AXICA International Conference Center, Berlin

3rd Edition · Berlin 2026

The Algorithm of Trust

信任算法

Fusion & Symbiosis of Sino-German Brands in the AI Era

AI时代德中品牌的融合与共生

Date: 14 December 2026; 2026年12月14日
Venue: Berlin AXICA; 柏林 AXICA
Attendance: 500–800; 现场参会
Partners: 20+ organizations; 合作机构

SiemensBoschVolkswagenBMWMercedes-BenzAleph AlphaDeepLMontblancRed BullVitraSwarovskiSCHOTT AGAlibaba InternationalKUKALinkflowGerman Federal GovernmentChinese Embassy in GermanyChina Media Group SiemensBoschVolkswagenBMWMercedes-BenzAleph AlphaDeepLMontblancRed BullVitraSwarovskiSCHOTT AGAlibaba InternationalKUKALinkflowGerman Federal GovernmentChinese Embassy in GermanyChina Media Group

About the Summit · 关于峰会

Bridging East & West连接东西方

The summit bridges Chinese and German-speaking markets using AI innovation as its driving force, serving German-speaking businesses, local communities, and overseas Chinese groups via a cross-cultural platform. It operates on a rotating annual format: one year Germany, one year China.

Annual rotation · one year in Germany · one year in China

500+
In-person attendees: 现场参会; 20+
Partner organizations: 合作机构; 5
Major organizers: 主办方; AXICA
Summit venue: 柏林国际会议中心

**AXICA International Conference Center — Photographs from past editions** AXICA International Conference Center, Berlin, Germany

**2nd DACHINA Brand Dialogue** 2019 · Hotel Grand Elysée · Hamburg, Germany

**1st DACHINA Brand Dialogue** 2018 · Hamburg, Germany

Provisional Agenda · 暂定议程

Opening09:00

Opening addresses

Addresses by Katherina Reiche, German Federal Minister for Economic Affairs and Energy, and Deng Hongbo, Chinese Ambassador to Germany
Addresses by representatives of China Media Group, the Federal Association for Economic Development and Foreign Trade (BWA), Communication University of China and the International Academy of Brand Science
Prof. Shan Fan delivers remarks and formally declares the summit open

Keynote09:45–10:45

Keynote: The Fourth Wall of Cognition

Prof. Dr. Henrik Sattler (Institute of Marketing and Brand Management, University of Hamburg): how large language models reshape the Sino-German brand-culture bridge
Covering semantic-gap correction, predictive brand building and a cross-border trust-scoring model

Keynote10:45–12:00

Keynote: Cross-cultural brand communication in the AI era

Midea Group (invitation pending): policy, regulatory and cultural strategies for brand communication across the German-speaking region
Case study: the localization of KUKA Robotics as a German subsidiary of Midea Group

Lunch matching12:00–13:30

Lunch: industry roundtables

Industry-themed tables (automotive suppliers, consumer goods, machinery, new energy and more) with open seating for targeted business matchmaking

Case studies13:30–15:10

Practitioner talks (4 sessions)

Dr. Tanja Rückert (Bosch Digital): generative AI and localizing industrial brands in China
Roger Huang (Alibaba International, Tmall & Taobao): data intelligence vs. platform brand KPIs
Dr. Jan Rösler (SCHOTT AG): AI image recognition for brand protection and distributor management
Maggie Hsu (Linkflow): brand-building for super-apps and social commerce

Networking15:10–16:10

Coffee break: speed-networking rounds

Badge-based grouping (Chinese brands, German-speaking brands, service providers) with three 20-minute rotation rounds

Roundtable16:10–17:10

Hidden champions dialogue

Five hidden-champion founders from Germany and China (3 German, 2 Chinese; speakers to be confirmed) discuss common pitfalls of AI-driven branding

Closing17:10

Closing

Launch of the China–Germany Brand Ecosystem Service Platform and the China–Germany Top-30 Brand Case Study Project
A toast with sparkling wine and Chinese tea, alongside the release of a shared contact directory

Organizing Committee · 组织委员会

Organizing Committee of the Germany-China Brand Summit德中品牌峰会组织委员会

Prof. SHAN FanChair

President, Brand University of Applied Sciences; founder of the summit

The DACHINA Brand Summit is a strategic platform for Sino-German economic cooperation and cross-cultural brand trust, opening new models of collaboration in the AI era.

Michael SchumannVice chairs

Chairman, Federal Association for Economic Development and Foreign Trade (BWA)

The DACHINA Brand Summit is a strategic platform for Sino-German economic cooperation and cross-cultural brand trust, opening new models of collaboration in the AI era.

