Climbing in China: Can this extreme sport penetrate the safety-sensitive Chinese consumer base?
In 2016, the Olympic committee decided to include climbing in the 2020 Olympic Games program. This sport debuted in the Tokyo Olympics, where Chinese sportsman Pan Yufei finished 14th in the qualifying round. Following climbing become an official event of the Tokyo and Paris Olympic Games, the interest towards this sport from the Chinese government […]
Will the 2024 Olympics become an impetus to the popularity of breakdancing in China?
On December 7, 2020, the International Olympic Committee held a meeting and agreed to add four major events including breakdancing, skateboarding, surfing, and rock climbing to the Olympic Games. In the movie “Eight Minutes in Paris” shown at the closing ceremony of the 2020 Olympics in Tokyo, breakdancing was first introduced on the stage of […]
How Olympic games contributed to the popularity of skateboarding in China
Skateboarding is a culture, a way of life, and of course a big industry. The sport has been in China for more than 20 years. Over the last few years, street cultures such as rap, hip hop dance and skateboarding have flourished in China, and fashion brands such as Nike, Vans and Palace have become […]
Chinese netizens reflections on the Tokyo 2020 Olympics: National pride is alive and well
Whether China won 38 or 42 gold medals, the Tokyo 2020 Olympics caused a rise of netizens commentary on Chinese social media. Through social media listening we gained a deeper understanding China’s national pride, but also openness and appreciation of other cultures. Here are the main takeaways from social listening regarding Chinese netizens reflections on […]
Olympic marketing 2021: Chando challenges China’s beauty standards featuring female Olympic athletes
On July 12th, when its 20th anniversary coincided with the Olympics Games, Chando, a Chinese beauty brand, released a short video promoting their new high-end Moisturizing Series cream and a surprise gift box made in collaboration with Tmall. (Read more about TMall Heybox). With the slogan “自然而燃 ” (Burn naturally), Chando plays on the idiom: […]