Advertising and cultural China: Challenges and opportunities in Asia

This article presents the emergence of Cultural China as a product of global change in the post cold war world—an example of a new class of affiliation based on ethnic identity rather than nationality. It discusses some of the defining aspects to the formation of Cultural China and the implications they hold for advertising strategies targeting this supranational group. It also highlights some of the potential reciprocal effects the application of unified marketing strategies could have for the region and the rest of the world.