Located in one of China’s fastest-growing commercial and logistics hubs, the Chengdu office will provide integrated branding, marketing and cross-border e-commerce services to businesses looking to establish or grow their presence in the country.

The expansion comes as China’s consumer market shifts from price-led competition to demand-driven growth, with brands increasingly expected to develop products and experiences that align with changing consumer needs.

As part of the launch, Yell Worldwide also introduced the DREAM Framework, a market-entry model designed to help brands build sustainable, data-driven businesses in China.

The framework comprises five stages: Discover Demand, Reinvent the Product, Experiment Fast, Align the Ecosystem, and Multiply with Capital.

Rather than beginning with product development, the framework encourages brands to first validate consumer demand using search behaviour, sales performance and market data from China’s major e-commerce platforms.

It also advocates rapid testing of minimum viable products (MVPs) through cross-border e-commerce channels, allowing businesses to refine offerings based on consumer feedback before scaling.

Beyond product development, the framework emphasises ecosystem collaboration by aligning manufacturers, distributors, marketers, logistics providers and financial partners to improve operational efficiency. 

Once demand and profitability have been established, businesses can accelerate expansion through investment, supply chain financing and strategic partnerships.

According to Yell Chengdu, succeeding in China today requires businesses to continuously learn and adapt rather than compete solely on price.

“The real challenge is not getting products into China. It is building businesses that truly understand Chinese consumers,” the company said.

Yell said Chengdu’s position as a gateway to western China under the Belt and Road Initiative, coupled with its growing cross-border e-commerce ecosystem and transport links to Southeast Asia and Europe, made it a strategic location for brands seeking to validate products, optimise supply chains and expand into the Chinese market.

With the new office and the DREAM Framework, Yell Worldwide aims to help businesses build scalable, data-led growth strategies tailored to China’s increasingly competitive consumer economy.

The post Yell Worldwide expands into western China with Chengdu office, launches DREAM Framework appeared first on MARKETECH APAC.

Reuters reported that the approval notice was published on the website of the China Securities Regulatory Commission (CSRC), allowing Shein to move ahead with investor roadshows and preparations for a listing committee hearing at the Hong Kong Stock Exchange.

The company, which confidentially filed for a Hong Kong IPO, has yet to publicly release its prospectus. Sources familiar with the matter told Reuters that Shein could target a listing as early as September or October.

The approval comes about a year after Shein sought Beijing’s clearance for the offering. Reuters reported that the Chinese government had treated the listing as politically sensitive amid controversies surrounding the company, including allegations over labour practices in its Chinese supply chain and other reputational issues.

A spokesperson for Shein declined to comment, Reuters said.

The Hong Kong IPO marks the latest chapter in Shein’s prolonged listing efforts. The company initially sought a U.S. IPO in late 2023 before shifting its focus to London, where Britain’s Financial Conduct Authority approved its draft prospectus. However, Reuters reported that the listing stalled after the CSRC withheld its approval.

Last year, Bloomberg reported that Shein had confidentially filed for a Hong Kong IPO after its London plans faltered. The publication also reported that the Singapore-headquartered retailer had explored establishing a mainland China holding company to help secure regulatory approval, although discussions were at an early stage and no decision had been made.

Bloomberg noted that despite being headquartered in Singapore, Shein remains subject to Chinese overseas listing rules because of its extensive operations and supplier network in China, making CSRC approval essential for any overseas IPO.

The post Shein secures China regulatory approval for Hong Kong IPO appeared first on MARKETECH APAC.

Created by TBWA\Media Arts Lab Shanghai and directed by Zhang Dapeng, the campaign centers on iPhone’s App Permissions feature, using humor to explain how users can choose what information third-party apps are allowed to access.

The campaign includes a 55-second hero film, a 30-second commercial, and two 15-second animated shorts, each designed to communicate different aspects of app privacy. 

