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China is estimated to be the world’s largest consumer market by 2020. Today, China's middle class – numbering more than 250 million in 2008 – is one of the fastest growing in the world, with high purchasing power and a willingness to spend on foreign brands. Many big brand western companies – KFC, McDonald's, Nike, Levi's and others - have already begun to take full advantage of the consumer culture of the youthful Chinese middle class. The efforts of these companies have created a true demand among Chinese people for all things western and have thus paved the way for other companies to tap into this affinity. Companies willing to listen and learn about best practices in communicating with this growing and influential market will reap the benefits.