China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that China is the major challenge for the 21st century with a population of 1.3 billion, GDP of RMB 24,661.9 billion ($3,570.33 Billion) and growth rate of 11.4%. Many studies show the current and future extent of Chinese impact on the world economy and with its massive internal market for goods and services. But sheer volume and econometrics are not all that matters. At the end of the day it is winning the hearts and minds of the Chinese consumers that represent the real frontier in China, and as we show in this paper. This is a frontier which will influence the world at large. This paper uses original qualitative and quantitative research to get a deep understanding of both modern and traditional Confucian values held by Chinese consumers and how these values are changing. We will present a new segmentation of the Chinese consumer. It will also comment on how this impacts on brand marketing in China.