While the longer films rely on Yue’s comedic performance to make the topic more accessible, the animated videos simplify how iPhone’s permission settings allow users to grant, restrict, or revoke access to data such as photos, contacts, location, camera, and microphone.

In the hero film, a newly downloaded app is personified as a persistent character that repeatedly asks Yue for access to his personal information during everyday situations. 

The exchanges culminate in an Apple Specialist demonstrating how iPhone users can manage these permissions directly through their device settings, reinforcing the message that users remain in control of their data.

Beyond video, the campaign extends to out-of-home placements across multiple Chinese cities, as well as Apple’s official WeChat and Douyin channels, broadening its reach among privacy-conscious consumers.

The latest campaign marks the fourth consecutive year of Apple’s privacy-focused communications effort in China, continuing to position privacy as a core feature of the iPhone experience while making technical concepts more relatable through storytelling and humor.

The campaign was produced by ProFilms, with post-production by Heckler, sound by Form Studio, and music by Wu Dong Wei.

The post Apple China renews iPhone privacy campaign with Yue Yunpeng appeared first on MARKETECH APAC.

The Brand Finance Real Estate 25 2026 report found that China remains the world’s largest real estate brand market, with the combined value of its ranked brands reaching US$27.6b. 

However, prolonged weakness in the country’s property sector—including softer home sales, falling property prices, and ongoing liquidity pressures—has weighed on overall brand performance.

Leading the global rankings is Poly Development, which became the world’s most valuable real estate brand for the first time despite a 12% decline in brand value to US$5.9b. 

Brand Finance attributed the company’s rise to its state-backed positioning, relatively resilient market performance, and stronger perceptions of financial stability.

Meanwhile, China Resources Land retained its position as the world’s second most valuable real estate brand, with a brand value of US$5.1b, supported by recurring income from its commercial property portfolio despite softer development sentiment.

Other Chinese developers in the global top 10 include Vanke, China Overseas Land & Investment, and Greenland, although all recorded declines in brand value amid continued market challenges.

According to Scott Chen, Managing Director for China at Brand Finance, the findings reflect a structural shift within the country’s property sector, where stakeholder confidence has become increasingly tied to financial resilience and operational stability.

“China remains the world’s largest real estate brand market, but the sector is undergoing a profound structural adjustment,” Chen said. “Developers perceived as financially resilient, operationally stable, and capable of delivering long-term value are proving better positioned to maintain stakeholder confidence.”

The report also highlighted Country Garden as the world’s strongest real estate brand, achieving a Brand Strength Index (BSI) score of 89 out of 100 and an AAA rating despite a 68% decline in brand value. 

Brand Finance noted that the developer continues to benefit from strong legacy awareness in China’s residential market, even as perceptions of trust and financial stability remain under pressure following its debt restructuring.

Brand Finance added that state-backed developers have generally strengthened their relative standing as investors and homebuyers increasingly favour companies perceived to offer greater stability and government support, while privately owned developers continue to face heightened scrutiny.

Despite ongoing market headwinds, the consultancy said Chinese developers remain central to the global real estate industry, with the sector’s long-term recovery expected to depend on rebuilding buyer confidence, improving market fundamentals, and restoring stakeholder trust.

The post China claims 5 spots in world’s top 10 real estate brands despite 29% brand value decline: report appeared first on MARKETECH APAC.

The campaign centres on a 30-second hero film that follows five students across disciplines, including journalism, electronics and information engineering, robotics, industrial design, and multimedia entertainment. 

Rather than a single narrative arc, the film stitches together parallel student experiences, reflecting the shifting pace and uncertainty of campus life as ideas are developed, tested, and reworked. Across these moments, Mac is positioned as a constant across changing academic demands.

Filmed on university campuses in China, the campaign goes live on June 15 across digital and social channels, aligning with the post-exam period when students typically transition into planning and preparation for the year ahead.

Three additional 15-second films expand on individual student workflows and will be released on June 22, each anchored on a specific Mac capability.

