This chapter aims to provide readers with a comprehensive historical context surrounding the phenomenon of Chinese consumers’ nationalism, shedding light on the distinct characteristics exhibited by each wave throughout time. By delving into pivotal moments, such as the renowned narrative of “The Shop of the Lin Family,” which vividly portrays the eruption of nationalistic consumer boycotts in China back in 1932, to the more recent events like the fervent public backlash against South Korea and its impact on Lotte Mart in Beijing's Wangjing district in 2017, this chapter offers a captivating journey through the evolution of consumer nationalism in the country.

Within the pages of this chapter, readers will find answers to pressing questions regarding the transformations witnessed in Chinese consumer nationalism in recent years. By examining the changing dynamics, it seeks to unravel the multifaceted nature of this phenomenon and explore the various factors that have contributed to its evolution. Specifically, the chapter endeavors to shed light on the role played by the government and state media in each wave, deciphering their influence and exploring their motivations. This chapter also contemplates the ramifications that may arise from the emergence of a new wave of consumer nationalism. By drawing upon historical insights and analyzing current trends, it endeavors to provide a forward-looking perspective on the potential consequences of this evolving phenomenon. As society navigates through this new wave, it becomes increasingly crucial to understand the implications it may have on various aspects, including politics, economics, and social cohesion.

Ultimately, this chapter serves as an invaluable resource for readers seeking to grasp the intricate tapestry of Chinese consumers’ nationalism through-out history. By examining each wave's characteristics, unraveling the role of government and state media, and anticipating the potential outcomes of a burgeoning new wave, it invites readers to engage critically with this complex and ever-evolving aspect of Chinese society.

History of Chinese Consumers’ Nationalism

Consumer nationalism emerged as a recurring theme in the dynamic relationship between China and the Western world, gaining notable prominence during the late nineteenth century and reaching its zenith between the 1900s and the 1940s. Throughout this period, several pivotal instances of consumer nationalist movements unfolded, leaving a lasting impact on Sino-Western relations.