Thanks for sharing. I find these design challenges in other countries particularly interesting.

I use Wechat (the company the writer works for) quite regularly and it's fascinating to see how differently the Chinese market works. That app has been such a success that people use it for payments (you can pay for your Uber like experience by sharing a QR code with the driver and them sending you a bill which you pay before leaving the car using Wechats billing system) and there are companies making wechat specific html 5 advert campaigns. One interesting/effective one pushed my way was a link that was delivered via QR code and gave the impression a celebrity was ringing you. It's all in Chinese but hopefully, you'll get the idea of the experience they are trying to create by viewing it despite the language barrier:
http://wefire.qq.com/act/a20150826kris/pc/

Other things I picked up about web design from my time in China:

* Phones are prevalent in China and all the apps they were using were unfamiliar to me. Most seemed to be chat apps.
* Typing Chinese I am told is difficult hence why many successful apps made voice a top priority. It's possibly why WhatsApp failed in that market and Wechat did so well.
* The Chinese equivalent of Uber doesn't use surge pricing. Instead it allows you to raise the tip the driver will get for picking you up. So when you really need one... You just shift it up as high as you possibly can. I guess this works better in that market.

All this leads me to believe that to be truly effective in disseminating our own knowledge we need to not only be translating our content/designs but designing/or empowering others to design for these different linguistic audiences.

It also reminds me about our hamburger icon and all the discussions we've had previously on this list about it (http://www.bbc.com/news/magazine-31602745)