PACKAGING CHINOISERIE

Brands tap traditional designs to ride national pride in China's rise and boost sales

Red-crowned cranes, phoenixes, clouds, traditional Chinese style gardens and architecture - elements of chinoiserie - have become more prevalent in consumer goods like clothes, cosmetics and food products, spurring a niche business with tremendous growth opportunities.

Chinoiserie (pronounced shin-wah-zay-ree), which started as an 18th-century decorative style in art, architecture and furniture that used Chinese motifs and techniques, is now so dear to young Chinese consumers that they prefer to buy products that embody the style. They believe such products make a statement about their personality.