The 2008 Beijing Olympics Opening Ceremony: Branding China for the World

Abstract

Arguably, China itself emerged as the most evident and notable brand of the 2008 Beijing Olympic Games. The magnificent staging of the XXIX Olympiad effectively and efficiently employed the Olympics to enhance “the country’s visibility and the salience of its marketplace on the world stage” (Greyser, 2008, p. 1). Of course, sporting events and competition were the focus of the 2008 Beijing Olympics, but viewers, participants, and commentators also sought a window on contemporary China, hidden from many behind the veil of the past.

Tou know, this ceremony shows many mysterious Chinese cultures and inspires me to buy more of its products and brands. Two weeks after this Opening! Ceremony, I bought a Haier washing machine, a well-known Chinese brand. Furthermore, I told my friends how fantastic the Beijing Olympics Opening Ceremony was and encouraged them to watch it. After that most of my friends agreed with what I said and were interested in Chinese culture, products, and brands, such as planning to visit China, and buying Fuwa [the 2008 Beijing Olympics mascots, literally “good luck dolls”].

Miss J, from Hong Kong, living in the UK