In China, patriotism matters less

Consumers prioritize quality and value over boycotts of foreign goods

- CHAN HO-HIM

A CUSTOMER checks out Mao Zedong-themed wares at a Beijing market stall.

(KEVIN FRAYER Getty Images)

In China, consumerism appears to outweigh nationalism regardless of how testy relations have become in recent diplomatic spats with countries such as Japan and the United States.

It has been common practice for the ruling Communist Party to whip up nationalist sentiment and deploy propaganda condemning countries deemed to be violating China’s stance on territorial issues such as Taiwan and Tibet. At times, Beijing targets companies that make ideological missteps in their maps or advertising.

In the past, friction with Japan and the United States has led to calls for mass boycotts, protests in the streets or even vandalism on embassies or restaurants. These days, pure nationalism appears to not resonate so much with Chinese consumers accustomed to making their own personal consumption choices.

“Chinese consumers, especially urban middle-class and younger demographics, are not making everyday purchasing decisions based on nationalism,” said Jacob Cooke, chief executive of Beijing-based consultancy WPIC Marketing + Technologies.

Beijing reacted with outrage to Japanese Prime Minister Sanae Takaichi’s comment, not long after she took office in October, that an attack on Taiwan, the self-ruled island China claims as its territory, might require a military intervention by Tokyo.

Chinese officials have condemned the remark and moved to restrict some trade with Japan. Warnings to Chinese travelers to not visit Japan, an ultra-popular destination, have had a notable effect on its tourism industry.

Be that as it may, huge crowds turned up to the opening of an outlet of Sushiro at a Shanghai mall in December.

The Japan-based conveyor-belt sushi chain has become a smashing success since it opened its first branch in mainland China in 2021.