A study on cultural barriers in branding in ChinaInterest in cross-cultural marketing is becoming increasingly important due to global trade, with an increasing focus on Chinese market. The purpose of the study was to report the problems and issues encountered by a large Australian beer company trying to sell a product in China. The study examines brand affirmation, loyalty and longevity in a different cultural context. It also identifies the marketing differences between Australian and Chinese cultures. Identifying some of these trends can help other multinational companies establish and sustain products in a foreign market, particularly China. Foster is Australia's largest multinational drinks company. It is also one of the largest Australian companies to invest in China. As a brewer, Foster has a lot of competition in a market directed by customer preferences. For this reason, it is important for a company to focus on customer preferences to sustain success in a foreign market. The authors suggest investigating key cultural values ​​in order to understand culturally diverse consumers. It is proven that a well-developed marketing strategy plays an important role in the success of the company. It is important to understand the core values ​​of Chinese culture to meet their customer needs. An important issue for a researcher is to understand the integrated role of the consumer in the family. In the past, Chinese tradition was such that children would purchase alcoholic beverages for visiting parents. The effort was to purchase traditional Chinese brands that their parents were familiar with. Modern traditions are changing in that parents buy their children's favorite drinks to encourage them to visit them more often. This changing trend in purchasing modern international brands leaves a lasting influence on sales. What was once marketing focused on traditional social relationships, the trend is changing towards a more youthful mentality, such as modern image, youth, sports and affordability. In the past, Chinese consumers were unable to choose the products they wanted or needed. It was the government's choice to decide which products to offer to the public based on the economic strategy. Therefore, when international goods became available, personal experience no longer played any role in making a decision. The marketing group's main objective was therefore to educate consumers in order to establish brand and loyalty. Brand name development helps create association and product identity.