Rise of domestic brands reeling in 'China haul'

Mariana Rizzo, a 23-year-old Italian studying architecture at the University of Naples Federico II, has made shopping part of her experience of everyday life in China. She first visited the country in 2023 and has returned three times, with some trips lasting almost two months.

Her shopping list includes beauty products, clothing, accessories, snacks, technology and lifestyle goods, as well as items that are harder to find in Italy.

"When it comes to Chinese brands, one of the beauty brands I really like is Flower Knows. I love their makeup, but also the packaging and the attention they put into the design," she said.

Rizzo is among the growing number of foreigners visiting the country for the "China haul" — a trend of international travelers filling their suitcases with Chinese products before heading home.

Underpinning the phenomenon is the growing appreciation of the quality and modern appeal of Chinese brands often highlighted on social media and shopping platforms.

"Sometimes I see something on Xiaohongshu or Douyin and think, 'I need to find this when I go to China!'" Rizzo said.

"For me, shopping in China is not just about getting something cheaper. It's about having access to a much wider variety of products and experiencing the trends and lifestyle of the country directly," she said.

Her favorite purchases include a qipao, the traditional dress worn by Chinese women, and a DJI Osmo Pocket 4 camera for recording her travels.

"Buying it in China was particularly interesting because DJI is a Chinese technology brand, and I was able to discover and buy it directly there," said Rizzo, adding that the camera was considerably cheaper in China than in Italy.

She has also noticed growing interest in Chinese products and brands among her friends and classmates in Italy, and sometimes she introduces them to brands she has discovered.