Global brand expansion isn't just about entering new markets – it's about creating cultural resonance. For foreign brands in China, success hinges on understanding local values and consumer expectations. At the same time, Chinese brands looking to scale globally must recognize how their own cultural identity shapes perceptions abroad. Without strategic adaptation, both face barriers that limit their reach and impact.

This discussion will explore how brands can navigate cultural differences, maintain authenticity, and build deeper connections in foreign markets. Key questions include:

- How can brands adapt their identity to resonate with Chinese consumers?

- What cultural blind spots hold Chinese brands back from greater success abroad?

- How can companies balance authenticity with market-driven adaptation?

Join us as we examine the strategic challenges of global branding and the role of culture in shaping brand success across borders.

From Southeast Asia to Russia, the "taste of China" is going global at speed. In 2023, China-Russia trade hit a record $240 billion, while Russia's cross-border e-commerce has been growing over 60% annually—creating huge opportunities for Chinese food brands.

With strong policy tailwinds and geographic proximity, Russia is a natural next step for Chinese brands going global. In this session, we’ll unpack real-world cases of Asian brands entering Russia—how they research the market, collaborate with local retailers, and adapt through packaging, localization, and brand storytelling to win over Russian consumers and drive growth.

According to Grand View Research, the global functional food market is projected to reach $275.77 billion by 2025. However, creating effective packaging for functional foods poses a challenge. Should the focus be on natural ingredients and low calories, or should it highlight functional components and their benefits? Overloading consumers with information can lead to confusion, diminishing a brand’s appeal. Only by carefully selecting and emphasizing the most compelling selling points can brands stand out in a highly competitive market.

This requires a clear understanding of consumer priorities—whether they value health claims, ingredient transparency, or specific benefits like energy-boosting or immune support. The key is finding the right balance between simplicity and substance to create a message that resonates and drives purchase decisions.

In recent years, China's private label market has experienced rapid growth. From 2022 to 2024, the share of innovative private label products surged from 11% to 26%, making it the fastest-growing market globally. In a fast-changing and highly competitive retail landscape, private labels are no longer just budget alternatives: they're becoming true brand powerhouses. This session explores how retailers can build, elevate, and sustain a strong private label portfolio that resonates with today's consumers. We'll take a deep dive into Carrefour's transformation, focusing on its non-food brand design strategy. From portfolio simplification to rebranding, discover how design has been a key driver of relevance, visibility, and desirability. 

In 2024, the highest honor of the Pentawards, the Diamond Award, was presented to the OGT protein bar packaging designed by This Way Up. And the most surprising reason for its win? It has no packaging at all! Instead of conventional wrapping, This Way Up developed an edible film and rice paper label, creating packaging that you can literally eat. This innovation not only eliminates litter concerns when enjoying OGT protein bars outdoors but also enhances the overall user experience.

Beyond edible packaging, more and more brands are exploring circular solutions, biodegradable materials, and alternative sustainable approaches. As packaging design adapts to this wave of sustainability, how can designers break away from tradition and find a fresh balance between environmental responsibility, functionality, and user experience?

The AI wave is sweeping through the creative industry. Some say it will revolutionize how designers work, enabling rapid creation of high-quality outputs. Others believe that truly moving ideas can only come from human inspiration and lived experience.

In this debate on the future of creativity, two top designers will go head-to-head in a battle over creative ownership: AI or Human? Is AI an opportunity or a threat? Do you trust the precision of algorithms—or the intuition of people?

The showdown is about to begin. Whose side are you on?

FBIF gathered around 50 real products currently on the market. Some are bestsellers with questionable visuals, while others look great—but something just feels... off. Join the fun by placing a smiley sticker on the designs you like, and a sad face on those you don't. Let's find out which packages win the title of "fan favorite," and which ones end up in the "design fail" hall of fame. A light-hearted experiment to uncover what truly makes packaging visually appealing!