From global to local: a semiotic analysis of lululemon's sport marketing symbol system evolution in China

Purpose This study develops a process model of symbolic glocalization to explain how multinational corporations manage the evolution of their brand meaning in culturally distinct markets. Focusing on lululemon in China (2013–2024), we analyze how the brand navigated the tension between global consistency and local resonance to reconfigure its symbolic system. Design/methodology/approach Adopting a longitudinal single-case study design, this research utilizes the Gioia method to systematically analyze a rich dataset, including semi-structured interviews and over a decade of digital communications. We then employ semiotic theory as an interpretive lens to theorize the emergent data structure, deconstructing the evolution of the brand's sign system (signifier, signified and myth). Findings Our analysis reveals a four-phase process of symbolic evolution: (1) Cultural exploration, where the brand observes local culture, (2) Cultural decoding, where it identifies resonant symbols, (3) Cultural encoding, where it integrates these symbols into its brand narrative and (4) Cultural feedback, where local adaptations inform global brand identity. This process marks a strategic shift from one-way meaning projection to a dynamic, co-created cultural dialogue. Originality/value This paper contributes a process theory of symbolic glocalization, advancing the literature beyond static depictions of brand adaptation. By integrating the rigor of the Gioia method with the interpretive depth of semiotics, we offer a novel framework for understanding how brand meaning is dynamically negotiated over time. Practically, our four-phase model provides managers with a strategic roadmap for building culturally resonant brand narratives.