Chinese consumers are increasingly prioritizing personal preferences and lifestyle over nationalist sentiment, despite ongoing diplomatic tensions with countries like the United States and Japan. Analysts say this marks a shift from earlier decades, when geopolitical disputes often triggered boycotts and protests against foreign brands.

Urban middle-class and younger consumers now demonstrate comfort with both domestic and international products. Jacob Cooke, CEO of Beijing-based WPIC Marketing + Technologies, observed that "Chinese consumers are not making everyday purchasing decisions based on nationalism." The trend shows a mature market where perceived value, quality, and lifestyle appeal outweigh political considerations.

Japanese brands remain popular despite strained China-Japan relations. Sushiro, a conveyor-belt sushi chain, continues to attract long queues at its Shanghai and Beijing outlets. University student Edith Xiao noted, "The broader state of China-Japan relations has had little impact on my own consumption of Japanese culture or restaurants." Japanese manga and anime also remain in high demand.

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Similarly, American brands are thriving even amid political tensions. Disney's Zootopia 2 became the highest-grossing Hollywood film in China, earning over 4.4 billion yuan, while Ralph Lauren has seen rapid sales growth, particularly among urban middle-class consumers seeking quality and luxury. Shaun Rein, managing director at China Market Research Group, said consumers are drawn to products that fit their lifestyle, not because of their origin.

The patriotic "guochao" trend, which encouraged buying domestic brands, has also evolved. Analysts note that Chinese shoppers are now less influenced by nationalism and more by practical concerns like price, quality, and social status. "Consumers are anxious about the economy and job prospects, so they'll buy whatever fits their definition of value and lifestyle," Rein explained.

However, nationalism still has limits. Government advisories, such as discouraging travel to Japan, did reduce state-sponsored group tours and flights, with overall visits to Japan dropping 45% in December 2025 compared to the previous year. Yet, many individuals continue to travel discreetly, and foreign brands remain highly popular in urban Chinese markets, signaling the resilience of consumer choice over political pressure.

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