What makes a brand go viral in China? It’s not who you know. It’s not what you spend. And it’s definitely not what worked in your home market.

This KFD Mini Book explores how SKIMS, Brandy Melville, AUTRY, and Jaded London achieved explosive success - each for completely different reasons. You’ll uncover surprising insights into how Chinese consumers reinterpret global brands, how social trends (like the “stepmom dress”) become cultural movements, and how virality is often sparked not by strategy, but by unexpected alignment with local identity and emotion.

If you think going viral in China is just about influencer marketing, think again. This is a playbook for cultural resonance, not just reach.