Unlike tech and automotive companies, lifestyle brands are more closely tied to culture and soft power, said Huang Hai, a founding managing partner at Beijing-based venture investment firm Zesheng Venture.And building on emotional appeal with audiences - by tapping into feelings like joy and nostalgia is key for lifestyle brands if they want to forge deep and lasting connections.They will need to utilise aspects like identity and aspiration to develop strong emotional connection with their customers, Huang said.“Consumers need to feel that the brand understands them,” he added.Chiang from CEIBS added that building trust with overseas consumers takes time and...