"Hot pot is less about the broth than the social experience. Milk tea is less about the drink than about the aesthetics, flavors, and social media appeal it carries. And sportswear is no longer just clothing, but a reflection of design, technology and lifestyle," Li said. "Increasingly, overseas consumers are buying experiences -- and a sense of identity."

　　Chinese brands are engaging global markets with a more open and collaborative approach, driven by the country"s growing innovation capacity, market vitality, and rising cultural appeal, said Wang Weiqiang, an associate professor at the business school of Zhengzhou University.

　　People attend the opening ceremony of Anta"s first North American flagship store in Beverly Hills, California, the United States, Feb. 13, 2026. (Photo by Zeng Hui/Xinhua)

　　NEW ROLE

　　Behind the commercial success lies a structural shift in how China participates in the global economy.

　　Consulting firm Kearney described Chinese brands as evolving from product sellers to ecosystem builders, and from market participants to network orchestrators. "By expanding global footprints in R&D and manufacturing, Chinese brands are strengthening competitiveness and becoming more integrated in local economic ecosystems," it said in a report.

　　The shift is visible on the ground. Automaker Chery inaugurated its first overseas regional operations center in Barcelona, Spain, last month. Yin Tongyue, Chairman of Chery, said the company aims to integrate into local R&D, manufacturing, supply chain systems and market structures, contributing to local economic development.