HONG KONG: Diplomatic tensions between China and countries such as Japan and the United States have flared repeatedly in recent years. But on the ground, Chinese shoppers appear far more driven by taste, value, and lifestyle than by nationalist calls to shun foreign brands.

China's ruling Communist Party has often stirred patriotic sentiment during disputes over issues such as Taiwan and Tibet. In the past, friction with Japan and the United States led to calls for boycotts, street protests, and even vandalism targeting foreign businesses. Today, however, analysts say pure nationalism resonates less with consumers who are accustomed to making their own purchasing decisions.

"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 Marketing + Technologies.

That shift has been evident in reactions to Japan. Beijing voiced outrage after Japanese Prime Minister Sanae Takaichi suggested that an attack on Taiwan might require military intervention by Tokyo. China condemned the remark and restricted some trade, while warnings to travelers hurt Japan's tourism industry.

Yet when a Sushiro outlet opened in a Shanghai mall in December, huge crowds turned up. The Japan-based conveyor-belt sushi chain has thrived since entering mainland China in 2021.

"It tastes good," said Edith Xiao, a 23-year-old university student who waited more than half an hour outside a Beijing branch. "The quality of the ingredients is guaranteed."

Xiao also follows the Japanese manga and anime series Chiikawa and said broader China-Japan tensions have little bearing on her preferences. "It's just statements made by leaders. It doesn't represent a change in the attitude of people of the country," she explained.

U.S.-China tensions over tariffs, Taiwan, and other disputes similarly have not derailed demand for American brands. Disney's Zootopia 2 became the highest-grossing Hollywood film in China on record, taking in more than 4.4 billion yuan ($634 million), according to Beacon Pro, despite a government push to promote domestic movies.

Zootopia 2 was a light-hearted option, said Ruan Wenlin, who watched it in Beijing. "It was so hilarious," she said.

Many consumers are "tired, exhausted, and anxious from COVID and from the weak economy," said Shaun Rein, managing director at China Market Research Group. "People are watching Hollywood movies, especially cartoons like Zootopia, because they're stressed out and just want something to relax themselves," he said.

Fashion brands also continue to gain traction. Ralph Lauren has expanded in China, with sales growing faster there than in Europe or North America.

"What attracts me most is its stable brand image and design," said Zhang Tianyu, shopping recently at a Beijing outlet.

American brands that succeed do so because they meet consumer needs and represent aspirational lifestyles, not simply because of their origin, Cooke said.

Meanwhile, China's own brands are gaining ground. "Chinese (people) have stopped buying just for the sake of buying Chinese brands," said Rein. Consumers are "scared about the economy, they're anxious about their job prospects. So they'll just buy whatever brand, domestic, Chinese or foreign, fits their definition of value and lifestyle," he said.

Compared with a decade ago, nationalist sentiment has less sway over everyday spending, analysts say.

"We may believe that all Chinese consumers should follow Beijing's direction of discarding foreign influence, which is misleading," said Yaling Jiang, an independent Chinese consumer analyst. "Geopolitics does not dictate business flows on the local level."