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The Dr You Bao Shao Overseas Chinese Documentation and Research Center at Ohio University Libraries was established in 1993. Since its establishment, the center has been actively promoting worldwide institutional cooperation through conferences and joint meetings, including this First International Conference of Institutes and Libraries for Overseas Chinese Studies. The conference drew the attention of academic centers, research institutes, library collections, academic societies, university programs, and museums and brought together over 150 scholars, researchers, teachers, archivists, librarians, curators, and community activists worldwide. It includes four plenary sessions: locating, collecting, preserving, and sharing resources; cooperation of overseas Chinese research projects; digitizing and sharing resources on overseas Chinese; and publication and organization with established programs, curriculums, professional activities, and academic studies on overseas Chinese studies.

The purpose of this paper is to investigate the changes of Chinese business managers' values for the last three decades since the open door policy. Moreover, the paper discusses the mix picture, which combines Western and Eastern values, and its influence on management practice.

Via the seven “value dilemmas” regarding the value dimension proposed by Hampden‐Turner and Trompenaars, the authors surveyed Chinese enterprise managers in 2000 and 2009, then analyzed and compared the data from the questionnaire and the other findings in order to explore the changes of Chinese managers' value system.

First, the value system of Chinese enterprise managers is subjected to dual influence from Western management philosophy and Eastern traditional philosophy. The value system shows significant consistency. The Chinese managers remain amazingly consistent in their value systems, except one changed dimension – “outer direction” in 2009, and “inner direction” in 2000. Second, the mix picture of Chinese business managers' value system has traditional Eastern philosophy characteristics, such as “particularism”, “diffusion”, “communitarianism”, “synchronous time”, besides, this picture also has “achieved status” and “equality” features which is the result of the influence of open‐door reform. Third, this mix picture of value system forms a great part of Chinese companies' management practice: the “Eastern part” plays a great role in decision making regarding strategy and people issues; meanwhile, the “Western part” works well at operation level and application of specific management tools.

This is the first study to discover the invisible driver behind Chinese management, namely the value system of the business managers, since their value system deeply influences the managerial decision making, as well as the daily operations. The paper's findings provide a new perspective to interpret Chinese management style and explain the management reality in this fast‐growing economy. The paper also adds evidence in the study of the relationship between managerial values and management practice.

This article explores the overlooked experiences of Chinese students in Australia from the White Australia Policy era to the post-war period. It argues that the emerging post-war transitional generation faced racial discrimination and geopolitical challenges, leading to the establishment of student societies and collaborations with religious groups and NGOs. Through writing and publishing in the 1950s and 1960s, they challenged rigid ethnic identities, shaping their ethnic identities, national belonging, language practices, and community involvement amidst historical contexts. Their narratives vividly depict a generational awakening, highlighting complex processes of integration and acculturation into a new societal landscape.

This paper employs historical discourse analysis using Chinese student magazines and bilingual archives to explore language and identity evolution among Chinese students in 1950s’ and 1960s’ Australia. It contextualizes ethnic, cultural, and linguistic identity transformations and examines how language politics and diaspora writings shaped integration strategies. The study highlights education and language politics' transformative roles in redefining cultural belonging and fostering community cohesion within the diaspora amid shifting socio-political contexts.

The findings of this study reveal that the concept of the “transitional generation” highlights integration as a dynamic process involving ongoing dialogue, identity negotiation through language, and the redefinition of cultural boundaries. Through analysis of three student-centered magazines – Murhun, Asiana and East Wind – it becomes evident how Chinese students in Australia navigated ethnic, cultural and linguistic identities. Murhun used bilingual content to strengthen solidarity and political engagement among Chinese readers, while Asiana employed English to connect Asian students with Australian society and globally. East Wind facilitated a diverse expression of identity, challenging singular notions of “Chineseness” and promoting cultural integration. These insights reflect a transformative period where Chinese students reshaped their historical position, fostering autonomy and challenging stereotypes like “Yellow Perils”.

This paper examines the often-overlooked experiences of post-war Chinese students in Australia, emphasizing their profound influence on immigration history and shifting public perceptions of Asian immigrants. It introduces the concept of the “transitional generation” to address research gaps and highlight the nuanced complexities of integration, respecting the diverse experiences and identities within this dynamic student community. Emphasizing dynamic negotiation and shared experiences, the study underscores how Australia’s diverse Asian communities have transformative potential. Integration extends beyond adaptation, fostering inclusive spaces for identity negotiation, thriving NGOs and enriching Australia’s social fabric with resilience, diversity and cultural vibrancy.

