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Recently, the 2024 BOAO FORUM FOR ENTREPRENEURS, themed “New Blueprint for Reform, New Driving Forces for Development,” was held as scheduled. Over a thousand entrepreneurs from the world’s top 500 companies, China’s top 500 companies, and industry leaders gathered together to discuss new opportunities for reform and to explore the future of development.
On the afternoon of December 3, the “Brands Bring Better Future for the World – Boao Special Session of Global Forum for Brand Equity Strategists” was held at the Boao Asia Forum International Conference Center. The forum was hosted by the Brand Development Office of Xinhua News Agency, the News & Information Center Xinhua News Agency, and the Xinhua News Agency Shanghai Bureau.
The forum invited representatives from globally recognized brands, including Master Kong, Yuyuan Group, State Grid, ZF, Petstar, and others, as well as experts and scholars, to discuss key topics such as “How to Tell the China Story through Branding” and “How Chinese Culture Empowers Global Brand Communication.” Their insightful discussions inspired innovation and provided a valuable Chinese model for international brand communication in the new era.
Petstar Invited to Participate in the Boao Special Session of Global Forum for Brand Equity Strategists
Yu Xiaochun, Vice President of Tianyuan Pet and Brand Head of Petstar, was invited to participate in a forum discussion. She shared her brilliant insights on how pet brands can incorporate elements of Eastern aesthetics and traditional Chinese culture, winning frequent applause from attendees and the media.
As one of the leading listed companies in China’s pet industry, Tianyuan Pet has been deeply rooted in overseas markets for more than 20 years and is a well-known representative of China’s pet industry export enterprises. In recent years, Tianyuan Pet has also been making significant strides in the domestic market, especially in the creation of its own brands, with Petstar standing out as an innovative and unique example.
In a roundtable discussion, Yu Xiaochun emphasized that brand building plays a crucial role in Tianyuan Pet’s company strategy. She noted that today, the brand economy and IP economy are increasingly gaining attention, reflecting new consumption trends and the future direction of market development, and the pet industry is no exception. As a result, Tianyuan Pet is placing greater emphasis on the development of its own brands and IP, and is committed to incorporating elements of Eastern aesthetics and traditional Chinese culture into brand development.
As the head of Petstar, Yu Xiaochun further shared interesting stories about how the Petstar brand, which focuses on “Human-Pet Lifestyle Aesthetics+,” integrates iconic elements like “Chinese Red,” “Chinese New Year,” and “Awakening Lion” into pet products and creative activities.
For example, during the 2024 Year of the Dragon Spring Festival, Petstar partnered with a resort hotel in Huzhou to host an event called “Celebrate Chinese New Year with Your Pet.” By decorating the hotel lobby and rooms with festive Chinese New Year elements, Petstar allowed travelers with pets to not only experience the festive atmosphere but also achieve the vision of mutual care and beautiful coexistence between humans and pets.
“Now, Petstar is working closely with overseas partners to plan and prepare for the upcoming Chinese New Year. We aim to bring the Chinese New Year spirit to Malaysians and overseas Chinese who will celebrate the holiday abroad, enabling them to experience the unique bond between humans and pets, even in a foreign hotel,” Yu Xiaochun shared.
Yu Xiaochun also shared another exciting and captivating story about Petstar. In October this year, during the Shanghai Pet Fashion Week, Petstar combined the traditional Hanfu style and Chinese red elements to perfectly showcase “Eastern Aesthetics” through pet apparel, creating the stunning “National Trend Human-Pet Catwalk.”
“I have a vivid memory of one scene: a female pet owner wore a red Ma Mian skirt and held a long sword, while her dog donned a red qipao-style hoodie with leg straps, complete with a red leash. The scene evoked a feeling of heroism, like walking the world with a sword, and it deeply captivated the younger generation—those born in the 1990s and 2000s. This not only appeals to the tastes and expectations of the young consumer group but also reflects a revival of traditional Chinese culture. This is exactly what the Petstar brand wants to present to the world—Eastern aesthetics and cultural confidence.”
According to Yu Xiaochun, the integration of Eastern aesthetics rooted in Chinese culture is a rich mine worth exploring for product design and brand communication. With this approach, the emotional value and therapeutic benefits that pet products offer will be increasingly recognized and appreciated by consumers. In the future, Petstar will continue to make valuable explorations and innovations in this area.
Indeed, the trend of integrating Chinese cultural elements with the aesthetic preferences and needs of Generation Z consumers is becoming increasingly popular. For example, brands like Pop Mart and Miniso, which represent the brand economy, are highly sought after by Generation Z, and the emerging “Guzi Economy” concept has recently become a new investment focus. According to iResearch data, China’s two-dimensional and derivative markets reached ¥221.9 billion in 2023 and are expected to grow to ¥590 billion by 2029, with a compound annual growth rate of 18%. As of 2023, the number of users in China’s general two-dimensional market has surpassed 500 million.
Through these trends, it is clear that integrating Chinese cultural elements with a modern twist is an important avenue for the development of the pet industry, especially for brands like Petstar that are committed to bringing Eastern aesthetics to life and creating unique, culturally enriched products for a global audience.
