The Rise of Nordic Brands in China

Last updated on April 21, 2025

Nordic brands are carving out a strong position in China, and they’re doing it on their own terms. That familiar mix of clean design, quiet confidence, and a real commitment to sustainability is striking a chord in a market that’s as fast-moving as it is complex.

What’s driving it? A rising demand in China for not just high-quality products, but ones that align with values like environmental responsibility and thoughtful design. This isn’t a passing trend. It’s a long-term shift, and it’s opening doors for brands from Norway, Denmark, and Sweden.

In this piece, we’ll take a closer look at how Nordic values aren’t just good branding. They’re strategic advantages in a market that’s ready to embrace them.

Overview:

The Scandinavian Fashion Invasion

In China’s fiercely competitive fashion scene, a few Scandinavian names are proving that quiet confidence can speak volumes.

Take Acne Studios. Since opening its first flagship in Beijing back in 2018, the brand has carved out a reputation for minimalist cool. It now has a growing footprint across Greater China, attracting a crowd that cares as much about sustainability as they do about style.

Then there’s Ganni, bringing a playful twist to that trademark Nordic restraint. It’s fashion with personality, but grounded in a design philosophy that prizes purpose over excess. Young, style-conscious consumers in China aren’t just buying clothes anymore. They’re buying into values. And Ganni’s mix of charm and conscience is resonating.

What these brands share is a belief that less really is more. That’s a message that’s gaining ground in China, where more shoppers are turning away from fast fashion and gravitating towards quality, ethics, and timeless design. While some global giants flounder in the face of sourcing scandals and shifting expectations, Nordic brands are standing out by staying true to their roots — and it’s paying off.

Health & Wellness is the Next Frontier

As China throws itself headfirst into the health and wellness boom, there’s a noticeable shift in what shoppers are reaching for. The more natural it seems, the better. Products that look like they could have been bottled at the edge of a fjord are commanding real attention.

This is where Scandinavian brands are coming into their own. It’s not just about what they sell, but about what they stand for. Clean living, sustainability, and a deep respect for nature aren’t just marketing slogans; they’re baked into the culture. And increasingly, that matters.

Take Fjorda, a Norwegian newcomer that hit the Chinese market in 2022 with a line of omega-3 fish oil supplements. They partnered with WPIC to sharpen their message and make sure that every product page on Tmall Global (the titan of crossborder e-commerce in China) told a story — not just of health benefits, but of values rooted in purity and responsibility.

But they didn’t stop there.

Fjorda took the conversation to social media, teaming up with influential voices across fitness, parenting, and nutrition. They went full throttle into livestreaming, sharing not just the science behind their products, but the lifestyle they embody. The result? A pitch-perfect combination of storytelling and substance that’s resonating with a generation of shoppers who care as much about why they buy as what they buy.

That blend of clarity, conscience, and a compelling narrative is giving Nordic brands a very real edge.

Tapping into China’s Eco-Conscious Boom

China’s growing middle class is spending more and they’re also asking tougher questions. Where’s it from? How’s it made? Can I trust it? Quality, sustainability, and credibility now matter more than hype or hollow claims.

For Nordic brands, that’s good news. These are values that have been baked into the business from day one. Clean living, high standards, and a healthy disregard for shortcuts — it’s what consumers in China are increasingly looking for.

But this market isn’t easy. You need local knowledge, cultural fluency, and a sharp understanding of how to connect with real people in a fast-moving digital world.

That’s where WPIC comes in. We work with Nordic brands to build smart, localised strategies that actually resonate. From regulatory compliance to online sales and customer engagement, we help brands adapt, connect, and grow in one of the most dynamic markets in the world.

Want to make it work in China? Start by working with someone who knows how.

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The Rise of Nordic Brands in China

Overview:

The Scandinavian Fashion Invasion

Health & Wellness is the Next Frontier

Tapping into China’s Eco-Conscious Boom

Let's Connect.

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