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posted on Aug. 04, 2025 at 9:20 amAug 4, 2025

Why localised storytelling is the future of Chinese automotive branding

posted on Aug. 04, 2025 at 9:20 amAug 4, 2025

Cheil MEA's Wang Junwen says that lasting success for Chinese automotive brands will come from relevance, not reach, and explains why brands commit to listening, adapting and celebrating culture.

Wang Junwen, Group Director – Omnichannel, Cheil Middle East & Africa on Chinese automotive brands

Wang Junwen, Group Director – Omnichannel, Cheil Middle East & Africa

When we first partnered with a leading Chinese automotive brand, our goal wasn’t just to build a social media presence — it was to start a conversation.

We were one of the first local agencies to help Chinese automotive brands establish a real digital footprint in the Middle East and Africa. From day one, we knew this market demanded more than a simple translation of global content.

It needed a transformation — an approach built on genuine understanding of local cultures and preferences. What gave us an edge was our ability to navigate both sides: we understood the expectations, mindset and brand language of Chinese clients just as well as we understood what resonates with consumers in this region.

That balance mad

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Tags:accessibility authenticity automotive brands building brands car manufacturers Cheil MEA cheil middle east and africa Chinese automotive brands collaborations Connections Culture design digital footprint engagements Events Expectations Experiences experiential experiential agency innovation local cultures localisation localised storytelling mindsets posts preferences progress relevance social media presence technology

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.