Better than socks
The appeal of homegrown Chinese brands among overseas shoppers is increasingly visible in Shanghai.
Foreign customers accounted for about 35 percent of sales at footwear brand Pane's two Shanghai stores, while overseas shoppers accounted for around 30 percent of sales at Wangxiaoben's Shanghai stores, according to a report by Jiefang Daily in June.
Wang Xianming, founder of Wangxiaoben, a Chinese lifestyle brand known for its bags, said the appeal lies in the happiness their products bring shoppers. When he established the brand in 2016, he started with socks, hoping to turn a basic necessity into an accessory that could lift people's mood.
"I wanted socks to be more than just something people wear. They could also complement an outfit, express a sense of style and bring a little happiness to everyday life, even if only for 15 seconds," Wang said.
In 2024, Wangxiaoben began making what Wang calls "dopamine" bags, which have since become its main product category. The brand's product range also includes hats, socks and pet accessories.
Wang first noticed an increase in foreign customers in 2024, particularly visitors from Southeast Asia and Russia shopping at the company's store in Shanghai's Super Brand Mall. In September 2025 it opened a store at Shanghai Joy City and noticed South Korean and American bloggers sharing content about its products.
"Online platforms in Thailand and Russia began working with us, making our products available to new consumers," said Wang of the overseas bloggers' brand promotions.
One South Korean blogger, for example, posted a video of the brand's Shanghai store this summer, prompting numerous inquiries from her followers. She subsequently bought more than 100 bags for followers and friends during her stay in the city.
Wangxiaoben products have also attracted repeat international shoppers. A Malaysian woman visited Hangzhou, Zhejiang province, three times over two years, buying multiple products on each trip and developing a close friendship with the store manager, Wang said.
Customers from Southeast Asia tend to prefer lower-priced bags, while those from Japan and South Korea seem to care less about prices. The brand's overseas customers also span a wider age range than its younger Chinese shoppers.
"We are not making major adjustments specifically for foreign customers. In Shanghai, we are looking into tax-refund policies and other measures to make shopping more convenient for international visitors," Wang said.
Wangxiaoben has around 120 stores nationwide, mainly in tourist destinations and major cities such as Shanghai, Hangzhou, Nanjing in Jiangsu province, and Chengdu in Sichuan province. It has registered its trademarks overseas and plans to expand gradually into international markets through social media promotion, while exploring complementary products around the lifestyle concept behind its "dopamine" range.
"I can clearly see that overseas consumers are developing greater trust in and appreciation for Chinese brands. This is closely related to the development of China's manufacturing, design and branding capabilities. It feels a little like how Chinese consumers once felt when they went abroad to buy local brands," said Wang.
