London forum explores rise of Chinese brands

In 2024, China recorded a total of 131.9 million inbound tourist visits. Among them, foreign tourist arrivals reached 26.94 million, marking a remarkable year-on-year growth of 95.5 percent.

Zhang Li, director of the China National Tourist Office London, said during the event that tourism has become "the most vivid window" on the country's image and a natural bridge to global markets.

When visitors experience China's high-speed rail network, smart payment systems, clean cities, and courteous service, their perception of the country becomes increasingly positive, he said. "This favorable impression translates into greater trust and credibility for Chinese brands — from Huawei's 5G technology to Alipay's cashless convenience — creating a powerful halo effect that extends to emerging sectors such as electric vehicles and smart home appliances."

Wang Dufu, chairman of ICBC-AXA Life— ranking No 1 on the Brand Finance Global Banking 500 for nine consecutive years — listed four drivers for the company's brand building: riding the tide of high-level opening-up, shared responsibility between Chinese and foreign shareholders, elevated image through customer service and public welfare, and building a global brand rooted in China.

Gao Dekang, chairman and CEO of Bosideng shared the brand development and vision a video address during the event. He said that the opening of the Bosideng's first overseas flagship store in London in 2012 was "a key international step". The company will continue to optimize its layout as well as strengthen innovation and cooperation, he added.

The brand now ranks the 45th in the "Apparel 50 2025" report released by Brand Finance.