Focus of Chinese Researchers on Traditional Elements of Brand Design and Local Elements of Logo Design in Three Asian Countries

Abstract This paper examines the interaction between local culture and global market trends under globalisation through a comparative analysis of brand design in China, Vietnam, and Japan. Employing bibliometric analysis, literature review, and case study methodologies to analyse over 900 articles and several case studies, it reveals those Chinese brands merge traditional elements with modern design philosophies. In contrast, Vietnamese brands integrate significant cultural totems amidst modernisation, and Japanese brands showcase minimalism and a focus on detail. The research underscores the importance of acknowledging and respecting cultural uniqueness in brand design for effective cross-cultural communication and market positioning, offering new insights into the dynamics of globalisation and cultural identity in brand design.