{"id":100697,"date":"2026-11-13T15:41:36","date_gmt":"2026-11-13T18:41:36","guid":{"rendered":"https:\/\/murray.adv.br\/?p=100697"},"modified":"2026-11-13T15:41:36","modified_gmt":"2026-11-13T18:41:36","slug":"asian-brands-gain-ground-in-brazil-with-new-marketing-playbook","status":"publish","type":"post","link":"https:\/\/murray.adv.br\/en\/asian-brands-gain-ground-in-brazil-with-new-marketing-playbook\/","title":{"rendered":"Asian brands gain ground in Brazil with new marketing playbook"},"content":{"rendered":"<section class=\"content--header\">\n<div class=\"row content-head non-featured \">\n<div class=\"title\">\n<h6 class=\"content-head__title\" style=\"text-align: center\"><em><strong>Chinese, Japanese, South Korean companies reshape consumer expectations in Brazil<\/strong><\/em><\/h6>\n<\/div>\n<\/div>\n<div class=\"content__signa-share\">\n<div class=\"content__signature\">\n<div class=\"content-publication-data\">\n<div class=\"content-publication-data__text\">\n<div class=\"content-publication-data__from\"><\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p class=\"content-publication-data__updated\"><time datetime=\"2026-11-13T09:33:08.847-03:00\">11\/13\/2026<\/time><\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content__share-bar-container\"><\/div>\n<\/div>\n<\/section>\n<div id=\"mc-article-body\" class=\"mc-article-body ready cropped\">\n<article>\n<div class=\"no-paywall\">\n<div class=\"row medium-uncollapsed content-media content-photo\" data-block-type=\"backstage-photo\" data-block-id=\"0\">\n<div class=\"mc-column content-media__container\" data-image-display=\"normal\">\n<div class=\"content-media-container\" style=\"text-align: center\">\n<figure class=\"content-media__figure\"><img loading=\"lazy\" decoding=\"async\" class=\"content-media__image aligncenter\" src=\"https:\/\/s2-valorinternational.glbimg.com\/xbHrAr-ln0J_0bmbtD1GRSb9EEI=\/984x0\/smart\/filters:strip_icc()\/i.s3.glbimg.com\/v1\/AUTH_63b422c2caee4269b8b34177e8876b93\/internal_photos\/bs\/2026\/U\/D\/NNuRJVTsqkDvVOyrsBsQ\/foto13emp-101-conexao-b8.jpg\" alt=\"TV Globo correspondent S\u00f4nia Bridi speaks at Conex\u00e3o CMO event, hosted by Globo and Valor \u2014 Foto: Flavio Rodrigues\/Divulga\u00e7\u00e3o\" width=\"492\" height=\"317\" \/><figcaption class=\"content-media__description\">TV Globo correspondent S\u00f4nia Bridi speaks at Conex\u00e3o CMO event, hosted by Globo and Valor \u2014 Photo: Flavio Rodrigues\/Divulga\u00e7\u00e3o<\/figcaption><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mc-column mc-side-item__container\" data-block-type=\"ads\" data-block-id=\"1\"><\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"37\" data-block-id=\"2\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">A focus on product innovation, heavy investment in advertising, and playful marketing campaigns are among the cultural characteristics of <strong>East Asian companies<\/strong> helping them win over Brazilian consumers in sectors such as cosmetics, automobiles, beverages, and services.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"118\" data-block-id=\"3\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">The growing influence of East Asia also represents a business opportunity for Brazilian brands, according to a study titled \u201c<strong>Asia in Motion<\/strong>,\u201d presented on Thursday (12) at <strong>Conex\u00e3o CMO, an event organized by Globo and Valor for marketing executives<\/strong>. \u201cThis trend has significant influence on the advertising market,\u201d said <strong>Eliseu Barreira, Globo\u2019s director of strategy and business intelligence<\/strong>, at the event. \u201cThe arrival of these new competitors, with different approaches to innovation, positioning, and communication, is also changing competitive dynamics and creating new benchmarks for companies from all backgrounds,\u201d he added. Over the past 12 months, Chinese, Japanese, and South Korean companies spent R$3.2 billion on advertising in Brazil, a 16% increase from the previous year, Barreira noted.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"51\" data-block-id=\"5\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">Making products tangible, rather than simply promoting an idea or concept, is one of the distinctive features of East Asian brands\u2019 advertising campaigns compared with those of Western companies, said <strong>Bruno Pompeu<\/strong>, a professor at the University of S\u00e3o Paulo\u2019s School of Communications and Arts (ECA-USP) and coordinator of Casa Semio.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"54\" data-block-id=\"6\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">\u201cAsian brands always keep the product at the center. You could talk only about a technological innovation, but it is important to remember that the product itself exists in the real world. That is something entirely new for people who were almost imagining that consumption was becoming dematerialized,\u201d Pompeu said while presenting the study.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"64\" data-block-id=\"7\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">Another notable feature is the media strategy adopted by Asian cosmetics brands. \u201cWe found that they have built their audiences on social media, but they continue to invest heavily in points of sale, brand activation and what are traditionally considered conventional media,\u201d the professor said. \u201cThey have a much more sophisticated understanding of how different media channels work together than we sometimes see here.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"48\" data-block-id=\"8\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">Brazil is among the world&#8217;s 10 largest consumers of South Korean cosmetics. Brazilian imports of personal care, perfumery, and cosmetics products from South Korea nearly tripled in three years, reaching $34.6 million in 2025, according to the Brazilian Association of the Personal Hygiene, Perfumery, and Cosmetics Industry (Abihpec).<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"44\" data-block-id=\"9\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">South Korean K-pop is a prominent example of how culture and consumption can be integrated, gaining widespread popularity in Brazil, as have Asian television dramas, commonly known as doramas. The Japanese adaptation of the word \u201cdrama\u201d was added to the Portuguese-language dictionary in 2023.