The flow of fashion brands into and within China is reshaping the global market, with the country’s western region emerging as a key strategic frontier. International brands are establishing a presence in Chengdu as their “gateway to western China ,” while Chinese companies are leveraging the ecological and cultural richness of the region — often called the “Third Pole of the Earth” — to drive growth and innovation.

Together, these trends illustrate a uniquely Chinese strategy: Thriving in the western region with a focus on green development.

Western China: From Peripheral to Strategic

In China’s economic blueprint, the west has long been seen as a land of opportunity — rich in resources but historically underdeveloped compared to coastal hubs. In recent years, however, it has moved

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