China, the 2nd largest economic entity in the world, has the largest population as consumers. Today, the consuming market in China is evolving from favoring "cost-effective" products to "quality" products. Companies like Supercell, King, Rovio, H&M, Volvo, IKEA, all made great success in China. There has been noticed a trend that Nordic brands becoming more well known and popular in recent years, with a good reputation of design and quality.
On the other hand, china will become one of the world’s biggest cross-border investors by the end of this decade, with global offshore assets tripling from $6.4tn now to nearly $20tn by 2020. While much of the total will be in the form of foreign exchange reserves and portfolio investment, a growing share will come from direct Chinese investment in developed western countries. Based on the historical experiences of other countries, China’s global stock of outbound foreign direct investment (OFDI), which includes investing in corporate mergers, acquisitions and start-ups, will grow from $744bn to as much as $2tn by 2020.