2026 will mark the tenth anniversary of the establishment of China Brand Day. Ten years of changes have followed us all the way.
At 20 o’clock on June 5th, the China Brand Day Gala will be broadcast simultaneously through Xinhua News Agency’s new media matrix and mainstream social platforms.
With the theme of “Chinese Brand·Sharing the World”, the party anchored new productivity, integrated digital technology and cultural heritage, and connected high-quality domestic products, hard-core technology and international reputation to create a brand feast of “towards innovation, wisdom and the world”, and jointly witnessed the growth and expansion of Chinese brands.
Technology gives new quality
Hard core shows strength
Innovation is the foundation, technology is the wing, and new productivity lights up the highlight moment of the brand day party.
At the party, cutting-edge technology brands appeared together, and hard-core achievements were intensively presented, showing the audience the strong momentum of innovation-driven development of Chinese brands.
Xuanji Technology makes a stunning debut with digital cultural and creative technology, using national comic IP to rejuvenate the brand and promote the deep integration of traditional cultural IP and modern technology.
‘Technology is the foundation of animation. We always adhere to the concept of spreading the beauty of culture through fashion and technology, and use the aesthetics that young people like to tell Chinese stories and spread Chinese culture.
’ said Mao Zhongyuan, senior partner of Xuanji Technology.
Relying on industrial Internet technology, Haier Group’s smart home full-scenario solution demonstrates the latest breakthroughs in the smart home field, injecting technological vitality into a better life.
As a leader in the embodied intelligence industry, Zhiyuan has used its technological achievements to demonstrate its leading position in the industry in 2026, the “first year of deployment” of embodied intelligence – allowing robots to move from being “active” to “capable” and creating actual value in real scenarios.
From technological breakthroughs to scenario implementation, technology brands are continuing to make efforts to promote the deep integration of cutting-edge technology with the real economy.
Chinese brands are using technological innovation as an engine to accelerate the cultivation of new productive forces and inject hard-core power into Chinese-style modernization.
Ingenuity builds high-quality products and culture nourishes brands
Adhere to integrity and innovation, inherit ingenuity, and Chinese brands demonstrate cultural depth while adhering to quality.
This year’s party focused on the integration of tradition and modernity. A group of brands with both ingenuity and innovative vitality appeared together, practicing the “three transformations” and writing a new chapter in the rise of domestic products.
Time-honored and regional specialty brands such as Fujian Xianyou Classical Furniture and Shanxi Bayi Kiln Ceramics are on the stage, allowing millennium intangible cultural heritage skills to collide with modern design, integrating traditional craftsmanship into modern life scenes, and aiming to rejuvenate old craftsmanship.
For example, Xianyou Furniture adheres to the mortise and tenon craftsmanship, integrates contemporary aesthetics, and creates high-quality furniture that is both practical and collectible.
Bayi Kiln inherits the red and green firing techniques and innovatively launches cultural and creative tableware and artistic ornaments, bringing intangible cultural heritage into the homes of ordinary people.
At present, national style and trend are leading the new trend of consumption, and cultural empowerment has also polished the foundation of the brand.
Taking the well-known Yuyuan Garden in Shanghai as an example, the IP and special scenes of “Mountains and Seas” created based on the Classic of Mountains and Seas are revitalizing the business through traditional culture and leveraging national trends and creativity to stimulate cultural tourism consumption.
Xu Weixin, a partner of Yuyuan Co., Ltd., said frankly: “We have always adhered to the oriental life aesthetics as the core strategy, and we know that the cultural heritage that cannot be copied is the core competitiveness of brand development.”
It is hoped that by creating a national-level intangible cultural heritage Yuyuan Lantern Festival, we can delve into the excellent culture of the Classic of Mountains and Seas, develop more cultural and creative co-branded products, and organize more immersive national-style performances, so that domestic and foreign consumers can see culture, experience culture, and ultimately take away culture.
‘
With culture as the root, technology as the wing, and experience as the basis.
