Most observers of the Chinese consumer market have seen its linear evolution from a traditional culture toward a more Westernized consumer society during the country's three-decade experimentation of the free market. Recent development, however, shows a cultural renaissance in China wherein Chinese people have increasingly demanded their traditional culture components to be part of their consumption experience, coinciding with China's re-emergence as a country of economic and political power. We identify this shift, explore its causes, and discuss its managerial and (...) theoretical implications. (shrink)