HONG KONG (AP) — In China, consumerism appears to trump nationalism, no matter how strained relations have become in recent diplomatic spats with countries like Japan and the United States.
It has been common practice for the ruling Communist Party to stir up nationalist sentiment and run propaganda condemning countries deemed to be in violation of China’s position on territorial issues, such as Taiwan and Tibet. Beijing sometimes targets companies that make ideological mistakes in their maps or advertising.
In the past, friction with Japan and the United States has led to calls for mass boycotts, street protests or even vandalism of embassies or restaurants. These days, pure nationalism doesn’t seem to resonate as much with Chinese consumers used to making their own personal consumption choices.
“Chinese consumers, especially the urban middle class and younger demographics, do not make daily purchasing decisions based on nationalism,” said Jacob Cooke, CEO of Beijing-based consultancy WPIC Marketing + Technologies.
Japan still sells despite tensions
Beijing reacted with outrage to comments by Japanese Prime Minister Sanae Takaichi, shortly after she took office in October, that an attack on Taiwan, the self-ruled island that China claims as territory, could require military intervention by Tokyo.
Chinese officials condemned the remark and decided to restrict some trade with Japan. Warnings to Chinese travelers against visiting Japan, an ultra-popular destination, have had a notable impact on its tourism industry.
Be that as it may, huge crowds turned out for the opening of a Sushiro outlet in a Shanghai mall in December.
The conveyor belt sushi chain from Japan has become a huge success since it opened its first branch in mainland China in 2021.
“It tastes good,” said Edith Xiao, a 23-year-old university student who lined up outside a Sushiro restaurant in a Beijing mall for more than half an hour to get in. “The quality of the ingredients is guaranteed.”
Xiao is also a fan of the Japanese manga and anime series Chiikawa, whose hamster-like cartoon character is popular among the Chinese.
The broader state of China-Japan relations has had little impact on her own consumption of Japanese culture or restaurants, she said.
“They are just statements made by leaders. They do not represent a change in the attitude of the people in the country,” she explained.
American culture appeals to Chinese consumers
Tensions between the Chinese and US governments over tariffs, Taiwan and other issues also do not appear to be prompting the Chinese to punish US brands.
Disney’s Zootopia 2 is a huge hit in China, where its fans, many in cosplay of its characters, have helped make it one of the biggest global blockbusters of 2025.
It became the biggest Chinese Hollywood film in history, grossing more than 4.4 billion yuan ($634 million), according to Chinese entertainment data provider Beacon Pro.
Despite government efforts to promote and subsidize domestic films to make China a “cinematic powerhouse” by 2035, Chinese moviegoers say they welcome an escape into foreign cinema.
Zootopia 2 was an easy option, said Ruan Wenlin, who watched the film in Beijing. “It was so funny,” she said.
Many Chinese consumers are “tired, exhausted and worried about COVID and the weak economy,” said Shaun Rein, managing director at China Market Research Group. “People watch Hollywood movies, especially cartoons like Zootopia, because they’re stressed and they just want something to relax,” he said.
Ralph Lauren, the New York-based fashion brand, has meanwhile relied on “old money” and a quiet luxury aesthetic to win favor with urban middle-class Chinese who prioritize quality and value over nationalism, analysts say.
American fashion appeals to many, despite the often strained relations between Beijing and Washington. Ralph Lauren’s sales grew faster in China than in Europe or North America.
“What attracts me the most is its stable brand image and design,” said Zhang Tianyu, who was shopping at a Ralph Lauren outlet in Beijing recently.
American brands that are successful do so because they truly meet consumer needs or represent a lifestyle that Chinese consumers want to associate with, not just because of their country of origin, said Cooke of WPIC Marketing + Technologies.
Evolving patterns as “patriotic shopping” trends change
As a wave of patriotic buying of Chinese brands—called “guochao” or national sea in Chinese—evolved and matured, many consumers became comfortable with both foreign and domestic brands.
“Chinese (people) have stopped buying just for the sake of buying Chinese brands,” said Rein of the China Market Research Group. Consumers are “scared about the economy, they’re worried about their job prospects. So they’ll buy any brand, domestic, Chinese or foreign, that fits their definition of value and lifestyle,” he said.
Compared to a decade ago, nationalist sentiment has less influence on consumer behavior, analysts say.
In 2012, Chinese crowds gathered to protest against Japan over a territorial dispute, smashing Japanese cars and vandalizing Japanese restaurants. There have been calls to avoid Japanese goods.
Also in 2021, Western brands, including Nike, have been hit by boycotts in China over disputes over political issues such as Beijing’s treatment of members of Muslim minorities in Xinjiang, in the country’s far west.
More recently, controversies such as a Pokemon card game event that was originally planned to be held at a shrine to honor Japan’s war dead still sparked angry comments on Chinese social media, but with no obvious wider repercussions.
“We may think that all Chinese consumers should follow Beijing’s direction to eliminate foreign influence, which is misleading,” said Yaling Jiang, an independent Chinese consumer analyst. “Geopolitics does not dictate local business flows.”
Buyers often will mix and match to suit their own tastes, Jiang said.
But there are limits
The rise of powerful Chinese brands has emerged as a key challenge for foreign companies. From electric vehicles to smart phones to sportswear, local companies are rapidly gaining market share both at home and abroad.
“The Chinese will choose Chinese brands because they are better, better value, better quality, better prices,” Rein said.
After the government said travelers should avoid traveling to Japan, employees of state-owned companies and government agencies, as well as travel agencies, fell into line. Hundreds of flights operated by China’s major state-owned airlines and group tours to Japan were canceled.
The number of Chinese visitors to Japan fell 45 percent in December from a year earlier to about 330,400. Many Chinese still travel to Japan individually despite earlier warnings from officials, often keeping a low profile on social media.
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The AP newsroom in Beijing contributed to this story.