CAI GuanshenHonorary chairs

Chair of the Board, International Academy of Brand Science; Chairman, Chinese General Chamber of Commerce, Hong Kong

The DACHINA Brand Summit is a strategic platform for Sino-German economic cooperation and cross-cultural brand trust, opening new models of collaboration in the AI era.

Honorary chairs

CAI GuanshenChair of the Board, International Academy of Brand Science; Chairman, Chinese General Chamber of Commerce, Hong Kong
QIU JianxinPresident, International Academy of Brand Science

Chair

Prof. SHAN FanPresident, Brand University of Applied Sciences; founder of the summit

Vice chairs

Michael SchumannChairman, Federal Association for Economic Development and Foreign Trade (BWA)
WANG MengliSecretary-General, International Academy of Brand Science
WU WeiVice President and Executive Secretary-General, International Academy of Brand Science; President, International Brand Network
JIANG WeihongDeputy Director, Brand Communication Committee of the Chinese Society for Science and Technology Journalism

Vice chair and secretary-general

ZHANG HongmingAdviser to the Shanghai Office of InvestSP; President, Eurasian Brand Economic Cooperation Association (EBC)

Background · 峰会背景

Germany-China Brand Summit: A Strategic Platform Connecting East and West德中品牌峰会：连接东西方的战略平台

Since its first edition the DACHINA Brand Summit has grown into the most senior and widest-reaching platform for Chinese-German business and brand exchange in the German-speaking world. It is jointly hosted by China Media Group, the Federal Association for Economic Development and Foreign Trade (BWA), Communication University of China, the International Academy of Brand Science (IABS) and Brand University of Applied Sciences, drawing on the networks of all five organizers to convene government, business and academic leaders from both countries.

The summit was founded by Prof. Shan Fan, President of Brand University of Applied Sciences, Hamburg. Operating on a rotating annual format — one year Germany, one year China — it has become the premier platform for Sino-German brand and business exchange.

See the committee members →

Proposed Guests and Organizations · 拟邀嘉宾与机构

01German and regional institutions

German Federal Government
BWA Federal Association for Economic Development and Foreign Trade
German Brand Association (Markenverband)
Brand University of Applied Sciences
State-level economic development agencies

02Leading regional companies

Siemens
Bosch
Aleph Alpha
DeepL
Volkswagen
BMW
Mercedes-Benz
Montblanc
Red Bull
Vitra
Swarovski

03Chinese representatives

China Media Group (CCTV)
Chinese Embassy in Germany
Alibaba International
Midea · KUKA
Linkflow
AI and global-facing Chinese brands

04Chinese diaspora

Federation of Chinese Associations in Germany
Association of Chinese Entrepreneurs in Germany
Chinese Business Alliance Germany
Chinese communities in Austria and Switzerland

Siemens
Bosch
Volkswagen
BMW
Mercedes-Benz
Alibaba
DeepL
Aleph Alpha
Montblanc
SCHOTT

Brand Ownership and Organizational Structure

Brand Ownership and Organizational Structure品牌持有与组织架构

Brand Holder · 品牌持有单位

01 China Media Group China Media Group (CCTV)

02 Brand University of Applied Sciences Brand University of Applied Sciences

Organizers · 主办单位

Operating Partners · 承办单位

Qiaojian Rongyao

“Qiaojian Rongyao”Global Diaspora Brand Empowerment Program

Based in the German-speaking region. Serving the diaspora. Connecting China and Germany. Empowering brands.

The summit formally launches a brand ecosystem service system covering Germany, Austria and Switzerland, empowering diaspora businesses and global-facing Chinese brands through four core service pillars.

AI tools

Multilingual translation, intelligent marketing and AIGC content creation — AI driving the digital transformation of diaspora brands in the German-speaking region.

Targeted matchmaking

Connecting government bodies and leading companies across the German-speaking region with global-facing Chinese brands, building bridges for strategic cooperation.

Cross-cultural communication

Building localized communication systems for German and Chinese brands in each other's markets, so cultural resonance turns into genuine brand recognition.

Long-term services

Establishing a permanent brand service centre for the Chinese community in Germany, with lasting brand support and ecosystem maintenance.

Expected Outcomes

14 December 2026

AXICA International Conference Center, Berlin 09:00–17:10, full day

01
Publish comparative China–Germany brand research and a sustainable branding initiative发布德中品牌比较研究与可持续品牌发展倡议
02
Launch Qiaojian Rongyao and a regional brand service mechanism启动“侨见融耀”计划与德语区华人品牌服务机制
03
Facilitate cooperation agreements and targeted business matching促成合作协议签署与精准商务对接
04
Build a China–Germany media linkage and international communication network建立德中媒体联动国际传播网络
05
Officially launch the Sino-German Brand Ecosystem Service Platform正式启动德中品牌生态服务平台