While the rise of consumerism in mainland China will be the main focus of this paper, we should recognize at the outset that the term “Chinese consumer” can refer to anyone of Chinese ancestry living in the People’s Republic of China, Hong Kong, Singapore, or Taiwan. In fact, these four countries make up what is commonly known as Greater China. While the populations Greater China all share a common written language, Chinese ethnicity, underlying Confucian social norms, and cultural values—Taiwan, Singapore, and Hong Kong have already passed through intense periods of economic development. It is the rise of consumerism in mainland China that has been exciting to watch from an advertising perspective. And it is this new phenomenon that has garnered worldwide attention, particularly as regards marketing and advertising. Thus, most of what I will discuss today will relate to the growth of consumerism on the mainland of China. I will also discuss the changing pattern of retailing in Hong Kong—especially as it responds to the large and growing influx of Chinese consumers visiting from the mainland.