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The overseas expansion of Chinese brands and the presentation of their video advertisements has been a crucial topic in media studies. Researchers have found that more and more Chinese companies are expanding abroad in the context of economic globalization, yet there is still a research gap on the issue of advertising in overseas markets. Therefore, this paper aims to further analyses the similarities and differences in advertising presentation between two Chinese local cosmetic brands, Florasis and Perfect Diary with a particular focus on their advertisements on overseas online platforms. The comparative study reveals that there are significant differences in the brand images established by the two brands in overseas markets. The advertisement of Florasis has distinctive Chinese cultural characteristics and expresses the concept that "the national is the global", which reflects the unique cultural specificity in the international market. In contrast, Perfect Diary's advertising is integrated into the international market without Chinese traces, which shows its ambition to compete with other world-renowned brands.
Sun et al. (2024) studied this question.