The “Made in China” brand was historically challenged by the US Cold War media campaigns that reported negatively on the brand and publicized hearings on the security of Chinese products in the United States Congress. Conversely, some advertising companies and the American Chamber of Commerce in Shanghai have since the late 1990s endeavored to shed the Made in China brand of its cheap image, as Made in Japan has done.
The Made in China label is the most recognizable label in the world today, due to China’s rapidly developing manufacturing industry, its relatively low manufacturing wages and the country being the largest exporter in the world.
In 2013, Chinese Premier Li Keqiang and his State Council approved a plan called “Made in China 2025”. Drafted by the Ministry of Industry and Information Technology, it took over two years to complete by one hundred and fifty people. The plan’s aim is to improve production efficiency and quality.