Made in China, for China: Is patriotism the answer to its weakening economy?

BEIJING: Living in Beijing, where “allergens are flying around”, 26-year-old Yao Yao is very particular about her cosmetics — they must protect her skin. She spends about 500 yuan (S$93) a month on make-up and has quite a collection. She has, however, stopped looking for imported brands. “Maybe in the past, people used big brands … to gain face. But the thinking of young people now is that if we use domestic products, we’ll truly ‘have face,’” she said. Her words speak to a growing trend among China’s youth: Imported goods are out, Made-in-China is in. They call it “guo chao”, which translates as “national wave”. But it is not just a swell of patriotism that spurs Chinese consumers to opt for home-grown products over foreign ones. They prioritise domestic brands for the affordability and quality too, indicated a McKinsey report last year.