Marketing Analysis Opinions
Lilian Li Chuyue Kuang
Jun 11, 2021

Shifting sands: Masculinity in China

There's a growing tension in China between the freedom men are allowed in their physical appearance and a more restrictive view of what masculinity means. Brands could go much further in exploring this space, according to two strategists from Yuzu Kyodai.

L-R: Singer Hua Chen Yu as Tsingdao Chun Sheng beer ambassador, Xukun Cai, winner of the male group survival show Idol Producer, actor Liu Hao Ran as Luckin Coffee ambassador.

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