Rakuten Insight is proud to have contributed to Totem‘s fifth annual China Brands Going Global report — the most comprehensive ranking of China’s Top 100 global consumer brands, underpinned by a survey of 3,500 consumers across seven markets conducted by our research panels.

As Ayaz Akhtar, Regional Head for Greater China at Rakuten Insight, observes in the report: Chinese brands have reached a pivotal turning point in 2026. China is no longer simply the world’s factory — it is exporting brands across categories and, in many cases, defining innovation. The battle is shifting from price arbitrage to brand conviction. Chinese brands have largely closed the quality gap, yet a persistent trust deficit around data privacy, safety, and after-sales service remains the primary barrier to full-price conversion.

Ayaz also notes that these headwinds may already be easing — with geopolitical tensions stabilizing and early indicators suggesting global perception of China is improving, consumer receptivity could look conservative by year-end.

The roadmap for Chinese brands going global is clear: deep local engagement, credibility-building, and premium pricing. This is global maturation, not just expansion.

𝗜𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗿𝗲𝗽𝗼𝗿𝘁:

• ■ Totem’s 2026 ranking of China’s Top 100 global brands
• ■ Why Chinese brands are underpricing globally, leaving margin on the table
• ■ The rise of “cool China” brands in beauty, fashion, sports and lifestyle
• ■ How brands like DJI, Bambu Lab and Insta360 are category champions
• ■ The role of TikTok, social commerce and creators in global expansion
• ■ Consumer attitudes toward Chinese brands US, UK, Japan, Korea, India & Asia
• ■ “Chinamaxxing” and Gen Z’s rising openness to Chinese products and culture
• ■ Trust, warranties, reviews and customer service are critical to global growth
• ■ The changing marketing playbook for Chinese brands going global

Download your complimentary copy!

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