During the 8th China International Import Expo (CIIE) 2025, Crocs™ took center stage with the theme “Come As You Are,” unveiling diverse, interactive experiences and industry dialogues that explore new directions for brand resonance and cultural expression in the age of the emotional economy. From the classic clog to a global cultural icon, Crocs is redefining what footwear can mean through creative transformation.
As China’s consumption landscape undergoes a profound transformation, emotion-driven consumption has become a defining trend. The market for emotional consumption in China is expected to exceed 2 trillion RMB in 2025 — signaling a shift from price and function to emotional value and identification.
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As the pioneer of the clog, Crocs™ embodies this transformation. Once defined by practicality — slip-resistant and waterproof — it has become a symbol of individuality and cultural connection. Beyond footwear, Crocs has become a canvas for creativity and emotional expression.
Playful Exhibition: Radiating Comfort and Personality through Immersive Design
At this year’s CIIE, Crocs™ replaced the traditional display with an immersive space, blending interactive design and visual storytelling to vividly embody the “Come As You Are” spirit. At the “Dongmen Workshop” Jibbitz™ DIY Zone, visitors were invited to create their own unique shoe charms, enjoying the playful energy of creativity and the liberating joy of self-expression.
To mark the occasion, Crocs™ unveiled its 2025 winter collection alongside three major collaborations — with leading pop culture and entertainment brand Pop Mart, lifestyle brand Beast and fashion innovator SMFK. The showcase also featured a China-exclusive red velvet Bae Clog collection and CIIE limited-edition Jibbitz™ charms, reflecting the brand’s core spirit of innovation and emotional connection through a multi-dimensional product matrix.
Diverse Dialogue: Creating Breakthroughs in the Era of Emotional Consumption
A 2024 report from the Fudan Development Institute on “The Social Mentality of Young Chinese Netizens” notes that the younger generation values “emotional fulfillment” in their spending decisions, making emotional resonance the key to brand connection with Generation Z.
In response, Crocs™ hosted an industry dialogue at the CIIE focusing on “The Emotional Economy and Gen Z Consumer Insights.” Participants included Luciana Xi, vice president and general manager of Crocs China; Johannes Neubache, chief content officer of WWD China; Tasha Liu, Founder of Labelhood; and Lingjie Tang, chief creative officer of Beast. Together, they explored how brands can provide tools for Gen Z’s personalized expression in the age of emotional consumption.
“We deeply recognize Chinese Gen Z’s desire for emotional resonance and self-expression,” said Xi. “Our goal is to integrate local creativity with global trends, building an open and flexible creative space where young consumers can freely express themselves, feel the power of local cultural innovation, and bring this unique creativity to the global stage.” This vision echoes Crocs’ enduring “Come As You Are” philosophy — a belief in authentic, unfiltered self-expression.
Liu noted that the meaning of fashion is shifting from “external symbols” to “emotional connection.” Echoing that view, Tang added that “Collaboration is more than a co-branded product — it’s a cultural dialogue.” For Neubache, true brand power lies not in claiming a market but in becoming part of a culture.
Looking Ahead: Defining Long-Term Value through Chinese Innovation
Few products in footwear history have evolved like the Crocs™ clog — its instantly recognizable form has grown into a powerful symbol of culture and self-expression. Since its debut in 2002, Crocs has transformed from a functional shoe into an icon of cultural creativity.
From channeling youthful freedom with SMFK to celebrating femininity and strength with Beast, to gliding into a fantasy cosmos with Pop Mart, Crocs™ continues to spark emotional connection and cultural resonance.
Meanwhile, this winter, the brand joins hands with its global brand ambassadors, Bai Lu and Tan Jianci, to present the 2025 winter collection. Rooted in warmth and ease, the collection conveys a sense of lightness and positive energy. Looking to the future, Crocs™ will continue to center its strategy on IP collaborations and celebrity partnerships in China, further strengthening its localized expression and reinforcing its “Come As You Are” brand identity.
At this year’s CIIE, Crocs™ once again demonstrated how China has become a launchpad for global innovation and emotional storytelling. In an age increasingly defined by the emotional economy, Crocs™ embraces change with openness and shapes the future with authenticity, growing from a pair of shoes into a cultural language of its own. More than comfort and playfulness, Crocs™ represents a gentle yet steadfast attitude toward life: “Come As You Are.”