Shaoxing Silver Coast Import and Export Co Ltd , https://www.silvercoastfabric.com
In the wake of the global economic downturn, even Shanghai’s taxi drivers observe a growing frugality among expatriates. These foreigners, once considered the backbone of events like Linkin Park concerts in Shanghai, now account for just a fraction of the audience, opting for the cheapest tickets. Meanwhile, luxury brands steeped in Chinese cultural elements, often imagined as catering exclusively to foreigners, find themselves reevaluating their strategies amid financial turmoil. Vivienne Tam has expressed her desire to sell her company, while rumors swirl around Shiatzy Chen's operations. Shanghai Tang’s CEO, Raphael Le Masne de Chermont, counters by asserting his brand’s resilience, emphasizing that they do not market the "China Dream" to foreigners but instead ensure their products resonate equally well domestically and internationally.
This shift echoes a historical irony: before Marco Polo introduced the allure of the "Chinese Dream" to the West via Kublai Khan, "Made in China" today sometimes carries connotations of inferiority, associated with low-quality goods flooding global markets. Despite this, many international brands discreetly manufacture in China yet avoid labeling their products as such to preserve prestige. Contemporary China struggles to project its unique value onto the global stage, with its cultural exports often reduced to clichés or hybrid styles like the Shanghai deco aesthetic. The origins of brands like "Shanghai Beach," which claims to be a modern luxury brand rooted in China, remain steeped in nostalgia for Old Shanghai, with its design team balancing traditional Chinese motifs with Western influences—a delicate task that has not always been appreciated.
Vivienne Tam initially sought to capitalize on Cold War-era ideological contrasts when she first entered the U.S. market. Her early ventures into Hong Kong met resistance due to designs perceived as pandering to foreigners rather than appealing to locals. As China becomes increasingly integrated into the global economy, such politically charged approaches have faded. By contrast, "Shanghai Beach" has successfully distanced itself from fleeting fashion trends by grounding itself in timeless deco aesthetics.
Japan faced similar challenges during its rise, with its products once synonymous with poor quality evolving over decades into global leaders. Drawing inspiration from this trajectory, Ray Fu Yi, the mastermind behind "Shanghai Beach," proudly declares his brand represents premium Chinese craftsmanship. His rhetoric often leads people to overlook his French heritage, reinforcing his belief in China’s potential to reclaim its rightful place in the world. Yet, the challenge remains: how can China move beyond being viewed merely as a producer of cheap goods to becoming a source of innovation and cultural influence?
June 22, 2025