French military and political leader Napoleon Bonaparte foresaw the rise of China most eloquently, centuries before its economic dominance in the 21st century:

“Let China sleep, for when she awakes, she will shake the world.”

Having lived in China during my undergraduate tenure, I witnessed first-hand how the country’s rise to prominence correlated with their culture and work ethic.

Over 10 years ago today, Starbucks closed their franchise in Bejing’s Forbidden City, as the landmark was (and still is) entrenched in the country’s iconography. While a popular tourist destination today, the Forbidden City still holds a mecca-like quality, as thousands of Chinese flock to the destination to honor their nation’s former glory.

To many nationalists within the Chinese blogosphere, the appearance of this Western franchise within their nation’s heart acted as “an affront to [an] awe-stricken palace.” Chinese blogger Chenggang Rui would later assert how the presence of a Starbucks coffee shop had “undermined the Forbidden City’s solemnity and trampled over Chinese culture.”

(A surprising observation was how Rui and his constituents, while apprehensive to the franchise within the Forbidden City, were open to the possibility of the franchise doing business in other parts of Beijing. This is evidence of the country’s deep respect for western success and power, albeit when it doesn’t interfere with their collective sense of pride.)

Despite this preconceived notion of communist control, Rui argued by taking the position of an “opinion leader…utilizing the unique nature of Weblogs in a nationalistic context.”

Starbucks’ biggest flaw was their failure to understand how these communities demand a “particular need to act quickly and decisively in dealing with a crisis and to communicate a leader’s’ decisiveness.”

When engaging with foreign audiences, brands must understand their assumptions (and misconceptions) of the West. I would recommend (if I may put on my Asian Studies cap for a moment) to resolve such concerns using uncertainty avoidance, utilizing collective language focused on the betterment of the community.

Chinese artist Min Fang once said, “How big the world is, depends on how big your heart is.” Chinese culture boasts a rich history, a love of country and pride unlike any other Asian nation. A pride rooted in economic dominance and collective honor, calling global brands to cultivate audiences in tactful, sensitive ways.

Do you agree with China’s nationalist tendencies? Are you all hyped up on Starbucks frappacinos? Is woke still a thing? Let us know below! :D