Cautious Widespread Approach In 2026, many European companies will continue to approach China with a certain degree of caution. The market is often perceived as an experimental ground, with limited budgets, small teams, and occasional campaigns. The objective for many has generally been ‘test, observe, then decide’. This approach may have worked ten years ago. […]
The Chinese market continues to evolve at an unparalleled pace. By 2026, brands will no longer be able to rely solely on adapting existing Western strategies. They will need to design China-first approaches, rooted in local practices, Chinese platforms, and community dynamics. With the rise of social commerce, influence, data, and immersive experiences, marketing in […]
In Shanghai, the Christmas period is no longer just a commercial peak, but a true strategic moment, where luxury brands compete to capture attention, spark emotion, and build lasting relationships with their audiences. With its Constellation popup, located at the heart of Qiantan Taikoo Li, Chanel perfectly illustrates this shift by transforming retail space into […]
A strategic analysis focusing on cross-cultural issues, bilingual storytelling, and brand identity – by HI-COM Asia Shanghai is now acting as a global laboratory for innovation in the luxury sector. A creative capital, technological hub and nerve centre for Chinese Gen-Z, it is enabling the emergence of a new generation of ‘glocal’ brands: deeply rooted […]
The Weihai VIP Tour on boat took place last week in the coastal city of Weihai, Shandong Province. Organised with the support of HI-COM, the event aimed to provide a comprehensive overview of the region’s maritime capabilities while highlighting the operational standards of the Alaska pollock industry. Through a combination of technical visits, professional exchanges […]
Wuhan King Crab Festival: HI-COM boosts the visibility of King Crab in China On November 24, HI-COM participated in the launch of the Russian King Crab Festival at Wuhan International Airport. This event marked a new milestone in the promotion of king crab in China and confirmed Wuhan’s strategic role as a hub for premium […]
On November 26th, a select group of industry insiders, culinary professionals, and digital tastemakers gathered in Shanghai for an exclusive Pollock Roe Tasting Event, a showcase designed to elevate awareness of high-quality Russian pollock roe in the Chinese market. Organized with the support of HI-COM, the event served both as a culinary discovery session and […]
Qingdao: When a Booth Becomes a Destination Just a few weeks after the Shanghai activities, the spotlight moved to Qingdao and the China Fisheries & Seafood Expo, one of Asia’s leading event for the seafood industry. Here, HI-COM supported Russian Crab Group & Sigma Marine Technology (alongside Russian Fishery Company and Pacific Rim Group) with […]
Long perceived as an imported curiosity, Halloween is now establishing itself in China as a genuine cultural and commercial event, particularly in large cities and among Gen Z and Millennials. Some brands have found the recipe for turning this Western holiday into marketing gold by creating memorable and shareable experiences. On the Chinese side, Luckin […]
In today’s digital era—where every second counts and consumers expect instant, personalized answers—artificial intelligence (AI) is redefining the rules of online communication. Indeed, AI and marketing seem to have become increasingly intertwined in recent years. Once at the heart of all human interactions with communities, community managers now share their role with powerful AI tools […]
