Examining what it’s like to live, work, and play in China, our experts guide you through the nuances that define its culture.

A strategic partnership between leading cycling brands in China marks a shift in the country's evolving bike market. As the adoption of cycling as an everyday mode of transport grows among families with young children, bikes focused less on play and more on performance are on the rise.

Partnership brings performance to young bikers in China

Amid a birth rate crisis driven by economic strain, China has launched a 'marriage school' in Changsha promoting parenting. However, it's faced backlash for pushing outdated gender roles, which, together with high parenting costs, are leading many women to shun marriage and pursue child-free lives.

Backlash to Chinese marriage expo sparks gender debate

China's 'home bars' are thriving, with these intimate gatherings in private homes offering a cozy alternative to traditional nightlife. As people seek casual socialising and meaningful connections, such personalised experiences can foster community and counter high loneliness rates.

Home bars provide a sense of community in China

'Living alone vlogs' on Xiaohongshu celebrate singlehood as a fulfilling lifestyle that emphasises economic independence and self-care. As Chinese citizens' priorities shift, more young adults are choosing to remain unmarried, reflecting women's societal roles beyond traditional expectations.

Women celebrate the joys of solo living on Xiaohongshu

Apple’s fall from the top spot in China’s smartphone market is being attributed to economic difficulties, the introduction of comparable tech from domestic brands like Huawei, and a desire for local products. This combination portends a challenge for other premium international brands in the market.

Demand for local brands hurts Apple sales in China

China’s first and only couturier acclaimed by the Chambre Syndicale de la Haute Couture, Guo Pei embodies expressive Chinese luxury in her designs, adding depth to the flashy guochao trend. As these designs travel globally with Guo, Chinese fashion remains evergreen and inspired by her works.

How Guo Pei turns China's history into high fashion

Demoralised by their career situations, many young Chinese are retreating from large cities to the countryside. This reverse migration might prove to be only temporary, but it highlights a growing desire to break with the career-centric life choices of previous generations in China.

Young Chinese rethink life choices away from cities

Chinese people are hiring emotional support companions for hikes, highlighting a larger cultural trend of addressing loneliness through paid companionship. As the loneliness epidemic continues to impact daily life, people are seeking revitalised and supportive ways to socialise.

Chinese hikers are paying climbing buddies for support

With China’s economy experiencing poor shopper sentiment and a dip in spending power, demand for dupes has grown. Some luxury brands are experiencing sustained success despite the headwinds, but others could embrace the expansion of dupe culture by collaborating with high-street brands.

Demand for dupes grows in China

In a China-exclusive campaign, Prada has tapped ambassador and table tennis star Ma Long for a special match with veteran actress Wu Yanshu. While athletes have become influencers du jour for luxury brands, there’s a demand for stories that showcase sports in a humanistic, thought-provoking light.

Prada’s table tennis campaign combats ageism in China

After more than a decade, controversial hip-hop artist Ye has returned to China to perform. Chinese fans have enthusiastically received his appearance, signalling his resurgence in popularity in some segments and a potential increase in support for international acts in China.

Ye performs in China for the first time in 16 years

The Mid-Autumn Festival has sparked a surge in local tourism, shopping, and dining in China. The holiday provides an opportunity to spend time with family, travel, and participate in rich traditions as people look to celebrate their heritage against a backdrop of rising national and cultural pride.

Mid-Autumn Festival sparks spending around celebrations

A growing passion for wellness getaways and personalised adventures is seeing Singaporean and Chinese travellers take tourism to the next level. With wallets open and AI on their side, they’re harnessing platforms like Trip.com to help them enjoy memorable and truly transformative experiences.

Why Trip.com fulfils the Asian need for organised travel

In Chengdu, all-women electrician classes are oversubscribed as Chinese women seek to enter the male-dominated electrical trade and learn practical skills for independent living. Women are redefining their role in the workforce, reflecting desires to dissolve outdated gender stereotypes.

38 Fix helps Chinese women break into electrical trade

Amid the rising popularity of microdramas, brands like KFC are increasingly embracing microdrama marketing. Through its "Reincarnation: Don’t Mess with the Foodie Empress”, KFC fosters more genuine connections with viewers through engaging branded content.

KFC releases microdrama for genuine connection

Fast food giant Pizza Hut is opening stores that offer smaller, cheaper versions of its favourites to attract cost-conscious diners in China. With people cutting back on dining out amid financial uncertainty, fast-food chains are proving to be more affordable and convenient options.

New Pizza Hut concept stores in China help diners save 

With over 300 million users on Xiaohongshu, the image-sharing platform has become a safe space for Chinese women, giving rise to communities and even unconventional connections – from dating to friendships and job connections. What’s driving these unique ways of building relationships online?

How Xiaohongshu captures new forms of Chinese connections

Industry data shows that amid an economic slowdown, Chinese shoppers are increasingly prioritising simplicity and affordability when it comes to mooncake buying. As luxury purchases move away from the conspicuous, people are driving new codes of premiumisation in gifting culture.

