Nation branding for China: Global Brokers in International Real Estate in China.

BADARÓ, MÁXIMO

City & Society

Wiley Periodicals LLC on behalf of American Anthropological Association.

Año: 2020 vol. 32

In this article I examine ?nation branding? strategies in the marketing of international real estate in China. In their push to secure Chinese customers on global markets worldwide, many Western corporate actors incorporate commercial strategies that aim to enhance the appeal of the nations and cities where the sale properties are located. Their marketing narratives equate investment in foreign real estate with an investment in ?quality of life?, and promote the figure of the ?immigrant investor? as a way of belonging to foreign countries. The analysis focuses on the competing narratives, insecurities and hesitations of foreign real estate agencies working on China?s international real estate market. The analysis is based on fieldwork I conducted in China between 2014 and 2016, observing international real estate trade shows, conducting interviews with real estate agents, and reviewing promotional materials.