short take · chinese brands going global

going global is not just about taking what works at home somewhere else.

written by angelito tan22 september 2026

going global is often treated as a question of scale: take what works at home and bring it somewhere else. that may be the starting point. but it is rarely enough. one reminder from S-Tron China in Shanghai: expansion still depends on being there. meeting people. building trust. understanding the small local habits that shape how products are actually used — even something as simple as visiting the local vegetable market. for brands going global, adaptation is not a compromise. it is part of the work.