Taste in Chinese culture and Western Luxury Brands: Exploring young Chinese Customers' perceptions of Chinese culture elements in Western advertising

Since China's reform and opening as the world's most populous nation, China has been regarded as the world's most significant consumer, significantly influencing the global economic system and western brands. Among them, the consumption level of luxury products in China is among the best in the world. Moreover, previous findings shows that as Chinese luxury customers tend to prioritize exterior societal demands above internal personal needs, Chinese consumers exhibit a strong desire for luxury goods. In other words, the symbolic value of luxury goods has a place in contemporary Chinese society, as shown by several literary works. Based on the literature of European fashion and luxury goods in the Chinese market, combined with the study of Chinese culture and Chinese elements, this study investigates the attitude of Chinese consumers towards European luxury goods advertisements. Meanwhile, Chinese culture is a complex subject that researchers know little about. Chinese customers' interpretation of Chinese culture is also a significant element influencing their behavior. Therefore, this research aims to investigate how Chinese customers perceive European luxury products' expression of Chinese culture. These significant fields, which have been undervalued so far, might provide European fashion and luxury firms operating in China or contemplating market entry with valuable strategic guidance. Under the impact of Orientalism, this study examines the perspectives of European brands on Chinese culture from an academic standpoint. As well as the scholarly explanations for the patriotic opposition of Chinese consumers to European products. To achieve this goal, the researcher conducted semi-structured in-depth interviews with sixteen Chinese customers who had luxury brands purchasing experience in Europe and studied the process of interpreting European luxury products' comprehension of the Chinese cultural environment from a realistic standpoint. The results indicate that Chinese consumers perceive that European fashion luxury brands are rife with cultural stereotypes and biases. Under the impact of patriotism, Chinese consumers have raised outrage at the portrayal of Chinese cultural elements in the cross-cultural branding of European luxury products. The findings also provide advice for the cross-cultural strategies of European fashion and luxury firms entering the Chinese market. In addition, it can facilitate the entry of fashion and luxury products into the Chinese market by giving further cross-cultural communication recommendations and enhancing the interaction between brands and customers, thereby promoting effective communication between businesses. From a scientific perspective, research can help European fashion and luxury items better comprehend how Chinese customers view Chinese culture. In addition, the value structure of luxury brands and the motivations of Chinese customers to purchase European fashion and luxury items are investigated.