Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO

Jinpeng Kong

doi:10.47297/wspceWSP2516-251927.20250902

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Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO

9卷第2期

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Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO
Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO
School of Humanity and Law, Dongbei University, Shenyang, Liaoning, 110623, China
2025年9卷第2期页码：157-161
纸质出版日期：2025-04-28
DOI：10.47297/wspceWSP2516-251927.20250902
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(2025). Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO. 创意经济（英文版）, 9(2), 157-161.

Kong Jinpeng.Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO[J].Creative Economy,2025,09(02):157-161.
(2025). Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO. 创意经济（英文版）, 9(2), 157-161. DOI： 10.47297/wspceWSP2516-251927.20250902.

Kong Jinpeng.Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO[J].Creative Economy,2025,09(02):157-161. DOI： 10.47297/wspceWSP2516-251927.20250902.

摘要

Abstract

In the context of the creative economy and consumption upgrading

co-branding culture has become a core strategy for brands to break through layers and attract young consumers. This paper takes the collaboration between KAWS and UNIQLO as a case study to analyze the internal mechanisms of achieving breakthroughs through brand value complementarity

user emotional resonance

and scenario-based communication. The study finds that the success of co-branding culture needs to be based on precise brand matching

scarcity marketing

and social media fission

while also being cautious of the risks of over-commercialization. This paper further proposes strategic suggestions for the development of co-branding culture in China

providing theoretical support and practical insights for local brand cross-border collaborations.

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Keywords

references

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