MERIDA EXTREMA, one of the most popular premium acoustic guitar lines in China, with sales of over 35,000 units annually, is setting its sights on global expansion. Although the company has sold guitars around the world to many well-known brands as an OEM supplier, it is working to establish its own trademark with a distinctive line of instruments that combine playability with visually striking inlay work. “Our goal is to become a successful Chinese brand breaking into new territories,” says David Yu, who is directing the global marketing effort. “We respect our competitors but feel we’ve something unique and inspirational to offer.”