Tide·Oriental Brand Culture Festival (Overseas): Riding the New Wave of Industry, Sharing New

In 2023, Chinese enterprises entering overseas markets entered a new wave. Even with more participants, the overseas market is still in a phase of expanding the pie. Especially with China's deepening foreign trade, the Belt and Road Initiative has driven infrastructure development in transportation, energy, communication, digital, and financial sectors, enabling enterprises to grow in cross-border e-commerce services and logistics, making the market broader and more accessible. China is now at the optimal moment to transform from a major exporter to a strong exporter.

Riding the Tide The Next Decade Will Be the Best Era for Brand Globalization

On the afternoon of November 9, the "All Things New, Gathering Momentum" 2023 Tianhe Going Global Alliance Inauguration Ceremony and "Guangzhou Shared Services" Going Global Policy Sharing Session was successfully held at Tangxia · Zhihui Park. The event was guided by the Guangzhou Municipal Commerce Bureau and hosted by the Tianhe District Commerce and Finance Bureau (Office of the National Cultural Export Base Construction Joint Conference of Tianhe District) and the Guangzhou Municipal Tax Service, Tianhe District Taxation Bureau.

The Tianhe Going Global Alliance was established on the principles of government guidance, enterprise leadership, voluntary participation, resource integration, and win-win cooperation. It was jointly initiated by five organizations: Guangzhou Boguan Information Technology Co., Ltd., China Merchants Bank Guangzhou Tianhe Sub-branch, Guangzhou HuiLiang Information Technology Co., Ltd., Guangzhou Titan Technology Co., Ltd., and Guangzhou Onion Fashion Group Co., Ltd., with 27 member units including Guangzhou Kugou Computer Technology Co., Ltd., Guangzhou 37 Interactive Entertainment Technology Co., Ltd., and Tuoyuan Xinsi International Exhibition Media (Guangdong) Co., Ltd.

The "Tide·Oriental" Brand Culture Festival (Overseas) [hereinafter referred to as "Tide·Oriental"] is a key going-global project initiated by member enterprises of the Tianhe Going Global Alliance, based on the needs of Chinese brands expanding overseas. The organizing unit of "Tide·Oriental" is Tuoyuan Xinsi International Exhibition Media (Guangdong) Co., Ltd., one of the founding members of the alliance. This project, aligned with the development direction of the alliance's enterprise going-global service policies, will bring new opportunities for helping Chinese enterprises promote their brands overseas and enhance the international competitiveness of Chinese brands, with the vision of building a world-class communication and exchange platform.

Seizing the Opportunity Building a Platform for Enterprises to Go Global

At the launch event, Mr. Chen Xin, founder of "Tide·Oriental", delivered a keynote speech on the project's content, delving into measures for enterprise brand globalization and the project's direction, giving participating enterprises a deeper understanding of the project's positioning and services.

Mr. Chen Xin introduced that "Tide·Oriental" is not only an exhibition and brand culture experience event for China's innovative high-quality consumer products, but also a large-scale carnival that uses multi-dimensional experiential scenes to present a new Chinese-style Eastern lifestyle, blending the new and traditional, modern fashion and future trends. It aims to help Chinese innovative consumer brands gain overseas consumers' perceptual recognition, brand exposure, high-end business networking, product sales reservations, and investment attraction. Through the festival's unique experiential approach, it breaks the limitations of traditional trade shows, creating "cultural recognition" for Chinese brands overseas, ultimately changing the stereotypical image of Chinese brands as "old", "low-end", "inferior", or "counterfeit", and establishing a positive mainstream image from "functional" to "high-quality" to "beloved" in overseas markets.

Multi-Party Collaboration Boosting Confidence for Enterprises Going Global

It is understood that since its preparation, "Tide·Oriental" has received comprehensive support from overseas political and business groups and media, including London & Partners, Nouvelles d'Europe, and XL Consulting UK. Domestically, more than 40 government and social organizations, including the Guangdong Provincial Chamber of International Commerce for Private Enterprises, Guangdong Cross-border E-commerce Association, Guangzhou Creative Industry Association, Guangzhou Nansha Silk Road Producer Services Chamber of Commerce, Guangzhou Nansha District Enterprise and Entrepreneur Federation, and Hunan E-commerce Association, have given high recognition and strong support, making them important partners of "Tide·Oriental".

Gathering Momentum Sharing New Opportunities for Going Global

The launch event revealed that "Tide·Oriental" will showcase products covering all aspects of daily life, including clothing, food, housing, transportation, and entertainment. The featured brands span various retail and consumer verticals, such as trendy apparel, home furnishings and appliances, electronics, smart mobility, premium personal care, sports and lifestyle, cultural and creative toys, and refined domestic goods.

Mr. Chen Xin stated that "Tide·Oriental" is not just about riding the new wave of Chinese enterprises going global, but also about actively exploring new models for brands to establish a presence overseas. With product exhibitions as the vehicle and brand culture experiences and Eastern art performances as the soul, the festival integrates six parallel vertical forums, investment and招商 conferences, brand globalization marketing summits, high-end business receptions, media interviews, and global live streaming, showcasing the new trends, fashions, and directions of Eastern lifestyle in the new era to overseas markets.

The inaugural "Tide·Oriental" brand event is planned to be held in London in 2024, lasting three days (Friday to Sunday), and has already received responses and participation from numerous Chinese consumer brand enterprises. The expected exhibition scale is 5,000 square meters, with 80+ Chinese exhibitors and approximately 20,000+ visitors. Invitations are planned for local government officials, experts and scholars, industry association representatives, chamber of commerce representatives, community representatives, consumer brand retailers, agents, investors, public consumers, mass media, and local KOLs and celebrities. In the future, "Tide·Oriental" will tour in regions including Europe, North America, Australia, the Middle East, Southeast Asia, Africa, and Latin America.

"Tide·Oriental" will continue to unite broader forces to ensure the event's successful implementation. We believe that in this new era, Chinese brands can, through "Tide·Oriental", strengthen international exchange and cooperation, rapidly amplify their overseas market influence with shorter time cycles and lower costs, ultimately achieving the goal of letting the world "fall in love with Eastern trend life".

For exhibition or visit reservations, please contact the organizing committee via the "Tide·Oriental" official account.