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The purpose of this paper is to concern the community festival of a Jing minority village in the China–Vietnam border area. Since it was designated as a national-level Intangible Cultural Heritage in 2006, the festival has undergone many changes. The festival has steadily expanded and evolved, assuming characteristics of globalization. How is the globalized character of the Wanwei festival manifested? What are the forces behind the elevation of this local festival onto the register of national events and how did it turn into an event organized by the township?

The paper is based on the results of the author’s research on the culture of Kinh people in Wanwei from 2000 to the present. From the anthropological approach, the author mainly uses method of participant observation and in-depth interviews. The author has observed the Wanwei communal festival from 2000 to the present, interviewing about 40 villagers in Wanwei in depth, they can be leaders, intellectuals, civil servants, officials or working people.

The paper is a case study of the new aspect of globalization of a village festival. The author argues that globalization can lead to a spread of global flows but in this process of globalization, villagers also want to define the local identity, they reinvent the tradition, rewrite history, create new nuances for the gods with many different purposes. Practicing the current Wanwei village festival is a vivid example of globalization from below and the politics of tradition.

The paper adds a theoretical dimension to current globalization research. The paper also points out the political, economic and social dynamics that govern the transformation of a village festival in particular and the village culture in general in the border areas. The paper is a testament to the dynamism and flexibility of villagers when participating in the current globalization process.

China is primarily a nonreligious country with less than 10% of people following Buddhism, Taoism, Islam, Catholicism, or other religions. Two major communication paths, the land and sea Silk Roads, directly affected the distribution and development of Muslim tourism and attractions. The combination of Islam with local custom and culture is a unique feature in China, and contributes to its development as a form of ethnic rather than religious tourism. As a result, research in China focuses on ethnic product development, minority sports and anthropological tourism, themed events, and intangible cultural heritage.

This paper seeks to discuss the genealogical sources for Chinese immigrants as well as the settlement of Chinese in the USA and the historical evolution of Chinese names, their origins, arrangement and development. It aims to cover the origins of various classes of Chinese surnames, followed by the content description of a traditional genealogical book for jiapu.

The paper researches the various ways that a Chinese person can find out about their ancestry.

The paper reveals the roles of libraries, including serving the needs of patrons interested in genealogical research, preserving and interpreting information through oral and family history projects and collaborating with other libraries through interlibrary loan, document delivery, library consortia, collection management and international resource‐sharing.

The study provides information on where and how to locate the genealogical resources for researching the genealogy of a Chinese family.

The paper analyzes the value of genealogical research as a documentary source for population history, life expectancy in a clan, marriages and family connections, as well as lineage organizations and inter‐lineage relations.

This study discusses the protection of traditional villages and understand the role, policy environment and characteristics of traditional village protection. This study also constructs an analytical framework of “historical timing - policy orientation” to study the development process and policy evolution of traditional village protection in China.

This study selects the policy documents related to traditional village protection since 1980 as the research samples to explore the origin and evolution of traditional village protection in China. Then, the paper systematically combs the temporal evolution of the policy theme and orientation at each stage, which would provide a reference direction for the protection and development of traditional villages.

The interpretation of traditional village protection and its institutional background can be divided into three stages: relying on the protection system of historical and cultural towns and villages (1982–2012) and the stage of construction and improvement of traditional villages protection system (2012–2017). After 2017, traditional village protection entered a new rural revitalization journey.

This study is limited to: documents issued from 1982 to the end of 2022; Central Committee of the Communist Party of China, the State Council, and central ministries and administrations directly governing the protection of traditional villages; policies that can directly reflect the central government’s attitude towards protecting traditional villages; and excluding the documents for some particular regions and particular problems.

This study fulfills as the guidance of traditional village protection and development in different periods.

The purpose of this paper is to apply what can be learned from the emergence of nature tourism to understand some current and future trends of tourism.

This study adopted the evolutionary paradigm for investigation.

The emergence of nature tourism in early medieval China can be attributed to four major factors, including transformation of value orientations, seeking longevity, interest in suburbs and population migration.

Historical studies help understand the current and future trends. When the contributing factors for nature tourism are linked to the contemporary world, it can be found that these factors are still playing a part in shaping tourism trends or patterns in their original or alternative forms. These trends or patterns are worthy of scholarly investigations.

This paper offers a comprehensive understanding of the origins of nature tourism.

We investigate how communities in China use schools to create and reproduce the values, knowledge, and social expectations that engender social capital. We focus on private and girls’ education, and report on the experiences of four schools between 1995 and 2005. We argue that, beyond schools’ contribution to the skills acquired by individual students, whether they promote the formation of social capital within communities should be a part of our assessment of their effectiveness. Schools as centers of activism can provide communities a forum for formulating their social demands and identities. In this context, social capital formation provides a useful heuristic for reclaiming the language of social justice and considering the human ends of education.

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.