WASHINGTON, D.C. – As the new U.S. administration in 2025 begins its term, American companies operating abroad are adjusting to a shifting global environment. Balancing domestic expectations with global growth remains a critical challenge. Nowhere is this more evident than in China, where businesses face heightened scrutiny amid evolving trade policies, geopolitical tensions, and growing economic uncertainty in the region.
The stakes are high: China remains one of the largest markets for American goods, accounting for over $700 billion in bilateral trade in 2023, according to the U.S. Census Bureau. Despite slowing growth, China’s middle class continues to expand, with household spending expected to reach $10 trillion by 2030, according to McKinsey & Company. For U.S. brands, maintaining their foothold in this critical market while navigating an increasingly nationalistic environment at home requires precision, agility, and effective messaging.
Kristofer Zhu, Global Communications Director at PR firm Golin, has become a key figure in helping U.S. businesses craft strategies to manage this delicate balance. Zhu emphasizes the importance of shaping narratives that demonstrate a commitment to American priorities while fostering trust in international markets.
“Strategic communications is about ensuring brands are seen as champions of American innovation and values while being sensitive to global market dynamics,” Zhu explains. “Protecting U.S. interests and gaining market share abroad are not mutually exclusive.”
Industries particularly exposed to geopolitical risk—such as technology, consumer goods, and automotive—are placing a stronger emphasis on external communications to manage tensions and protect their reputations. Companies like Apple, Tesla, and Microsoft serve as prime examples. Apple, for instance, generates nearly 20% of its revenue from China, while Tesla remains a dominant player in the Chinese electric vehicle market, despite rising competition from domestic brands like BYD.
The challenge for these companies lies in delivering consistent messaging that reassures U.S. stakeholders of their alignment with national interests while resonating with Chinese consumers and regulators. As trade policies shift and economic pressures evolve, proactive media relations and culturally attuned messaging have become critical tools for maintaining market presence.
Recent surveys reflect the urgency of this approach. A 2024 Edelman Trust Barometer report found that 72% of global consumers expect multinational corporations to address local concerns while balancing commitments to their home countries. In China, where consumer sentiment can quickly turn against foreign brands due to political sensitivities, tone-deaf communications can lead to significant reputational damage.
Zhu’s approach underscores the importance of preparedness. “Brands must be agile, anticipate challenges, and ensure their messaging aligns with cultural and political contexts,” he says. His work with American firms highlights the need to walk a fine line—demonstrating loyalty to U.S. economic interests while projecting a spirit of collaboration and understanding abroad.
This dual focus is especially important as trade relations continue to evolve. The new administration’s trade priorities have introduced fresh uncertainty for businesses, particularly those reliant on Chinese manufacturing or markets. Many brands are adopting a dual-track approach: strengthening their U.S.-based operations to align with reshoring efforts while doubling down on strategic communications to preserve relationships overseas.
Ultimately, success for American companies in this new era will depend as much on their ability to navigate shifting policies as on their capacity to communicate effectively. Whether through media engagement, localized campaigns, or crisis management, brands that invest in external communications as a core strategy will be best positioned to weather the challenges ahead.
As Zhu concludes, “In an environment as complex as this, brands can’t afford to be reactive. Proactive, strategic messaging is the key to maintaining trust, relevance, and market leadership on a global scale.”