By connecting global brand assets with local market insight, RiCE helped the brand move from being an international company entering China to a brand with a meaningful place in the Chinese market.

Global brands do not succeed in China by becoming less global. They succeed by becoming more locally relevant.

The opportunity lies in finding the intersection between what makes a brand distinctive globally and what makes it meaningful locally.

At RiCE, we help international brands navigate that intersection — combining global brand thinking with China market insight, local creativity and integrated execution.

Because entering a market is a business decision. Becoming relevant in that market is a marketing challenge.