(Source: https://pltfrm.com.cn)
Introduction to Cultural Elements in Storytelling
Incorporating cultural elements into brand storytelling is a powerful way to connect with Chinese consumers. It allows brands to demonstrate their understanding and respect for Chinese culture, values, and traditions, creating a deeper emotional bond with the audience.
Historical References
China’s rich history offers a wealth of material for brand narratives. Brands can reference historical events, figures, or eras that resonate with the audience. For example, the fashion brand Shang Xia uses traditional Chinese motifs in its designs, creating a narrative that bridges the past and the present.
Festivals and Celebrations
Chinese festivals such as the Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival are integral to the cultural fabric. Brands can create narratives around these celebrations, tapping into the emotions and traditions associated with them. For instance, during the Spring Festival, brands might share stories of family reunions and the joy of the New Year.
Traditional Arts and Crafts
Highlighting traditional arts and crafts can add depth to brand narratives. Brands can showcase the artistry and craftsmanship inherent in Chinese culture, emphasizing the value of traditional techniques. The porcelain manufacturer Jingdezhen tells a story of centuries-old craftsmanship, adding prestige to its brand.
Language and Idioms
The use of the Chinese language and idioms can make brand stories more relatable and engaging. Brands can incorporate local expressions or proverbs that convey their message in a culturally resonant way. This can help to create a more authentic and localized brand image.
Cultural Symbols and Motifs
Incorporating cultural symbols and motifs can add visual and narrative depth to brand stories. These elements can be used to convey brand values or to create a sense of familiarity with the audience. For example, the dragon is a powerful symbol in Chinese culture, often associated with strength and good fortune.
Modern Interpretations of Tradition
While respecting tradition, brands can also innovate by offering modern interpretations of cultural elements. This approach can attract a younger demographic that appreciates a blend of heritage and contemporary style. The sportswear brand Li-Ning has successfully merged traditional Chinese motifs with modern athletic design.
Sustainability and Harmony with Nature
Chinese philosophy often emphasizes harmony with nature, and brands can incorporate this value into their narratives. By highlighting their commitment to sustainability and environmental responsibility, brands can resonate with consumers who value these principles. The eco-friendly brand Shan Shui tells a story of sustainable fashion inspired by the natural landscapes of China.
Community and Shared Values
Brands can also focus on the community aspect of their narrative, highlighting how they contribute to or are part of the local community. This can create a sense of shared values and collective identity with the audience. For example, the Chinese dairy brand Yili often shares stories of its social initiatives and support for local communities.
Global Impact with Local Roots
For brands that are global but have a strong local presence, it’s important to balance the global narrative with local cultural elements. This can help to create a brand image that is both cosmopolitan and rooted in local culture, appealing to a wide range of consumers.
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 working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！