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"53\" data-block-id=\"10\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">The production values of East Asian television dramas have helped popularize the format, said journalist, author, and <strong>TV Globo special correspondent S\u00f4nia Bridi<\/strong> during a panel discussion at the event. Investments in culture and education in South Korea and China are examples of the pragmatic approach adopted by those countries\u2019 governments, she said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"50\" data-block-id=\"12\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">\u201cSouth Korea invested in K-pop and K-drama production in the same way a country invests in a strategic industry such as oil production or the manufacturing of phones and televisions. In other words, there is a government-led strategy to project the country\u2019s image abroad,\u201d the journalist and documentary filmmaker said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"50\" data-block-id=\"13\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">Bridi lived in Beijing for two years, from 2005 to 2006, where she and her husband, cinematographer Paulo Zero, established TV Globo\u2019s first bureau in Asia. She recounted the experience in her 2008 book, \u201cLaowai: Hist\u00f3rias de uma rep\u00f3rter brasileira na China\u201d [literally, stories of a Brazilian reporter in China].<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"77\" data-block-id=\"14\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">China\u2019s innovation process initially involved copying products, but the country has since evolved, Bridi noted. She recalled deciding to buy a pickup truck from a Chinese brand that at the time was imitating a Western model. When a problem arose involving the jack mounting point, the company fixed it with a block of wood. \u201cIt was a great lesson for me\u2014not about China\u2019s backwardness, but about the Chinese ability to find solutions to problems,\u201d the journalist said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"55\" data-block-id=\"15\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">\u201cToday I drive a fully electric car packed with technology, made by the same brand I bought from in China. I think that anecdote shows how, in 20 years, a company can go from imitating another brand, and not even doing a very good job of it, to becoming an innovative global brand,\u201d Bridi said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"95\" data-block-id=\"16\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">Collectivism is also a strong feature of East Asian cultures, including in education. Having followed the development of Chinese universities and their partnerships with American and European institutions, the documentary filmmaker noted that the choice of university major is also part of the government\u2019s planning in China. \u201cThey have a lot of influence over what you study. It is not about what you want to be in life, but what the country needs,\u201d she said. \u201cChinese leaders, for example, tend to come from polytechnic universities, while Western leaders are more likely to have studied law.\u201d<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"161\" data-block-id=\"18\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">A strong commitment to consumers is another important aspect of Chinese business culture. \u201cIn China, when you become someone\u2019s customer, you become a friend, and they have an obligation to help you with any problem you may have,\u201d Bridi said. The expansion of Chinese automakers in Brazil was also highlighted in the analysis of East Asian brands. Pompeu cited a <strong>BYD<\/strong> campaign that brought together 30 critics of the brand to test a new vehicle, borrowing the format of a public grilling that has become popular on social media. \u201cThey brought in 30 people who said they hated the brand and created a radio ad saying: \u2018If you\u2019re a BYD hater, watch out, because the new car is going to win you over,\u2019\u201d the professor said. \u201cIn the West, you don&#8217;t address your future customers as people who hate you. That is not the only way to approach consumers, but it suggests building a more candid relationship with them,\u201d he said.<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"32\" data-block-id=\"19\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\">From January through October, Chinese brands accounted for 19.12% of passenger car and light commercial vehicle sales in Brazil, according to data from the National Federation of Motor Vehicle Distribution (Fenabrave).<\/p>\n<\/div>\n<div class=\"mc-column content-text active-extra-styles \" data-block-type=\"unstyled\" data-block-weight=\"6\" data-block-id=\"20\">\n<p class=\" content-text__container \" data-track-category=\"Link no Texto\" data-track-links=\"\"><strong><em>(Bianca Guilherme contributed to this report)<\/em><\/strong><\/p>\n<p data-track-category=\"Link no Texto\" data-track-links=\"\">*By\u00a0Daniela Braun\u00a0\u2014 S\u00e3o Paulo<\/p>\n<p data-track-category=\"Link no Texto\" data-track-links=\"\">Source: Valoar International<\/p>\n<p>https:\/\/valorinternational.globo.com\/<\/p>\n<\/div>\n<\/div>\n<\/article>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Chinese, Japanese, South Korean companies reshape consumer expectations in Brazil &nbsp; &nbsp; &nbsp; &nbsp; 11\/13\/2026 TV Globo correspondent S\u00f4nia Bridi speaks at Conex\u00e3o CMO event, hosted by Globo and Valor \u2014 Photo: Flavio Rodrigues\/Divulga\u00e7\u00e3o A focus on product innovation, heavy investment in advertising, and playful marketing campaigns are among the cultural characteristics of East Asian [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8106],"tags":[27272],"class_list":["post-100697","post","type-post","status-publish","format-standard","hentry","category-murray-news","tag-asian-brands-gain-ground-in-brazil"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - 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