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Proudly made in China: How Chinese consumers are reclaiming domestic brands

By the end of the 90’s, China’s economic success was conspicuously exhibited in the logomania of its growing ranks of middle-class citizens. As the quality of living and workers’ wages reached new heights, Western brands spotted a golden opportunity and raced to set up shop in the East to reach China’s 1 billion consumers (and counting). Chinese students being sent abroad for academic study became exposed to previously unheard-of foreign labels, and returned home both knowledgeable and t