CBi plays chaperone to a Monkey and an Empress


CBi took on the challenge of introducing a quintessentially Chinese legend to an European historical icon at the World Expo in Shanghai.

The Austrian-Chinese branding day marketed as "Sisi Meets the Monkey King" on September 21at the Austria Pavilion aimed to promote Austrian design in China, and give insights into inter-cultural branding and design.

As such, CBi founder Cathy Huang was the perfect choice to deliver a keynote speech, highlighting the uniqueness of the Monkey King" spirit to the audience, many of whom were more familiar with Elisabeth, the 19th Century Empress of Austria also known as "Sisi".

In her speech to designers and other industry practitioners from both Austria and China, Cathy talked about the importance of understanding the distinct characteristics of Chinese consumers rather than blindly transplanting designs from different cultures. Her in-depth analysis of what makes Chinese consumers tick was an eye-opener to those in attendance, with many eager to speak with her further after the presentation.
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