Is 'Made in China' heading for its 'Made in Japan' moment? (opens the source in a new tab)
- Bloomberg Opinion's Howard Chua-Eoan, in Mint, recalls when 'Made in Japan' was a joke for flimsy toys, until firms like Nippon Kogaku (now Nikon) and Totsuko (now Sony) made it a badge of quality.
- He sees China at a similar turn: Shenzhen lens maker Viltrox is joining the elite, and Europeans buy Chinese EVs that an HSBC report judged simply better.
- Yet many Chinese brands play down their roots, from Miniso's Uniqlo-like logo to Temu's offshore legal home. He expects that to fade as confidence grows.
Why it matters If Chinese brands start selling their origin as a plus, rivals from Europe to India lose the easy line that cheaper means worse.
Other side Japan rose in an era of open markets; China faces tariffs, quotas and security worries. Keeping a low profile may be smart strategy, not shyness.