Virtual influencers are accelerating the way young Chinese consumers engage with entertainment and social media. With influencer-based entertainment becoming a go-to, virtual 'idols' are providing relatable content that’s driving brand and product discovery.

Younger Chinese consumers are no longer turning to advertisements to help them shop – they’re listening to each other instead. Shanghai-based app Xiaohongshu (Little Red Book) is harnessing social commerce and changing the way luxury consumers learn about products online.

Known as ‘Wang Hongs’, highly relatable internet stars in China now surpass bloggers when it comes to doing business with major brands. But the superficial nature of the lifestyles presented on social media can have a negative impact on the mental health of these influencers and their audiences.

The lives of Chinese Gen Zers – digital natives who grew up amid prosperity – are vastly different from their parents’. Yet while they’re feeling empowered and connected to the world, they’ve not shunned tradition entirely. How are apps, games, and fashion labels reminding youth of their heritage?