Authors:

L.S. Veselova1, V.S. Morozova2,3, A.A. Darchieva4

1 Graduate School of Business – HSE University, Moscow, Russia

2 Shenzhen MSU-BIT University, Shenzhen, China

3 Herzen University, Saint Petersburg, Russia

4 Chinese Digital Marketing Agency Mates China, Shanghai, China

Abstract:

The deepening trade between Russia and China create opportunities for Russian dessert brands. However, their presence remains largely confined to border regions, hindered by insufficient adaptation to Chinese consumers’ sociocultural characteristics. The study develops practical recommendations on forming an adaptation strategy for Russian dessert brands to the Chinese market. Methodologically, the research relies on a combination of consumer culture theory and the sociocultural approach. The study employs a mixed-method design, including narrative analysis, a consumer survey and expert interviews. The empirical evidence is sourced from three data collection waves: pilot survey (2023, n = 60), a verification survey (January 2025, n = 100), and a follow-up survey (April 2026, n = 200). The 2025–2026 sample totaled 300 respondents from large and medium-sized cities in China. The findings reveal the most recognizable Russian dessert brands and establish their core advantages and disadvantages from the perspective of Chinese consumers. Perceptions of foreign brands in China are shaped not only by product characteristics, but also by cultural codes, symbolic meanings, and digital trust. To successfully enter the Chinese market, exporters are advised to pursue a glocalization strategy, which includes adapting dessert products in six areas: product composition, packaging, brand image, communication, distribution channels, and consumer segmentation. A mere presence on Chinese social media does not guarantee effective product promotion and customer acquisition; to achieve this, Russian manufacturers must tailor their digital strategy to each platform individually. The research results contribute to the understanding of the adaptation mechanisms of foreign brands to the Chinese market and are of practical significance for exporters in formulating branding, packaging and sales strategies.

Keywords: branding strategy; brand perception; brand adaptation; Russian dessert products; confectionary; Chinese market; cross-cultural marketing; sociocultural approach.

For citation: Veselova L.S., Morozova V.S., Darchieva A.A. (2026). Adaptation of Russian dessert brands to the Chinese market: A sociocultural aspect. Upravlenets / The Manager, vol. 17, no. 4, pp. 66–78. DOI: 10.29141/2218-5003-2026-17-4-5. EDN: GHGZQN.

Article info: received January 30, 2026; received in revised form April 15, 2026; accepted May 14, 2026