4th Sino-German Brand Innovation Conference
Glocal Brands in a Changing World
Hamburg / Ningbo · June 17, 2025
The 4th Sino-German Brand Innovation Conference (BIC 2025) took place as an international hybrid forum jointly organized by Zhejiang Wanli University and Brand University of Applied Sciences. Held in Hamburg with online participation from Ningbo and other international locations, the conference continued the long-term Sino-German dialogue on branding, innovation, design and intercultural communication.
Under the theme “Glocal Brands in a Changing World”, the conference explored the relationship between global brand strategies and regional cultural identities in a period marked by geopolitical change, digital transformation and shifting cultural narratives. Particular attention was given to the question of how brands can combine international competitiveness with local authenticity and cultural specificity.
The conference brought together scholars, designers, industry experts and institutional representatives from China and Germany. Discussions focused on topics such as:
globalization and localization in branding,
intercultural communication,
regional cultural identity,
innovative design education,
and the future of brand development in changing international environments.
The program included keynote lectures, student project presentations and panel discussions conducted in English. The conference was organized in a hybrid format with live online broadcasting and international participation from universities, companies and cultural institutions.
An accompanying exhibition showcased design and branding projects developed within the framework of the “Yangtze River Delta Characteristic Brand Innovation Design Talent Training” initiative. The exhibition presented visual communication, fashion, digital media and interdisciplinary design works created by Chinese and German students and young designers.