Shein’s Journey to Embrace Its Chinese Identity for Hong Kong IPO

When Shein makes its market debut on Tuesday in Hong Kong, it marks a significant shift in strategy for the fast-fashion online retailer. Shein initially aimed to go public in New York and London but faced rejection from Chinese authorities. Founder Sky Xu’s efforts to build ties with Chinese regulators and highlight the company’s Chinese roots eventually led to approval for the Hong Kong IPO. Xu’s public appearances and business commitments in China played a crucial role in securing the necessary support. In its bid to emphasize its Chinese identity, Shein showcased its contribution to China’s economy as a major…