Subjects to Change.
Chengcheng LiIdeas, Strategies and culture in motion. I write to help Western marketers understand China and Chinese brands understand the West.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 11 | Founded | 6 months ago | Last Issue | 17 days ago |
| Active | |||||
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chengchengli.substack.comLatest Issues
Has China Outgrown Cannes?
I started writing this one on the Eurostar to London for MAD//Fest. In my bag, as always, is a tiny Samsung portable charger that’s somehow survived every trip I’ve taken over the past decade. I picked it up at Cannes Lions exactly ten year...
Why China Is Obsessed with Erling Haaland
Earlier this year, an old advertising contact in Beijing reached out for some World Cup ideas for their client, Walovi. If you’re not Chinese, chances are you’ve never heard of the brand. Known in China as Wanglaoji (王老吉), it’s a household...
Bonus Edition - Can JD.com Succeed in Europe?
If you don’t know, I actually started my agency career in PR, which means I still have quite a few journalist friends back in China. Every now and then they call me up for comments, interviews or the occasional reality check on what is actu...
World Cup, K-pop, and well... Labubu
When global K-pop fans finally spotted LISA in the highly anticipated World Cup 2026 music video, they also spotted a familiar face twerking next to her - a giant Labubu dressed in a football jersey. That’s right. Just as headlines declarin...
FIFA World Cup is Having a China Problem, oops.
From LEGO to Adidas, World Cup ads have become the only kind of ads that matters for us advertising people. And it’s not even only football either. We all know the drill by now: every major global event becomes a feast for creatives - which...
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