(Source: https://pltfrm.com.cn)
Introduction
Emotional branding in China is entering a new era. Consumers no longer want to be understood—they want to be felt. These five emerging trends are already creating unbreakable bonds between overseas brands and Chinese consumers.
- Healing & Emotional Compensation Branding
1.1 Post-Pandemic Warmth Marketing Trend: Brands positioned as “emotional companions” during stressful times see 5–7× loyalty growth. 1.2 Micro-Healing Content Format Execution: 8–15 second “breathing space” videos that give viewers permission to feel and rest. - Guochao Emotional Pride 2.0
2.1 From National Style to National Emotion Evolution: Combine traditional Chinese aesthetics with messages of cultural confidence—resonating with 90% of Gen Z.
2.2 Ancestral Letter Campaign Trend Popular Format: Invite users to write to their ancestors → brand helps “deliver” the message through cultural rituals. - Pet & Fur-Kid Emotional Marketing
3.1 The Fastest-Growing Emotional Segment Insight: 68 million urban pet owners now prioritize pet emotions over their own—brands that speak “pet parent” language win instantly. - AI-Powered Emotional Personalization
4.1 Emotion-Based Product Recommendations Future: AI analyzes tone of voice in video calls and suggests products that match current emotional state (stressed → calming, happy → celebratory).
Case Study: Swedish Children’s Clothing Brand “H” 2025 “Grandma’s Hug” Campaign
Brand H used AI to recreate the recorded voices of grandmothers reading bedtime stories in regional Chinese dialects, paired with ultra-soft fabric visuals. Results in 100 days: • 1.9 billion impressions • Became the #1 imported children’s clothing brand on Tmall • 4.7 million story downloads • Private domain mothers’ group grew to 2.3 million with daily emotional check-ins
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been helping overseas brands succeed in China for over a decade with data-driven creative localization. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
