From 16 to 23 August 2025, the Overseas Brand Communication Research Expedition Team from Nanjing University's School of Journalism and Communication conducted an in-depth study tour of the Greater Bay Area. Centred on the theme of "Overseas Brand Communication", the team undertook a series of field investigations encompassing media organizations, technology innovation enterprises, and urban cultural landscapes. This journey not only provided participants with firsthand exposure to the convergence of technology and creativity, alongside industrial and market breakthroughs, but also prompted reflection on future pathways for brand internationalization through encounters with historical and cultural heritage.
Group photo of the team members at the airport
Media Insights
From 18 to 22 August, the expedition team visited Meta’s Hong Kong office, the editorial department of the century-old Ta Kung Pao, and Tencent’s headquarters. They exchanged views with industry leaders on topics such as the relationship between AI and advertising creativity, the core value of mainstream media rooted in quality, and Tencent’s strategic layout spanning consumer internet, industrial internet and social value innovation, including the global exploration of its Hunyuan Large Model.
Business Innovation
The team also explored the practices of Chinese brands going global by visiting three enterprises in different sectors: on 18 August, they toured Now TV’s headquarters to learn about Zijing International Channel’s decade-long localized content operation in Hong Kong, Macao and Southeast Asia; on 20 August, they visited Zeekr’s flagship showroom in Hong Kong to understand the localized market strategy of its high-end new energy vehicles; and on 22 August in Shenzhen, they visited Insta360, where they learned about the brand’s success in breaking into high-end markets in Europe, America, Japan and South Korea through precise positioning and KOL collaboration.
Urban Cultural Traceability
Beyond media and corporate visits, the team conducted cultural investigations in Hong Kong and Macao. On 16 August, they visited M+ Museum to experience the cultural connections between Guangdong and Hong Kong through its exhibitions; on 19 August, they toured the Hong Kong Design Center (HKDC) to learn about its industry platforms and AI-empowered innovative design projects; and on 21 August, they explored historical sites in Macao such as Guia Hill and the Ruins of St. Paul’s, gaining a firsthand understanding of the city’s unique integration of Chinese and Western civilizations.
Oral History of Chinese Advertising
During their research in Hong Kong and Macao, the team interviewed four prominent figures in China’s advertising industry. The interviewees shared diverse perspectives: Ji Wenfeng recalled the golden age of Hong Kong advertising emphasizing creativity and social care; Lun Jieying talked about her career path from copywriter to CEO with a focus on passion and quality control; Lao Shuang’en elaborated on people-oriented brand communication and the international discourse power of Chinese narratives; and Tsang Kam-sing advocated for culture-driven creativity while criticizing industry utilitarianism, providing valuable first-hand insights into the creative spirit and era value of Chinese advertising.
Embracing the Bay Area and Looking to the Future
Though brief, the time spent in the Greater Bay Area left an indelible mark on the team members. Reflecting on these eight days, each student gained insights and took away something meaningful.
In the context of global competition, how to tell brand stories well and Chinese stories well has become a new question given by the times. The 8-day field investigation on brand going global in the Greater Bay Area has ended, but the exploration of relevant topics is still continuing. The scientific expedition team is further sorting out and studying the valuable materials obtained during this trip, thinking about the answers to the problems of Chinese brand going global.
China has long attached importance to the development of the Guangdong-Hong Kong-Macao Greater Bay Area. As a window for foreign exchange, the Greater Bay Area has a unique international environment and rich international communication experience. The experience of the Bay Area is of great significance for Chinese brands going global. The scientific expedition team will turn their observations in the Bay Area into precious wealth, continue to explore the next journey, look forward to the future of Chinese brands going global, and help Chinese brands better integrate into the world.