There’s a pretty noteworthy trend worth discussing—the rise of Eastern brands is reshaping the global consumer landscape.

The latest market research indicates that by next year, the total value of goods and services exported by a certain Eastern country could reach $4 trillion. What does that mean? That’s roughly equivalent to Japan’s entire annual GDP output.

The data for the first three quarters of this year is already in: $2.95 trillion. At this pace, the full-year figure could hit $3.9 trillion, another step up from last year’s $3.78 trillion.

What’s even more interesting is the change in consumer perception.

In the past, when people heard “Made in XXX,” their first reaction was probably cheap and just good enough to use. Now? Design, innovation, and cultural expression—these words are becoming associated with Eastern manufacturing. Short video platforms have become the biggest trendsetters; overseas users watch a few clips and place an order, directly bypassing traditional channels.

Look at the global e-commerce revenue rankings: among the top five, four are either of Eastern origin or headquartered there—Alibaba, JD.com, Pinduoduo, and fast-fashion giant SHEIN. That’s no coincidence.

Service exports only make up just over a tenth of goods exports, but the growth rate is picking up. Coffee chain Luckin has already opened 89 stores overseas, including two in the US. Animated film “Ne Zha 2” was a box office hit this year, and Chinese markets in Malaysia and Singapore have begun to recognize the strength of Eastern original IP.

Speaking of IP, this year a plush toy character named Labubu has become a global sensation. The toy company behind it, Pop Mart, saw its Q3 sales skyrocket by 250% year-over-year, mainly driven by overseas markets—US sales alone surged more than tenfold.

Manufacturing needs little explanation. Exports of electric vehicles, consumer electronics, and home appliances remain solid. Auto industry data shows that in the first nine months of this year, export volume rose 14.8% year-over-year, reaching 4.95 million vehicles.

The logic behind this is actually quite clear: from “good at making things” to “good at selling brands,” from supply chain advantage to cultural export capability. Platforms like TikTok and SHEIN allow brands to reach end users directly, eliminating all the middlemen. The traditional distribution system has been restructured.

What does Pop Mart’s 250% growth show? The global influence of cultural content is getting stronger. Cartoon characters like Labubu going viral worldwide proves that intellectual property value is being recognized by the market.

What does this trend mean for the global trade landscape? Cross-border payments, digital marketing, supply chain finance—all these supporting sectors are evolving as well. The logic of brand globalization is no longer simple “low-price dumping,” but a combination of “brand premium + cultural identity.”

The journey from a manufacturing powerhouse to a brand powerhouse is going faster than many people imagined.