Interview with Michael Schumann
Chairman, Federal Association for Economic Development and Foreign Trade
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Newsroom
Watch summit interviews and past media coverage, and explore DACHINA news and historical material.
2026 · 3rd edition
Conversations ahead of the summit
Guests of the 3rd DACHINA Brand Summit discuss brands, trust and exchange between China and Germany.
Interview with Liu Ruiqi
Founder of Hengyuanxiang Group
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Past editions in the news
News coverage of the inaugural DACHINA Brand Dialogue.
CCTV · News 30’
The inaugural DACHINA Brand Dialogue
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The first DACHINA Brand Dialogue and German participation in the China International Import Expo
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News and historical material
3rd Germany-China Brand Summit holds Beijing press conference and brand communication symposium
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3rd Germany-China Brand Summit comes to Berlin in December, focused on brands in the age of AI
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3rd Germany-China Brand Summit holds Beijing press conference and brand communication symposium
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Second DACHINA Brand Dialogue explores the digital age
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DACHINA HISTORY
Past editions
From the first bilateral exchange in 2018 to the 2019 debate on brand thinking in the digital age, DACHINA has connected brand science, business practice and cross-cultural cooperation across China and the German-speaking region.
2nd DACHINA Brand Dialogue
Brand Thinking in the Digital Age
The second edition brought together around 450 representatives from public institutions, trade associations, think tanks, companies, research organizations, universities and leading media in China and the German-speaking region.
Two formats - Unlimitiert and Konkret - brought forward-looking brand research and practical digital brand management into one conversation.
- Audience
- Around 450
- Formats
- Unlimitiert / Konkret
- City
- Hamburg
Core topics
- How companies and consumers interpret Brand Thinking, and who owns it inside an organization.
- How digitalization changes marketing and reshapes the relationship between traditional brand building, technology and consumer empowerment.
- How brands can position and express themselves across cultures during international expansion.
Selected guests
- DU Xiaohui 杜晓晖
- Jana Schiedek
- REN Xue’an 任学安
- Prof. Dr. h. c. SHAN Fan 单凡
- Christian Köhler
- Andreas Hube 胡安德
- YING Min 应敏
- Terry von Bibra 冯必睿
- Prof. Dr. Joachim Bongard
- LI Shiwei 李世炜
Lasting outcomes
- Continued DACHINA as an annual exchange and placed brands, digitalization and cross-cultural cooperation in one framework.
- Built a cross-regional network of companies, universities, associations and media around global brand building in the digital age.
1st DACHINA Brand Dialogue
The first bilateral exchange in brand science and practice
The inaugural event used brands as a shared language and brought economic, cultural and scientific perspectives from China and the German-speaking region into one bilateral dialogue.
The program balanced academic research with business practice, covering global brand strategy, cross-cultural brand management and localization in Chinese and German-speaking markets.
- Positioning
- First bilateral exchange
- Focus
- Science and practice
- City
- Hamburg
Core topics
- How brands connect economic value, cultural identity and scientific research.
- How global brands adapt to markets, consumers and cultural differences in China and the German-speaking region.
- How the roles of consumers, users and creators change in a digital brand environment.
Selected guests
- SHI Mingde 史明德
- Dr. Carsten Brosda
- ZHANG Ning 张宁
- Prof. Dr. h. c. SHAN Fan 单凡
- Christian Köhler
- Prof. Dr. ZHANG Shuting 张树庭
- Nora Fehlbaum
- Sophie Shao 邵小藕
- Dr. Gilbert Heise
- HE Hongbo 贺洪博
- Oliver Gößler
- LI Jia 李佳
Lasting outcomes
- Established the DACHINA Brand Dialogue platform and laid the foundation for continuing China-DACH brand exchange.
- Linked event proceeds to the DACHINA scholarship program for developing cross-cultural brand professionals familiar with China and the German-speaking region.