In “Apple silicon”, electronics and information engineering student Li Yixuan works across 3D rendering and AI coding as she develops Emobird, an emotional support doll project, using a MacBook Pro for both creative and technical tasks.

“Continuity” follows Intelligent Manufacturing and Robotics student Wu Tianyu, who moves an error message from his iPhone to his MacBook Pro using Universal Clipboard, streamlining the debugging process for a robotics application.

“Battery” features journalism student Wang Yan, who conducts interviews across campus and relies on the MacBook Air’s battery life to sustain her work throughout the day.

The campaign features MacBook Air, MacBook Pro, and MacBook Neo, each positioned for different user segments.

The post Apple debuts new Mac film series spotlighting Chinese student creativity across campuses appeared first on MARKETECH APAC.

Under the agreement, the buyer will obtain an exclusive licence from General Mills to use the Häagen-Dazs brand for ice cream shops and gifting businesses in Mainland China. General Mills will retain ownership and continue operating Häagen-Dazs retail and foodservice operations in China.

The transaction is expected to close in calendar 2026, subject to regulatory approvals and other customary closing conditions. Financial terms were not disclosed.

Citi is acting as exclusive financial advisor to General Mills, while Herbert Smith Freehills Kramer Global is serving as legal advisor.

The deal is part of General Mills’ ongoing portfolio restructuring under its Accelerate strategy, as it continues to prioritise brands and channels with higher growth potential. Since fiscal 2018, the company has reshaped its portfolio through multiple acquisitions and divestments, affecting nearly one-third of its net sales base.

In its latest fiscal 2026 third-quarter results, General Mills said it is investing in its brands to restore volume-driven organic net sales growth, with initiatives spanning its Remarkable Experience Framework, including product, packaging, brand communication, omnichannel execution, and consumer value.

The post General Mills to sell Häagen-Dazs shops in Mainland China appeared first on MARKETECH APAC.

In the role, Zhao will oversee strategic planning and operations across Omnicom Media China, with a focus on advancing the company’s AI and data capabilities through the use of its Omni AI intelligence platform.

Zhao brings more than 20 years of experience across the public and private sectors, having held roles in government, media, legal practice, consulting, and marketing technology. His appointment follows a stint as Chief Operating Officer of Omnicom Media China, where he helped lead business operations and client growth initiatives.

Prior to that, Zhao spent five years leading PHD China, overseeing client retention and business development efforts. During his tenure, the agency topped the 2024 China 4A Agency Network New Business Rankings.

Commenting on his new role, Zhao said, “The marketing ecosystem in China is undergoing a fundamental shift from ‘traffic competition’ to ‘intelligent decision-making. AI is no longer just an enabling tool; it is the core productive force driving business growth.”

He continued, “Omnicom Media China will no longer be confined to the traditional role of a media agency. Instead, we aim to become our clients’ Chief Growth Officer in the AI era. By leveraging the Omni AI intelligence platform, we will integrate full-link data and technology, embedding AI capabilities into every stage from strategy and creativity to media execution and performance measurement, helping brands achieve a comprehensive leap from precise targeting to tangible business conversion.”

The appointment comes as Omnicom Media continues to expand its use of AI and data-driven solutions across its operations and client services, reflecting broader shifts in the marketing and media landscape.

Tony Harradine, CEO, Omnicom Media APAC, commented, “Joey brings a rare combination of commercial acumen, entrepreneurial thinking, and deep understanding of how technology is reshaping our industry. His ability to connect business strategy, client growth, and AI-driven innovation makes him uniquely positioned to lead Omnicom Media China into its next chapter.”

He added, “China remains one of the world’s most dynamic and influential markets, and under Joey’s leadership, I am confident we will continue to strengthen our market-leading position by unlocking new opportunities for clients and delivering sustainable growth in an increasingly intelligent and connected marketing ecosystem.”

The post Omnicom Media elevates Joey Zhao to CEO role in China appeared first on MARKETECH APAC.

