Zhengzhou hosted a significant convergence of international media perspectives at the 2026 China Internet Media Forum, where a notable shift in global consumer trends emerged as a central theme. Belgian digital creator Lucas Deckers became an unexpected case study when his shopping expedition at Mixue’s flagship store culminated in a literal breakthrough—his bag succumbing under the weight of purchased snacks, exclusive ice cream varieties, and collectible toys.
This incident sparked deeper conversations about China’s evolving role in the global marketplace. Deckers elaborated to China Daily that Chinese milk tea franchises and technology brands are achieving remarkable popularity across international markets. His observations challenge conventional perceptions, suggesting China is rapidly transitioning from its historical identity as the ‘world’s factory’ to becoming a source of desirable consumer brands and cultural products.
The forum provided substantive backing to these observations through expert testimony. He Lihong, presiding executive of the Yiwu Brands Association, presented compelling evidence of the growing ‘Shopping in China’ movement during panel discussions. Industry analysts at the event pointed to strategic branding, digital marketing sophistication, and product innovation as key drivers behind Chinese brands’ newfound international appeal. This trend represents a significant evolution in global trade dynamics, with Chinese consumer goods increasingly competing with established Western brands in markets worldwide.