The following article Chinese students' migration projects to the global south. Little work has sought to deepen the understanding of Chinese students' mobility to developing countries. This is key to determining a more complete profile of Chinese students and whether they fit into the categories of foreign students described by mainstream literature.

In order to understand the respective experiences and points of view of foreign students in on the process of choosing the country of study, we proceeded to identify different students of Chinese origin who have made their trip to Chile during the last decade. In addition, documents on China's international student mobility policy were reviewed, mainly focusing on documents dealing with Chinese students going abroad.

Chinese students are increasingly looking to travel to countries in the Global South as an opportunity to differentiate themselves. Chile emerges as an attractive destination as it is seen as a stable country in Latin America. It is a place where China has several strategic interests that may allow future professional development.

This article focuses on this aspect, mainly on how Chinese students perceive Chile as a place to pursue higher education. There is strong evidence of Chinese student flows to developed countries, but there are still insufficient studies on South-South mobility.

This paper aims to explore the effects of parents’ support factors on Chinese university students’ digital entrepreneurship motivation on live streaming platforms. Based on the Social support theory, this study divides influencing factors into emotional, instrumental, informational and appraisal aspects. Meanwhile, considering the impact of China’s regional differences, the paper refers to the Regional difference theory and performs a multi-group analysis to assess the differences based on Chinese university students’ regional backgrounds.

By testing 556 samples based on the partial least squares path modelling and variance-based structural equation modelling, all support factors parents provide can stimulate Chinese university students’ digital entrepreneurship motivation.

Based on the multi-group comparison, parents’ informational support exerts a more substantial influence on the digital entrepreneurship motivation for university students from central and east regions rather than those from the western region, and parents’ instrumental support exerts a lower influence on digital entrepreneurship motivation for east university students than for west university students.

This paper applies the Social support theory as a theoretical framework to divide the impact factors, and it uses the Regional difference theory as a guide for the multi-group analysis of correlations, which is significant for online entrepreneurial motivation research and a better understanding of student groups. In addition to testing the hypotheses, the study also measures the importance–performance map analysis to explore additional findings of influencing factors and discuss managerial implications.

Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.

The study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.

Interaction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.

This study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.

Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.

Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.

Chinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.

This paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

This case study is suitable for students of the graduate and undergraduate programs in management.

Teaching notes are available for educators only.

CSS 8: Marketing.

This chapter focuses on Chinese investments in Tajikistan's transportation and logistics infrastructure. This chapter studies the role and place of Chinese investments in the development of the transport and logistics infrastructure of Tajikistan, the country's exit from the transport and communication deadlock, and the transformation of Tajikistan into a transit country of the Central Asian region. The research raises the issues of the economic efficiency of these investments. The authors apply general scientific methods. Statistical and comparative methods are used to examine the investment cooperation between China and Tajikistan. Compared to other strategic partners of Tajikistan, China greatly contributes to the development of the Tajik economy and ranks first in the list of major investors. Chinese investment in transport made it possible to logistically connect Tajikistan to four neighboring countries through roads and railroads built and reconstructed by Chinese investors and companies. According to the analysis of the research topic, the effective use of Chinese investments for repairing and reconstructing the transport infrastructure of Tajikistan is important for improving the country's transport and logistics system. The two neighboring countries are using economic mechanisms to increase the effectiveness of direct financing by the Chinese government and private companies for transport projects to help Tajikistan overcome its communication isolation and become a transit country in the Central Asian region. This chapter analyzes the experience of successful transport projects with Chinese investments. The analysis showed that Chinese investments in transport have played a key role in improving Tajikistan's economic and social environment.

Textbook content and curricula are artifacts that can serve as indicators of social contexts and societal values. In this chapter, we use qualitative and quantitative content analysis to examine the content of Chinese language arts textbooks for basic education during a period of curriculum reform in China at the start of the 21st century. Given the important role of the Chinese language arts in the socialization of students into official societal values, this study seeks to provide insight into the nature of the official world view in China and addresses the societal ambivalence between global vs. national/local and traditional knowledge vs. Western/contemporary knowledge. We find that there is a slight increase in themes that reflect contemporary global concerns such as creativity and social justice. We also find that, in the face of the globalizing cultural influences of the new millennium, there is a sustained emphasis on the role of the Chinese language curriculum in the transmission of traditional Chinese cultural values and on the cultivation in Chinese students of an appreciation of their rich cultural traditions.