China has entered a new era of sophistication and influence on the global stage in the last 15 years. The market now stands to account for 63% of global online sales by 2023, and according to a recent analyst report, its citizens’ private consumption is set to more than double to reach $12.7 trillion by […]

China is on the move. Again. The most promising market will account for 63% of all online sales by 2023 and represents a must-win growth opportunity for many global brands. China is very complex, diverse and extremely fluid but also deeply rooted in traditional values and behaviours that shape consumers’ desire or dislike for Western […]

I was once told a fable about Chuang Tzu, a philosopher in ancient China, who one night went to sleep and dreamed that he was a butterfly.    He dreamt that he was flying around from flower to flower. He felt free, blown about by the breeze.  He was quite sure that he was a […]

Butterfly London showcased the importance of emotions in solving the paradox between natural flavour and sustainable practices at the 25th Savoury Flavour & Food Industry Conference in Geneva. For our ancestors, flavour was a way of separating the dangerous from the delicious. Today, it is emotionally charged, a badge of international discovery and even snobbism. […]