LEAWHA in Times Square: Beyond "Made-in-China."

Times Square & The Rise of Chinese Brands

In 1904, the first advertisement appeared in Times Square. Today, this busy area in Manhattan is known as the “Crossroads of the World.”

At the heart of Times Square is the Nasdaq Screen, the world’s largest LED display. Since 1920, it has been a top advertising spot for global brands. In 2011, China’s national image ad was shown here. Since then, Chinese brands like Huawei, Gree, and Haier have also appeared on this iconic screen.

In recent months, new faces of “Guochao” (China Chic) have been featured too, including:

• Jackson Yee (a popular young idol)
• The ancient city of Pingyao
• Shenghetang (traditional turtle jelly brand)
• LEAWHA (a high-end skincare brand)

These appearances show how Chinese brands are going global.

From “Made in China” to “Created in China”

In the late 19th century, thinker Zheng Guanying emphasized the importance of trade for China’s growth. Over the past 100 years, Chinese products have evolved from being seen as low-cost to being known for innovation and quality.

During the 2018 Singles’ Day shopping event in China, 237 brands sold over $100 million worth of goods each. More than half were Chinese brands, and products reached 222 countries.

Brands like Huawei, Xiaomi, DJI, and Li-Ning are now leading in global markets. They reflect China’s growing confidence and creativity.

Quality & Innovation Behind Chinese Brands

Since 2013, over 90% of Chinese products have passed quality checks. Consumer product quality has improved by 5.2%, and e-commerce products by 11%.

Chinese companies are investing heavily in R&D:

• Huawei spent $101.5 billion on research in 2018 (14.1% of its income)
• Gree invests over $400 million yearly in R&D
• DJI employs thousands of developers
• LEAWHA paused production for 3 years to improve its products

This commitment to quality is changing how the world sees Chinese brands.

LEAWHA: A Different Approach

While many beauty brands target global markets, LEAWHA focuses only on Chinese women. The brand believes that the best skincare products are those made for specific skin types and needs.

Founder Kang Yunxiang says, “Skincare is about understanding your skin and finding what truly works for you.”

Instead of copying big international brands, LEAWHA creates its own formulas. It focuses on making simple but effective products, like its popular overnight cream.

This unique approach has helped LEAWHA build a loyal following and gain international recognition. Alongside brands like Huawei and Xiaomi, it represents a new generation of Chinese companies that value quality and cultural confidence.

Conclusion

For over a century, Times Square has been a symbol of global business. Today, it also tells the story of Chinese brands going international.

As more brands focus on real consumer needs and quality, the world will continue seeing the best Chinese creativity and culture.