In his new role, Yong will oversee the group’s people, clients, and growth strategy across China, reporting to Chris Reitermann, Chief Executive Officer of WPP Greater China.

His responsibilities include leading the group’s operations across advertising, digital experience, social, influence, and public relations, while strengthening collaboration across its agency portfolio, including Ogilvy and Grey. Both agencies will continue to operate independently while working more closely across capabilities and client engagements.

Chris Reitermann commented,“I have had the privilege of working closely with Yong for 15 years and have seen firsthand the leader he has become. His strategic vision, integrity and unwavering commitment to our clients and people have earned him the trust and respect of colleagues and clients alike. His appointment reflects our long-term commitment to developing leadership from within and empowering proven talent to make an even greater impact. 

He added, “It gives me immense pride to see Yong step into this role, and I have every confidence in his ability to lead The Ogilvy Group China into its next chapter of growth. I look forward to continuing our partnership as we create even greater value for our clients.” 

Yong joined Ogilvy in 2011 and most recently served as president of Ogilvy Advertising China. He brings experience in brand development, client management, and business leadership, having spent more than a decade with the organisation.

He holds an MBA from Harvard Business School and has been involved in leading client and agency growth initiatives during his tenure at Ogilvy.

Commenting on his promotion, Yong said, “I’m honoured to take on this expanded role and deeply grateful for the trust placed in me. What has always distinguished Ogilvy is our ability to combine enduring expertise in brand thinking, creativity and integrated capabilities to help clients grow.”

He added, “As I take on this broader group leadership responsibility, I look forward to working closely with our teams across Ogilvy and Grey to strengthen collaboration, unlock new opportunities for our clients, and create an environment where our people can do the best work of their careers.” 

The post Yong Yuan takes helm as CEO of Ogilvy Group China appeared first on MARKETECH APAC.

Created by Fred & Farid Shanghai, the “Duo’s Great Resignation” campaign centred on Duolingo’s mascot, Duo, announcing his resignation, tapping into growing conversations around burnout, job dissatisfaction, and career uncertainty among Gen Z consumers in China.

The campaign quickly gained traction online, with more than 300 international and local brands joining the conversation through mock job offers for the mascot. Participating brands included Subway, Burger King, FILA, Unilever, HP, and Buick, alongside Chinese companies such as Meituan, Haidilao, Tencent, Honor, JD.com, and Yili. The fictional offers ranged from delivery jobs to executive roles.

As the campaign expanded, Duolingo and Fred & Farid Shanghai converted the fictional job offers into real employment opportunities for young people in China.

According to the companies, the campaign generated more than 108 million social impressions, over 100,000 in-app engagements, and upwards of 150 media mentions.

The post Duolingo turns mascot’s fake resignation into campaign generating 300+ job offers in China appeared first on MARKETECH APAC.

Under the remit, PHD China will oversee integrated media strategy and planning; media buying and execution; competitive analysis; media landscape research; as well as data analytics and tracking for the brand in China.

The appointment comes as brands in the premium lifestyle and home appliance categories increasingly focus on strengthening audience engagement through more targeted and experience-led marketing strategies.

Founded in Italy, De’Longhi is known for its coffee machines and kitchen appliances and has built a strong presence across global markets. In China, the brand is looking to tap into growing consumer demand for premium and experience-driven lifestyles.

As part of the partnership, PHD China will use Omnicom’s Omni platform and Generative Engine Optimisation capabilities to support media planning, audience insights, and performance tracking for the brand.

Cynthia Zhang, CEO of PHD China, said, “Lifestyle brands, particularly those built around coffee culture, are shifting from product-led narratives to experience-driven engagement.” Today’s media strategy must reflect changing consumer contexts while maintaining a distinctive and consistent brand voice across all touchpoints. We look forward to supporting De’Longhi in building a sustainable and scalable growth trajectory in China, helping them to outthink, outpace, and outgrow the competition.”

The post De’Longhi appoints PHD as media agency of record in China appeared first on MARKETECH APAC.