By Sophie Cheng

On the evening of the 10th November, Taylor Swift headlined the Alibaba Group’s Singles’ Day launch event at Shanghai’s Mercedes-Benz Arena, kicking off the yearly 24-hour shopping spree that has come to dominate Chinese consumer commerce. Swift followed the likes of Mariah Carey and Nicole Kidman in promoting what has become the world’s biggest shopping festival in only 10 years – an unofficial national holiday dedicated to shopping.

Considered to be the world’s biggest recording artist, Swift’s presence was reflective of the new internationalism of a festival which now includes twenty-two thousand brands from eighty Read full story ›

Source: The Drum