China has made nationalism central as the country seeks to achieve a 'rejuvenation of the Chinese nation.' The new wave of consumer nationalism in China reached a fever pitch in recent years. This book will be the first book that systematically analyses the different waves of consumer nationalism in China, the types of its nationalistic consumer actions, and the critical impact of the new wave which has increased the possibility of a consumer base that could turn hostile at any moment. It argues that the outbursts of nationalist consumer outrage have become an increasing risk for businesses in China or businesses dealing with Chinese markets and that as China faces growing diplomatic challenges abroad, multinational companies need to operate with extreme caution when dealing with the world's second-largest economy.