
Independent Content Strategist for the China Market
This post is part of the “Content Strategy” series. Click here to view the series introduction and why it was created.

On Chinese social media, posts titled “underrated brand” or “underrated product” are common. They are a type of content that consumers enjoy and brands find easy to create. These posts often appear alongside words like “hidden gem,” “low-key,” or “niche,” suggesting that a brand’s real value has not yet been fully recognized by the mainstream.

They work because they quickly create contrast. The reader feels slightly ahead of others — as if they have spotted something before the crowd did. For many brands, this becomes an effective way to spark early growth, especially in highly competitive environments.

But using the label “underrated” comes with trade-offs. It assumes that the mainstream market has not yet truly understood the brand’s value, placing the brand just outside dominant perception. That contrast can generate visibility and short-term sales momentum. Over time, however, it begins to shape how the brand is positioned in the market. If a brand continuously frames itself as underrated, it is likely to be seen as not yet fully established — still seeking recognition.

This positioning also affects pricing power. When a brand emphasizes that the market has not fully understood it, it becomes difficult to project pricing confidence. At the same time, asking consumers to accept higher prices requires stronger authority. Brands that rely heavily on the “underrated” narrative often need to explain more when raising prices. Their category position may also feel less stable, because attention must be maintained through new contrasts rather than through established standing.

The “underrated” label is effective. It can generate early momentum and help a brand stand out in crowded markets. But if it becomes a long-term narrative framework, the brand’s identity will revolve around value that is still waiting to be discovered. Over time, it becomes harder for the market to see the brand as fully established.

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