Anticipating the rapid development of the Chinese market, many global luxury brands are trying to regain direct control by buying back their operations from their Chinese business partners.

Looking back over the past decades, international events are often used by host countries to promote their nation’s brand. Some have said that the Olympics successfully repositioned Greece and Spain as attractive nations, and the 1933 Chicago Expo is regarded as a marker for the US recovery from the recession. With the 2010 World Expo now underway, will China’s brand image improve on the global stage? What does China need to do to take full advantage of this opportunity?

“Drink Tsingtao, Understand China” reads one ad from the Chinese beer label’s newest campaign. Others play on Chinese drinking customs, like “In China, there’s a penalty for arriving late to drinks: down 3 beers.” Even though they are only displayed domestically, these ads are in English. Approximate Chinese “translations” in much smaller characters are also included below the main text.

Gap has unveiled its plans to enter the Chinese market as part of its global expansion strategy. The retailer will open stores and launch an online site by the end of 2010.

The American apparel brand Levi’s has announced the launch of a new global brand in China this fall. During its ten years in China, this is the first time Levi’s had launched a brand outside the US, signaling the importance of the Chinese market for the company. (See our previous post on Hermes launching a brand for China.)

As the Dragon Boat Festival approaches, many international food chains are launching their special products for this traditional Chinese festival. Starbucks stood out last year when it launched its “ice zongzi” and received positive feedback from consumers. This year, Starbucks is taking their localization attempts one step further and releasing Dragon Dumplings with 5 tastes and colors, which represent 5 blessings: coffee stands for warm love, gold for bright future, green for persistence, rose red for good luck, and white for peace. There are already many local and foreign brands offering customized moon cakes surrounding the Mid Autumn festival in China, will zongzi for Dragon Boat festival be the next big thing?

During the 10-day countdown to the opening of Expo 2010 Shanghai, McDonald’s officially launched a series of special products with the theme of "I’m lovin’ it--McDonald's Shanghai taste!”. These Shanghai-flavored products include chicken wings with preserved bean curd, sweet-sour boneless pork hamburger, and modern lemon salt soda water. McDonald’s has also made an "I’m lovin’ Shanghai" commemorative Love Bear.