Updated on 9 July 2026
In the early 2010s, Chinese brands appeared in Hollywood blockbusters to look global; as Hollywood lost its Chinese audience, they moved their money to global sport.
By Daxue Consulting
Hollywood films made 36% of China’s box office in 2018 and 30% in 2019, but only 14% in 2024, and no American film passed RMB 1 billion in China in 2023 or 2024. In early 2025, the Chinese animated film Ne Zha 2 (《哪吒之魔童闹海》) made RMB 15.2 billion in twelve weeks (Maoyan data, Xinhua dispatch via Daily News Egypt, April 2025).
In Transformers: Dark of the Moon (2011), Chinese viewers spotted Meters/bonwe, Lenovo, TCL and Yili’s Shuhua milk on screen. At the time, product placement in American blockbusters looked like a fast way for Chinese brands to appear global. This analysis of Chinese brands in American movies examines why that model faded and where Chinese brands now build their international image.
| Daxue Overview |
|---|
| Hollywood in China: 36% of the box office in 2018, 14% in 2024. |
| Chinese films: Ne Zha 2 made RMB 15.2 billion in twelve weeks in 2025. |
| Past model: Chinese brand placements in films such as Transformers: Dark of the Moon (2011). |
| Current model: global sport sponsorship, creators and own channels; Hisense first official sponsor of the FIFA Club World Cup 2025. |
| Context: US-China tensions reduce the appeal of Hollywood placements. |
Chinese brands in American movies: key figures
Exhibit 1: Hollywood’s share of China’s box office has collapsed
| Indicator | Figure | Period | Source |
|---|---|---|---|
| Hollywood share of China’s box office | 36% | 2018 | Maoyan via Xinhua (Daily News Egypt) |
| Hollywood share of China’s box office | 30% | 2019 | Same |
| Hollywood share of China’s box office | 14% | 2024 | Same |
| American films above RMB 1 billion in China | None | 2023 and 2024 | Same |
| Ne Zha 2 box office | RMB 15.2 billion in twelve weeks | 2025 | Same |
Source: compiled by Daxue Consulting.
Product placement spoke mostly to Chinese viewers
Placements in Hollywood films mainly reached Chinese audiences, who enjoyed seeing their brands on screen; international viewers rarely noticed them. As Hollywood’s share in China fell and US-China relations grew tense, the value of such placements declined. At home, Chinese films and stories have replaced Hollywood as the most valuable screen for brands.
Chinese brands now use global sport
Chinese brands that seek international customers now favour other tools: global sport, where Hisense became the first official sponsor of the new FIFA Club World Cup 2025 (South China Morning Post); social media and creators abroad; and their own retail and e-commerce channels.
Exhibit 2: How Chinese brands seek global visibility
| Early 2010s | Today | |
|---|---|---|
| Hollywood share of China’s box office | High and rising | 14% (2024) |
| Global stage for Chinese brands | Hollywood product placement | Global sport, creators, own e-commerce and retail |
| Example | Yili and Lenovo in Transformers | Hisense and the FIFA Club World Cup 2025 |
| Chinese films | Small abroad | Ne Zha 2: RMB 15.2 billion at home |
| Political context | Open cooperation | US-China tensions |
Daxue Take: implications for brands and agencies
- For international sponsors, Chinese brands are now among the largest buyers of global sport and entertainment sponsorships and compete for the same visibility. Rights holders and agencies may see more Chinese bidders.
- For foreign brands seeking cultural relevance in China, partnerships with Chinese films, games or sports stars are likely to resonate more than Hollywood associations.
- For content companies, the shift mirrors what happened to Korean content in China, analysed in Korean films in China: access to Chinese audiences depends on politics as much as on demand.
Questions for leadership teams: Which content do Chinese target consumers watch today? Are Chinese competitors bidding for the same sponsorships? How exposed is a partnership to US-China relations?
What to watch next
- Hollywood’s share of China’s box office in 2026.
- Chinese brands’ sponsorship at the 2026 FIFA World Cup, which ends on 19 July, and at other global events.
- International performance of Chinese films and animation.
FAQ about Chinese brands in American movies
Which Chinese brands appeared in Transformers? In Transformers: Dark of the Moon (2011), Chinese viewers could see Meters/bonwe, Lenovo, TCL and Yili’s Shuhua milk.
Why do Chinese brands appear less in Hollywood films now? Hollywood films have lost much of their Chinese audience, falling from 36% of China’s box office in 2018 to 14% in 2024, and US-China tensions made such placements less attractive.
How do Chinese brands build a global image today? Mostly through global sport sponsorship, social media, creators and their own e-commerce and retail channels. Hisense was the first official sponsor of the FIFA Club World Cup 2025.
What is the biggest film in China? Ne Zha 2, a Chinese animated film, made RMB 15.2 billion in its first twelve weeks in 2025.
About Daxue Consulting
Daxue Consulting is a market research and strategy consulting firm focused on China. For brands and agencies, Daxue Consulting measures how Chinese consumers react to content, celebrities and sponsorships through social listening and surveys, and tracks how Chinese brands build their image at home and abroad. Related analysis: sportswear brands in China. Learn more about our consumer research and business strategy services, or contact our team.
Author: Daxue Consulting
