Abstract
In the Peoples’ Republic of China, gift-giving is “materialized communication” with luxury products as a major category of gifts. Western luxury brands including fine wines are popular among Chinese consumers. They are used as symbols of wealth and power, which help to maintain and improve one’s “Face”. However, due to several high-profile corruption scandals within the communist party, the Chinese government enacted new regulations to curb gift-giving as part of a campaign against corruption. The consequences have been significant within the fine wine sector. Recent industry data suggests a decrease in sales of fine wines in China. Following these developments, the chapter aims to provide an understanding of the Chinese gift-giving culture and discuss implications within the fine wine sector.