Adidas Embraces Guochao: Foreign Brands Chase China's Cultural Pride Wave

In late 2025, Adidas unveiled its latest "New Chinese Style" collection for Chinese New Year 2026, prominently featured at Shanghai Fashion Week's "POWER OF THREE" runway show.

Pieces blend traditional Tang dynasty aesthetics - knot buttons, stand-up collars, jade-inspired accents, and flowing silhouettes reminiscent of palace skirts - with the brand's iconic three stripes. This isn't superficial festivity; it's a deliberate pivot to guocha* (国潮), the surging trend of "national tide" celebrating Chinese heritage in modern consumer goods.

Guochao, evolving into "zixin" (cultural self-confidence), reflects rising national pride among China's millennials and Gen Z - over 270 million strong - who increasingly favor brands embodying domestic identity. From sportswear giants like Li-Ning and Anta (reporting strong growth amid patriotic sentiment) to beauty and gaming, guochao drives billions in sales, amplified by platforms like Xiaohongshu and Douyin.

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Western Brands Play Catch-Up

Foreign firms face headwinds: Declining demand as local competitors erode market share. Adidas, once dominant, has seen challenges in China, with domestic brands capitalizing on guochao for relevance and innovation.

Yet Western players are adapting:

• Dior incorporated subtle Chinese motifs in collections.
• Burberry used dragons and red hues.
• L’Oréal collaborated on culturally resonant campaigns.

Adidas' strategy - local design teams in Shanghai producing 50-60% of China apparel - has fueled viral hits like the Tang jacket, generating massive social buzz.

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Authenticity vs. Opportunism

Critics label such moves "cultural play for profit," but successful executions (avoiding clichés) resonate. As China's middle class prioritizes heritage-infused products, guochao isn't fading - it's maturing.

For global brands, the lesson: In the world's largest consumer market, cultural fluency isn't optional. Adidas' embrace signals a broader reckoning: Compete on China's terms, or risk irrelevance. Guochao isn't just fashion - it's the new standard for relevance.

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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.

Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.