Exploring the Breakthrough Strategies of Co-branding Culture in China in the Creative Era: Based on the Marketing Art of KAWS X UNIQLO

In the context of the creative economy and consumption upgrading, co-branding culture has become a core strategy for brands to break through layers and attract young consumers. This paper takes the collaboration between KAWS and UNIQLO as a case study to analyze the internal mechanisms of achieving breakthroughs through brand value complementarity, user emotional resonance, and scenario-based communication. The study finds that the success of co-branding culture needs to be based on precise brand matching, scarcity marketing, and social media fission, while also being cautious of the risks of over-commercialization. This paper further proposes strategic suggestions for the development of co-branding culture in China, providing theoretical support and practical insights for local brand cross-border collaborations.