Between Dragons
and Data
How China Is Redefining Design
Fabian Furrer, President of Dongdao Creative Branding Group International, has been actively involved in shaping and influencing the development of design and branding in China for over 20 years. As a juror for design competitions such as the iF Design Award and the Good Design Australia Award, he frequently travels between continents and is our go-to partner when it comes to design in China.
We’ve enjoyed a close and ongoing exchange with Fabian and Dongdao founder Jianjun Xie for many years. Following a visit to Munich, Fabian answered the some questions for us.
East and West: »Seeing the World Through Different Lenses«
Here’s something I often find myself thinking about while living in China as a Westerner: Do people from the East and West truly see the world differently, or is it more about how we interpret what we see? Scientists say our eyes take in the same reality, but the mind? That’s where things get interesting. The way we filter and make sense of what’s in front of us is shaped by the culture we come from—and it shows up everywhere, especially in design.
Take German design: clear, logical, and functional. It’s all about precision and order. Chinese design, on the other hand, often balances symbolism, tradition, and adaptability. It’s fluid, layered, and deeply rooted in history. These aren’t just aesthetic choices—they reflect entirely different ways of thinking and understanding the world.
As our world becomes more connected, understanding these different perspectives isn’t just fascinating—it’s essential. Because when East meets West in design and branding, something incredible happens. The question is: how do we combine the best of both without losing what makes each unique?
The Chinese branding and design market has evolved rapidly in recent years, moving from adopting Western strategies to developing its own unique voice.
How has China’s design and branding market changed — and what’s surprised you the most?
The Chinese branding and design market has evolved rapidly in recent years, moving from adopting Western strategies to developing its own unique voice. Chinese agencies now excel at blending global techniques with local culture, creating fresh, innovative, and highly adaptable brand strategies and design solutions.
There’s also been a significant shift toward storytelling and user experience. It’s no longer just about visual identity; it’s about crafting a complete brand journey that emotionally and culturally connects with audiences.
See our example (Dongdao) of “CGTN Art Promotion Plan", which combines the Chinese character "art" with the English "arts"; and people with different cultural backgrounds can see the same "art", which represents the exchange and cooperation of Eastern and Western cultures.
China’s design market — are local or global agencies taking the lead?
China’s design and branding scene is evolving at lightning speed, with local and global players bringing different strengths to the table. Local agencies have the edge in cultural insight and agility, while international firms offer global experience and polished creativity.
Are Chinese agencies ready for the world stage?
Breaking into the global market isn’t easy — especially for Chinese brand agencies. The challenge goes beyond speaking English; it’s about understanding cultural nuances and crafting messages that resonate worldwide. Managing teams across countries adds another layer, requiring alignment of different work styles and creative processes.
Yet, some Chinese agencies are already making an impact. MAD Architects, with offices in Beijing, L.A., and Rome, and BlueFocus Communication Group, which expanded globally through key acquisitions, are great examples. However, when it comes to purely branding and design agencies competing in Western markets, I have yet to see it truly happen.
What makes Chinese branding stand out from Western (like German) branding?
Chinese and Western branding – especially the German approach – feel worlds apart. It’s not just a difference in style but a clash of philosophies.
Western branding is all about strategy and structure – meticulous, data-driven, and built for long-term consistency. Every decision fits into a carefully crafted framework, like constructing a cathedral brick by brick.
Chinese branding? It’s fast, fearless, and thrives on change. With trends shifting overnight, brands prioritize adaptability and creativity. It’s less like building a cathedral and more like setting off fireworks – brilliant, explosive, and impossible to ignore.
Neither approach is better, but the contrast is electrifying.
How important is internationality versus locality in Chinese branding?
Chinese branding constantly balances staying true to local roots while striving for international appeal. Lately, more brands are embracing traditional Chinese culture – but with a fresh, modern twist.
However, when brands go global, the focus shifts. Cultural symbolism takes a backseat to connecting with international consumers and adapting to different markets.
My designer colleague, Rainmo, recently shared a perfect example: Hong Xing Qian Jin (红星前进) – a retro-inspired bread and milk brand with a fun, user-friendly experience. Their packaging caught me off guard – traditional Chinese colors, motifs, and calligraphy, but in a way that feels playful and contemporary.
In China, tradition isn’t left in the past – it’s remixed.
Are traditional design elements still relevant, or is it all about embracing modernity now?
In China, tradition isn’t left in the past – it’s remixed. Brands here aren’t choosing between heritage and modernity; they’re blending them, creating designs that feel both deeply rooted and strikingly fresh.
