How Chinese mobile-phone firms use pop culture to dominate the Pakistani market

Between January and September 2024, in the list of top 10 companies making or assembling devices in Pakistan, the top eight are Chinese. In the competitive market for mobile phones, how did Chinese firms manage to establish such dominance across the border?

The strong political relationship between both countries is one part of it. In addition, Chinese consumer electronics brands extend their reach by also using popular culture.

The bilateral relations between China and Pakistan have been described as an “all-weather friendship” by both the countries. Despite terrorist attacks that have targetted Chinese personnel and project infrastructure in Pakistan, the leaders in both countries have remained committed to further strengthening the relationship.

Riding on the wings of this friendship, Chinese mobile phone companies ventured into the Pakistani market from 1998 and, over time, built a loyal consumer base.

The signing in 2015 of the China Pakistan Economic Corridor framework for regional connectivity provided a fillip to later entrants to solidify their operations.

Chinese companies hold an advantageous position in the mobile-phone sector, as their high numbers and globalised nature of operations have helped them grow as well as evolve in different markets.

Localising initiatives

Huawei had a head start, having begun its journey in the country from 1998. It claims to employ over 3,000 local workers. They form 91% of the company’s...

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