Implementing Cultural Intelligence in Digital China
What is RED UNIT's outlook on Digital China? A highly digital, aesthetically pleasing and narrative-driven culture. Chinese society is a romantic, poetic and philosophical culture that has existed for thousands of years. China's rapid digitalisation has led to a change in consumer habits that favours premium, rather than basic, products and experiences - a trait that is well represented within the desirable middle-class market for UK brands.The question on everyone's lips is: how can Western brands utilise digital media and technology to develop a Chinese-friendly customer journey, all while providing an authentic representation of Chinese culture? Red Unit’s founder and creative lead Thorranze Cheung will share his message and experiences on why he believes cultural intelligence is the most important intangible asset to western brands when considering their digital strategy to China.
Thorranze Cheung – RED UNIT
Thorranze Cheung Red Unit’s Founder and Creative Director is highly experienced in supporting western brands and government organisations in the Chinese market. Originally graduating with a BA in advertising from Jinan University before completing a MA, in Graphic Design from the University of Edinburgh. Thorranze has gone on to work at world-leading agencies in the Chinese market such as Dentsu and McCann Erickson as well as global media giant Sony Entertainment. In 2016 Thorranze furthered his passion for creativity and supporting western brands in China, setting up his own agency RED UNIT and has since seen great success public, retail and food and drink sectors across the UK.