This fusion of old and new is a movement. As brands recognize the power of cultural authenticity in driving loyalty, they’re also balancing it with minimalist, modern aesthetics that appeal to global tastes. It’s this tension – and harmony – that makes Chinese branding so exciting right now.
What's trending in China: popular colors, fonts, and symbols?
Red dominates Chinese branding – symbolizing luck, celebration, and prosperity – while gold adds luxury and status. Lately, green is gaining traction, reflecting the rise of sustainability.
For fonts, I think modern, clean styles are everywhere, especially with tech and fashion brands. But you’ve also got these beautiful calligraphy-inspired fonts that bring in a sense of tradition and authenticity – I love that balance.
When it comes to symbols, dragons are always strong – they’re about power and good fortune. But I’m also seeing more lotus flowers and bamboo, symbols of beauty and resilience, which seem to resonate more with a modern audience. And there’s a real shift toward minimalist shapes, embracing sleek, modern design. What’s cool is how everything blends: the old meets the new to create something fresh and meaningful.
See our example (Dongdao) of »C-LOONG«, which integrates the IP image with traditional artifacts and fashion products, blending tradition with a modern, humanistic touch.
What design trends are hot in China right now?
Right now, design in China is all about blending the old with the new. This fusion is speaking directly to consumers who want to stay connected to their roots while embracing modern, global trends.
Brands like Li-Ning and Hong Xing Qian Jin master this fusion, using familiar symbols with a fresh twist. Li-Ning’s »中国李宁« logo nods to tradition while staying street-ready. Retro sportswear gets a futuristic upgrade with high-tech materials, bold red-and-gold palettes, and sharp, modern cuts. It’s nostalgia meets innovation – perfect for a new generation embracing both heritage and global trends.
To make it in China’s design world, you have to be fast, culturally aware, and ready to adapt.
How Are AI and Big Data Shaping Branding in China?
AI and big data are revolutionizing branding in China, giving companies the power to predict consumer desires. AI now understands consumer behavior in ways that feel almost intrusive, and startups like DeepSeek are at the forefront, blending AI with design to create culturally resonant content for Chinese audiences.
Yet, this raises a crucial question: What happens when AI knows us better than we know ourselves? As we embrace this AI-driven future, we must ask—are we enhancing the consumer experience or just becoming pawns in a digital game? It’s a game-changer, but at what cost?
How are platforms like WeChat (Weixin), TikTok (Douyin), and Xiaohongshu (Little Red Book)… transforming how brands communicate?
Platforms like WeChat, Douyin, and Weibo are more than just communication tools—they’re reshaping how brands connect with people. With the perfect mix of social media, e-commerce, and real-time engagement, these platforms are forcing brands to rethink everything.
But here’s the big question: as these platforms redefine branding, are we truly connecting with our audiences, or are we just creating more noise in an already crowded space?
What does it really take to thrive in China's design world?
To make it in China’s design world, you have to be fast, culturally aware, and ready to adapt. Ideas need to be fresh, bold, and actionable. But here's where it gets tricky: while creativity is expected to move at lightning speed, decisions can drag their feet. Clients are no longer impressed by big words and abstract concepts – they want to see concrete, useful examples of how ideas will actually look and work in practice.
How will (Chinese) design evolve in the next few years?
Lately, I’ve been reflecting a lot on the future of design (in China). On one side, the »AI-Driven« world promises speed, efficiency, and mass production. The mid-tier market, where many agencies once thrived, may well fade away under AI’s relentless efficiency and cost-effectiveness. On the other side stands the »AI-Free«, craftsmanship-driven world – a space where true artistry and human insight take center stage.
What excites me is that while much of the world rushes to embrace AI, there’s still a vital place for those who stay true to their craft. These designers won’t just create – they’ll elevate. The future of design, it seems, will be defined by this tension: »man versus machine.«
Can European and Chinese agencies truly collaborate, or are the gaps too wide?
This question hit me when I visited MINISO's flagship store on the Champs-Élysées in Paris earlier this year. It was a reminder of how a Chinese brand – through smart collaboration with local teams – has successfully carved out a space in global markets.
If MINISO can do it with a mix of homegrown creativity and local partnerships, could European and Chinese agencies overcome cultural and strategic differences to create something truly impactful together?
Many thanks to Fabian for taking the time for the interview.
About Dongdao
For many years, Dongdao has been one of China’s leading agencies for brand design and management. Known for its creative design solutions and high efficiency, the company has received numerous national and international awards – and is a key player in China’s dynamic creative industry.
