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In China, consumerism trumps nationalism despite tensions with the U.S. and Japan

Urban middle-class and younger Chinese consumers favor quality and lifestyle over nationalism despite diplomatic tensions, with foreign films and brands thriving amid economic anxieties.

  • On Tuesday, February 10, 2026, Chinese consumers are prioritizing quality over nationalism, with analysts noting they are not choosing brands for patriotic reasons, but based on needs and lifestyle, said Jacob Cooke.
  • The ruling Communist Party has long whipped up nationalist sentiment over Taiwan and Tibet, and recently condemned Prime Minister Sanae Takaichi's remark while restricting some trade with Japan.
  • Long lines formed for Sushiro openings in Beijing and Shanghai, while Disney's Zootopia 2 earned more than 4.4 billion yuan, showing strong demand for foreign brands.
  • Travel warnings and flight cancellations by state-owned airlines and travel agencies hurt tourism, with visits down about 330,400 in December, recent data show.
  • Amid economic anxiety and pandemic fatigue, consumers favor value over patriotism as strong Chinese domestic brands and Ralph Lauren, New York-based fashion brand, gain market share recently.
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In China, consumerism trumps nationalism despite tensions with the U.S. and Japan

Chinese consumers are prioritizing quality and value over patriotism, regardless of how testy relations become in recent diplomatic spats with countries like Japan and the United States.

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Winnipeg Free Press broke the news in Winnipeg, Canada on Monday, February 9, 2026.
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