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Cultural Strategy and Identity Construction in Chinese Emerging Brands' Global Expansion: The Case of Pop Mart

Zhao, Hanbing LU (2025) SKOM12 20251
Department of Strategic Communication
Abstract
This thesis takes Pop Mart as a representative to study how emerging Chinese brands participate in the construction of global identity through visual and emotional narratives. Under the guidance of postcolonial theory, this study analyzes how Pop Mart strikes a balance between cultural expression and global appeal by designing hybrid characters that integrate East Asian aesthetics with global visual styles. Through qualitative analysis of brand visuals, digital platform content, and character narratives, this study demonstrates how key ips (intellectual property) - Molly, Skullpanda, Dimoo, and labubu - convey a mixture of emotional ambiguity and symbolism. The research results highlight how small brands from non-Western backgrounds can... (More)
This thesis takes Pop Mart as a representative to study how emerging Chinese brands participate in the construction of global identity through visual and emotional narratives. Under the guidance of postcolonial theory, this study analyzes how Pop Mart strikes a balance between cultural expression and global appeal by designing hybrid characters that integrate East Asian aesthetics with global visual styles. Through qualitative analysis of brand visuals, digital platform content, and character narratives, this study demonstrates how key ips (intellectual property) - Molly, Skullpanda, Dimoo, and labubu - convey a mixture of emotional ambiguity and symbolism. The research results highlight how small brands from non-Western backgrounds can utilize visual culture and emotional design to gain wide popularity and cultural support from global audiences in the international market. Furthermore, the research contributes to the interdisciplinary discussion of global brands by demonstrating how visual and emotional strategies can serve as tools for soft power and symbolic negotiations. (Less)
Please use this url to cite or link to this publication:
author
Zhao, Hanbing LU
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
PopMart, Chinese Branding, Cultural Hybridity, Postcolonial Theory, Global Identity, Visual Analysis
language
English
id
9203080
date added to LUP
2025-06-23 09:48:32
date last changed
2025-06-23 09:48:32
@misc{9203080,
  abstract     = {{This thesis takes Pop Mart as a representative to study how emerging Chinese brands participate in the construction of global identity through visual and emotional narratives. Under the guidance of postcolonial theory, this study analyzes how Pop Mart strikes a balance between cultural expression and global appeal by designing hybrid characters that integrate East Asian aesthetics with global visual styles. Through qualitative analysis of brand visuals, digital platform content, and character narratives, this study demonstrates how key ips (intellectual property) - Molly, Skullpanda, Dimoo, and labubu - convey a mixture of emotional ambiguity and symbolism. The research results highlight how small brands from non-Western backgrounds can utilize visual culture and emotional design to gain wide popularity and cultural support from global audiences in the international market. Furthermore, the research contributes to the interdisciplinary discussion of global brands by demonstrating how visual and emotional strategies can serve as tools for soft power and symbolic negotiations.}},
  author       = {{Zhao, Hanbing}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Cultural Strategy and Identity Construction in Chinese Emerging Brands' Global Expansion: The Case of Pop Mart}},
  year         = {{2025}},
}