On the party stage, the Peking Opera rock song “Success in the First World War” made a stunning appearance. Zhang Qi and Fu Xiru collaborated across borders, integrating traditional Peking Opera singing into modern rock style, and paired it with the wonderful performance of the Zhejiang Shao Opera Art Research Institute to achieve innovative transformation and creative interpretation of traditional opera.
From traditional craftsmanship to national trends and cultural creativity, from the renewal of time-honored brands to the rise of regional brands, Chinese brands are digging deep into cultural connotations, building quality with ingenuity, and shaping souls with culture, promoting the leap from “Made in China” to “Created in China”, so that domestic products have both “quality confidence” and “cultural charm.”
Star power gathers traffic and spreads the voice to thousands of families
Stars help out and pass on the fire from generation to generation. Star power and brand power empower both sides, adding luster to Chinese brands.
This year’s party brought together powerful singers such as Zhang Yixing, Tan Jing, and Li Sidani, cross-border artists such as Zhang Qi, Fu Xiru, world swimming champion Li Bingjie, and special performers such as the Reinforced Concrete Youth League and Daniel Daniel. The Zhiyuan Expedition A2 robot made a grand appearance, conveying the upward power of Chinese brands in multiple forms, making the brand story more disseminable and contagious.
The opening show “Youth Asking the Moon” was performed by the Reinforced Concrete Youth Troupe, and the dynamic street dance ignited the atmosphere; Li Sidani sang “ICONIC” and “What’s Your Name”, and the energetic melody highlighted the national trend; Zhang Yixing brought “We Should Be Self-Strengthening” and “Big Sedan”, and the passionate singing conveyed the brand’s confidence; Tan Jing concluded the party with a soulful performance of “On the Top of the East Mountain” and “Starlight Journey”.
It is worth noting that at the party, the Zhiyuan Expedition A2 robot and swimming world champion Li Bingjie jointly appeared on the stage and jointly praised the “2026 My Favorite Chinese Brands”. Combining technological power with sportsmanship, it not only demonstrated the interactive intelligence advantages of Zhiyuan Robot, but also conveyed expectations for the high-quality development of Chinese brands.
In addition, Daniel Daniu, a singer from Belarus, praised domestic products with the Rap “Chinese Brands Are Cows”, which deeply integrated brand communication and artistic performances, and also spread the positive energy of Chinese brands to thousands of households.
The trend spreads all over the world and is shared by the whole world
Open and inclusive, shared by the world, the international influence of Chinese brands continues to rise.
The party unveiled two major lists, “Like 2026 My Favorite Chinese Brands” and “2026 Foreigners’ Favorite Chinese Brands,” covering multiple fields such as smart manufacturing, Internet services, and cultural and creative consumption, demonstrating the recognition and reputation of Chinese brands in the global market.
The brands on the list include technology giants such as Haier and Huawei; Internet brands such as TikTok and Alibaba benefit global users with high-quality services; time-honored brands such as Moutai and Wuliangye carry Eastern culture to the world; consumer electronics leaders such as Vivo and Xiaomi are deeply involved in imaging and full-scenario intelligent ecology, and sell well at home and abroad with their hard-core domestic products; there are also new entity benchmarks such as JD.com, relying on full-link supply chains and self-developed logistics, to deeply cultivate domestic consumption and steadily expand the global business map.
At present, China’s exports of goods trade have ranked among the top in the world for many years in a row, and the proportion of self-owned brand exports continues to increase.
More and more Chinese brands are integrating into the global industrial chain and supply chain with their technology, quality and services, bringing China closer to the world and allowing the world to share the dividends of Chinese brand development.
From innovative breakthroughs in cutting-edge technology to the ingenious inheritance of traditional brands, from local benchmarks to global blooms, Chinese brands are moving steadily forward on the road of high-quality development with a high-spirited attitude, writing a new chapter in the era of “Chinese Brands Shared by the World”, and constantly polishing the business cards of Chinese brands in the wave of globalization.
