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China supply chains give birth to potent global brands

'Factory of world' infrastructure and online retailers give leg up to startups

Shein's Japanese-language app is difficult to recognize as a Chinese brand. (Photo by Shuhei Yamada)

TOKYO -- A number of Chinese consumer goods startups have spent the past decade zipping along an expressway created by the country's famed supply chains as well as the world's big online retailers, one that has recently begun delivering them to global prominence.

The new brands are appealing to young people not only in China but also in Japan, the U.S. and Europe, where they began generating revenue in 2020.

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