After a period of subdued interest in China, the Year of the Snake that covered much of 2025 put the country firmly back on the agenda for many international financial firms. It’s not hard to see why: the last year started with the release of high-performance AI model DeepSeek and ended with Hong Kong reclaiming the mantle of the world’s biggest market for IPOs. And in between, China managed to successfully navigate the risks posed by a marked step up in the trade war.
Against this positive backdrop, we saw renewed interest in China throughout 2025 for everything from PR, social media, and content projects. So we are starting the Year of the Horse with some communications considerations for financial companies doing business in China.
Messaging for the long-term
In recent years, geopolitics has become one of the key factors influencing business decisions, affecting everything from supply chains and the movement of goods to investment decisions and the flow of capital. International businesses are operating in a multipolar world where a wave of protectionism is overturning decades of progress towards increasingly freer trade.
Financial firms doing business in China have to consciously manage messaging to assuage local concerns over how geopolitical events could affect the local operations of an international firm. This means an emphasis on a message that stresses a long-term commitment to China and how it intends to grow its business in line with the country’s national goals.
That said, companies need to have contingency plans in place in case a geopolitical shock occurs that could affect their China business – these need to reaffirm its commitment to the country within the constraints imposed by the unexpected event, which could be a new regulation in its home market.
It is also important that a foreign firm’s message in China is consistent with its global position, as regulators and financial institutions actively compare China-facing statements posted online, on WeChat, and via the media, with information disseminated outside of China – everything from annual reports to LinkedIn and ESG statements. If there is a discrepancy between the two, it local trust could be damaged. And that could be costly.
Aligning with the 15th Five Year Plan
The key policy event on the Chinese calendar in 2026 is the approval of the 15th Five Year Plan – the document that will spell out China’s developmental goals for the rest of the decade. It is expected to be approved at the National People’s Congress in March.
The headline measures of the 15th FYP are a focus on high-quality development, technological self-reliance, and strengthening the domestic economy. When it comes to finance, the goal is to accelerate “the building of a strong financial power”, which amid a range of measures will likely involve further capital market reforms, strengthening investor protection, and creating an environment that is more amenable to long-term investment.
The FYP presents an opportunity for financial firms to align their message with China’s key policy statement in a way that neatly ties in with the need for long-term messaging.
Investment products that support the creation of “new quality productive forces” – such as semiconductors, AI, and biotechnology – will find an audience. So too will sustainable finance, especially green bonds. Pension and wealth management products that better prepare an ageing population for retirement will also be in the spotlight.
Finally, technological solutions that improve the function of financial markets – by enabling cross-border investment cooperation, for example – will continue to be welcomed as China further integrates its financial system with the rest of the world.
Podcasting’s enormous potential
Although WeChat remains the undisputed channel for any company doing business in China, there is another channel that has reached a level of maturity making it relevant to financial institutions: podcasts.
Ever since the pandemic, there has been explosive growth in China’s podcasts audience, which currently numbers around 150 million people. Furthermore, these listeners are overwhelmingly university educated and aged under 35.
The rise of the podcast in China reflects demand for in-depth content that takes its time when exploring a topic, contrasting with the short-form content that has become so prevalent since the launch of platforms like Douyin and Kuaishou. Podcast popularity is also due to a level of authenticity that only this medium can deliver, by extended conversations that allow speakers to come across as they really are.
Despite the rapid growth seen in recent years, international financial institutions are only starting to engage with this new channel, with only a smattering of global firms with a local podcast.
This will likely change over the coming 12 months, as international asset managers begin to realise the potential of using podcasts as a means to communicate directly with an audience of young, educated, and affluent consumers. First movers in this space will be able to connect with institutional and retail members of this attractive demographic.
Comments