"In China, consumerism appears to outweigh nationalism regardless of how testy relations have become in recent diplomatic spats with countries like Japan and the United States. It has been common practice for the ruling Communist Party to whip up nationalist sentiment and deploy propaganda condemning countries deemed to be violating China's stance on territorial issues as Taiwan and Tibet. At times, Beijing targets companies that make ideological missteps in their maps or advertising."
"In the past, friction with Japan and the United States has led to calls for mass boycotts, protests in the streets or even vandalism on embassies or restaurants. These days, pure nationalism appears not to resonate so much with Chinese consumers accustomed to making their own personal consumption choices. "Chinese consumers, especially urban middle-class and younger demographics, are not making everyday purchasing decisions based on nationalism," said Jacob Cooke, CEO of Beijing-based consultancy WPIC Marketing + Technologies."
Consumerism in China frequently outweighs nationalist pressure even amid diplomatic spats with Japan and the United States. The ruling Communist Party commonly stirs nationalist sentiment and uses propaganda on territorial issues such as Taiwan and Tibet, and sometimes targets companies for ideological missteps in maps or advertising. Past friction prompted boycotts, street protests and vandalism, but many modern consumers prioritize personal purchasing choices over nationalist calls. Urban middle-class and younger demographics generally do not base daily purchases on nationalism. Government responses to provocative foreign statements have included trade restrictions and travel warnings, yet popular foreign brands continue to attract crowds.
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