Share this on Twitter Share this on Facebook Share this on LinkedIn Share this on Sina Weibo Share this on Wechat Share this on LinkedIn Illustration by Tim Marrs Earlier this summer, a small Chinese company based in the seaside city of Xiamen went public on the Nasdaq Stock Market. It immediately turned into a sensation. The stock price for Pop Culture Group soared 1,200 percent in two days — from $6 a share to $78 a share — helping the company raise $37.2 million dollars. Pop Culture Group’s allure, while not anticipated, is a common one for investors: a Chinese company with a niche concept promising to take its massive domestic market by storm. In the prospectus, for instance, the company marketed itself as having “a deep understanding of the younger generation, [and] a highly-recognized brand name in the hip-hop culture and street dance industries.” Data: Yahoo! Finance Pop Culture Group hosts promotional hip-hop themed events in China. If a new store is opening in a shopping mall, the company sets up a stage with laser lights, loud music, and hip hop dancers to attract interest in the new business. The companSubscribe or login to read the rest. Subscribers get full access to: Exclusive longform investigative journalism, Q&As, news and analysis, and data on Chinese business elites and corporations. We publish China scoops you won't find anywhere else. A weekly curated reading list on China from David Barboza, Pulitzer Prize-winning former Shanghai correspondent for The New York Times. A daily roundup of China finance, business and economics headlines. We offer discounts for groups, institutions and students. Go to our Subscriptions page for details.