Consumerism outweighs nationalism in China despite tensions with US, Japan

In China, consumerism appears to outweigh nationalism regardless of how testy relations have become in recent diplomatic spats with countries like Japan and the United States.

It has been common practice for the ruling Communist Party to whip up nationalist sentiment and deploy propaganda condemning countries deemed to be violating China's stance on territorial issues as Taiwan and Tibet. At times, Beijing targets companies that make ideological missteps in their maps or advertising.

In the past, friction with Japan and the United States has led to calls for mass boycotts, protests in the streets or even vandalism on embassies or restaurants. These days, pure nationalism appears not to resonate so much with Chinese consumers accustomed to making their own personal consumption choices.

"Chinese consumers, especially urban middle-class and younger demographics, are not making everyday purchasing decisions based on nationalism," said Jacob Cooke, CEO of Beijing-based consultancy WPIC .