The value Behind the Label: Rethinking “Made in Canada”

There’s a quiet revolution happening on TikTok, and it’s not just dances or duets.

Manufacturers, many based in China, are pulling back the curtain on the global supply chain. In short videos with massive reach, they’re revealing how products sold in the West for hundreds of dollars are made and sold direct from the source for a fraction of the price. And consumers are listening.

Welcome to the transparency economy. Today, the most powerful form of brand disruption isn’t a competitor, it’s the factory itself.

At Ramp, we’ve seen a surge in briefs and RFPs that emphasize “Made in Canada” as a point of pride, and often a perceived differentiator. While national provenance still carries weight, where something is made is only part of the story. Today’s consumers care just as much about how it’s made, why it exists, and the kind of value it offers (financially, ethically, and experientially).

So the real question for Canadian brands isn’t just, “Can we source locally?” It’s, “Can we stand up to scrutiny and still tell a story that resonates?” Because when the manufacturer goes direct, what’s left is what you add, not what you mark up.

What TikTok Is Telling Us About Trust

The posts are short, the message is blunt: You’re being overcharged. These side-by-side videos reveal just how thin the line is between manufacturer and brand, and how often that line is inflated tenfold.

For consumers, especially younger ones, this kind of transparency feels like justice. It’s not anti-brand, it’s pro-truth. And it’s accelerating a shift that’s already underway: trust can’t be bought. It has to be earned. And the role of branding isn’t just about prestige, storytelling or even patriotism. It’s about showing your receipts (literally and figuratively.)

These videos aren’t appearing in a vacuum. Some analysts suggest they’re part of a broader response to escalating U.S. tariffs on Chinese imports, an effort to position Chinese manufacturers as transparent, cost-effective alternatives to Western brands with steep markups. Media coverage has also raised questions about the authenticity of some accounts, suggesting they may be bots or part of coordinated influence campaigns. And while there’s room for skepticism, especially in light of geopolitical tensions, the real story is how quickly these narratives caught fire. The speed and scale of the reaction point to something deeper: a growing consumer appetite for truth, transparency, and control. That’s what brands can’t afford to ignore.

For Canadian Brands, “Local” Is Just the Beginning

There’s trust in Canadian institutions, pride in local makers, and a growing appetite for homegrown solutions. But being “Made in Canada” may not be enough on its own. It’s just one part of a bigger story.

And this shift in consumer expectations isn’t limited to products or pricing. It’s about a deeper demand for honesty, accountability, and clarity. It’s about values that matter even more in services that touch people’s lives.

Whether you’re a housing provider, healthcare partner, credit union, or student organization, the same questions apply:

•  Are you clear about where value is being created?
•  Are you telling a story that can stand up to scrutiny?
•  Are you delivering on the trust your community puts in you?

At Ramp, we believe the best Canadian brands don’t just wear the maple leaf. They redefine what it means to build something of substance here. And that’s where the opportunity lies: in turning transparency into your strongest asset.

It’s a shift we’ve seen reflected in the most forward-thinking organizations we work with, what we call Enlightened Brands™. These are teams who understand that clarity, accountability, and purpose aren’t just brand traits. They’re operating principles.These shifts can feel daunting, but they’re also full of possibility. At Ramp, we help brands lead with intention and show up with substance. If you’re rethinking how your organization builds trust, tells its story, or shows its value, let’s talk.

Sources

• https://www.tiktok.com/@luunasourcingchina/video/7493196442031459606?is_from_webapp=1&web_id=7387767415575725574
• https://www.tiktok.com/@luunasourcingchina/video/7493200653087542550?_r=1&_t=ZM-8vYYn1haEbd 
• https://www.tiktok.com/@sheisimanib/video/7492473292901895470 
• https://www.cbc.ca/news/business/tiktok-chinese-manufacturers-1.7514980
• https://www.voguebusiness.com/story/consumers/luxury-got-caught-up-in-the-china-us-tiktok-crossfire-how-should-brands-respond
• https://www.gq.com/story/chinese-tiktok-manufacturers-luxury-goods-explainer
• https://www.axios.com/2025/04/17/trump-tariffs-tik-tok-china-manufacturer