AI empowers new wave of China-chic globalization

What is driving Chinese brands to go global today is no longer just price competitiveness or scale. A new generation of consumers and industry players — less focused on material accumulation and more on emotional fulfillment — is reshaping how Chinese products, culture, and services are presented to the world.

This shift was highlighted by Michael Li Chi-fung, vice-honorary secretary of The Hong Kong Chinese Importers' & Exporters' Association. As artificial intelligence lowers technical barriers, Li sees closer collaboration between the Chinese mainland and Hong Kong as key to helping young entrepreneurs turn ideas into internationally recognized guochao (China-chic) brands.

As artificial intelligence reshapes how ideas are created and scaled, Michael Li Chifung, vice-honorary secretary of The Hong Kong Chinese Importers' & Exporters' Association, believes Chinese brands are evolving from product-focused exports to creativity-driven offerings.

"In the past, when we talked about Chinese brands going global, we were really referring to price and quality competitiveness," Li said.

Today, however, he observes a profound shift: younger generations are moving beyond material accumulation to pursue emotional fulfillment. They travel not to show off where they have been, but to participate in local activities and immerse themselves in different cultures.

Fueled by China's technological progress, this generation is more confident in bringing domestic products, culture, and services overseas. For them, "going global" is no longer just about exporting goods — it is about sharing a way of life.

Li noted that AI is rapidly transforming how Chinese brands approach overseas markets. Companies are using AI to analyze local consumer behavior and regulations, overcome language barriers, and refine products based on real-time data.

"Previously, we relied on cold, impersonal data," he said. "We couldn't see the individuals behind the numbers or understand the behaviors driving their purchasing decisions." With AI, brands can move beyond broad assumptions and adopt more precise, localized strategies.

AI is also integrating with cross-border e-commerce, turning complex creative concepts into instant visual realities.

Li shared an example from his team: a colleague asked a supplier to design a push-button device that could double as an intellectual property (IP) character for stress relief. Instead of producing a physical mold or a Photoshop mock-up, the supplier used AI to generate a concept image.

"My colleague saw it and immediately understood the idea," he said. "With that image, we could clearly communicate the concept to clients and even gauge market interest through pre-sales."

Li believes AI will open new opportunities for young Chinese entrepreneurs to take domestic brands global. Ideas that once required large teams and significant resources can now be developed by individuals.

He pointed out that bringing a large-scale creative vision — such as a film project — to life would traditionally cost millions. Today, however, such ideas can be realized directly on a computer, without the need for coding skills or even cameras.

"The biggest change is that the technical threshold has been lowered," he said. "For the younger generation, the only real limit is whether they dare to imagine."

While AI provides powerful tools, Li emphasized that collaboration between the Chinese mainland and Hong Kong remains critical.

Mainland firms have strong capabilities in product development and AI integration, benefiting from diverse application scenarios and supportive local policies. Hong Kong, meanwhile, offers a robust financial system and professional expertise, which can help Chinese businesses expand internationally.

Li noted that mainland companies can make the most of Hong Kong's platform for specialized functions such as settlement and capital flow management, emphasizing that closer ties and more direct exchanges are crucial.

"We should be more proactive in visiting each other to brainstorm together on how Hong Kong can best fulfill its role in internationalization," he said.

Li also observed that the Guangdong-Hong Kong-Macao Greater Bay Area is undergoing a shift toward deeper lifestyle integration. Young people from Hong Kong now spend weekends in mainland cities playing sports like pickleball, while mainland tourists seek out authentic local experiences in Hong Kong's traditional shops.

"Going global allows Chinese brands to become more international," he said. "Only by gaining wider recognition can a brand strengthen its identity and establish itself as a true guochao (China-chic) brand."

Contact the writers at xiongxinyi@i21st.cn