Crocs, the American footwear company, has experienced a notable turnaround in China after struggling in the market for nearly a decade. Once a minor segment of Crocs' sales, China has now become the brand's second-largest market after the United States. In the most recent quarter, Crocs' revenue in North America declined by 6.4%, while sales in China increased by more than 30%, marking the company as a rare example of a U.S. brand growing rapidly in the world's second-largest economy despite broader challenges faced by American companies there. The brand's success in China is attributed to its alignment with Gen Z culture and social media trends around personalization, as well as its adaptation to Chinese consumer tastes. Crocs has introduced new product lines, including collaborations with celebrities such as Millie Bobby Brown, who is helping to debut the Unfurgettable clog, a soft faux fur silhouette. The company's shares have risen by 13% recently, reflecting investor confidence in its growth strategy in China. This resurgence contrasts with the broader impact of U.S. tariffs, which have affected other American brands globally.