Chinese appetites for mooncakes are getting muted

Selena Gomez’s Rare Beauty fuses makeup and mission by empowering people to develop their unique sense of self, using sales to support youth wellness. The brand's advocacy and expansion into China align with the country’s growing She-Economy, which prioritises mental health and self-care.

How Rare Beauty satisfies Chinese women's wellness values

Once the undisputed ruler of the electric vehicle market, Tesla now faces intense competition and changing preferences. How is it adapting its strategies to maintain leadership? And can a combination of family-friendly vehicles and AI innovation counter ambivalence towards the brand’s founder?

How Tesla is targeting accessibility to stay relevant

Chinese youth are showing renewed interest in traditional culture and spirituality in an attempt to regain a sense of stability. As discussions around death become gradually more open, funeral handcrafts are providing a meaningful way for Gen Zers in China to connect with heritage.

Chinese Gen Z rediscover traditional funeral art

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

Operating in more than 30 countries and owned by LMVH, global beauty giant Sephora is committed to its mission to expand Sephora China’s emerging $70 billion beauty market. Led by seasoned business leader Xia Ding, the omnichannel retailer now has two Store of the Future touchpoints in China.

How Sephora China is ushering in a unique beauty experience

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Prepackaged cups of ice have been flying off the shelves of Chinese convenience stores this summer. As people continue to look for affordable indulgences, cost-conscious young shoppers are experimenting with drink combos to make cheaper cold beverages that don't involve a trip to a cafe.

Chinese audiences turn to ice-cups for affordable drinks

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

China’s first AAA level game, Black Myth: Wukong, represents a major breakthrough of the country’s game industry and its global influence. The game offers a fresh perspective on a classical story, appealing to domestic and international players by tapping into the country's rich cultural heritage.

'Black Myth: Wukong' sees China's gaming influence grow

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

China’s ageing population is a concern for its government, but travel companies are excited about the opportunities around older travellers and domestic tourism. Catering to renewed desires for adventure, providers are adjusting their services to tap into a potentially lucrative consumer base.

‘Silver travel’ primed to boost China’s domestic tourism

NIU, a Chinese luxe e-scooter brand, is speeding ahead of the market with its award-winning designs. With e-scooters becoming popular to both the eco- and cost-conscious, NIU proves that safety and the ability to customise are key in courting new scooter fans – especially Gen Z.

How NIU scooters drive personalised eco-travel in China

The China Film Co. has partnered with a national broadcaster to air the 2024 Paris Olympics in cinemas across the country. As economic pressures force young people into smaller home environments, Gen Zers are embracing the event, viewing opportunity as a much-needed third space.

Chinese Gen Z choose to watch the Olympics in cinemas

As more Chinese women advance in their careers, many are splurging on themselves. More than just shopping, these purchases are forms of self-care and self-discovery. In 2024, a ‘she-economy’ is rising in the country, with brands specifically targeting women and their new wants and needs.

Exploring China’s surging she-economy

Prada Group has reported double-digit revenue growth in the first half of 2024. Thanks to an incisive and culturally relevant brand-building playbook – particularly in the APAC region – it is countering challenges faced by competitors amid a global decline in the sector.

Prada hits the right note with APAC's luxury shoppers

To accompany the release of its new Lock pendant series in China, Tiffany & Co. has crafted a Qixi ad that offers a refreshingly understated approach to luxury marketing. With the luxury industry struggling, offering people value across emotional needs and tangible products could support growth.

Tiffany & Co. localises quiet luxury for Qixi

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

Pop Mart’s Louvre store sets sights on European kidults

Luxury beer is having a moment in China despite beer sales being generally flat. Eschewing bland marketing for traditionally feminine packages and fruitier flavours, young Chinese women are leading a charge among Gen Z to turn drinking into an experience rather than a mundane Friday night activity.

What’s brewing in the world of young Chinese beer drinkers?

Short video and live-streaming platforms like Kuaishou and Xiaohongshu are transforming recruitment in China. As live streams transcend e-commerce and entertainment to become an integral part of everyday life for Chinese people, traditional sectors can tap into these mediums to drive engagement. 

Chinese jobseekers turn to live streams to get a leg up

Why are Chinese people becoming reluctant to get married and be parents? This report delves into the social, economic, and cultural reasons behind their decision and how this affects the country’s landscape and brands looking to tap into the second-largest economy in the world.

Why raising a child is no longer a must in China

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

Prada has launched its campaign for the Qixi Festival – also known as the Chinese Valentine’s Day – that transforms actor Li Xian into an AI boyfriend. Ditching generic gestures towards heritage for locally resonant messaging, the brand effectively positions itself as a true cultural insider.  

Prada’s Qixi campaign fuses AI with hyperlocalism

On the seventh month of the lunar calendar, Chinese communities all over the world pay their respects to the departed as they roam the earth to be with their families and friends once again. But times – and people’s values – are changing. How do Chinese people observe Ghost Month in 2024?

How can Chinese people keep the spirit of Ghost Month alive?

The EV brand Zeekr has been edging out Tesla in the brand’s home turf of China, thanks to its focus on sleek modernity and efficiency. Zeekr’s rapid output and practical functionality deliver new features to Chinese car-seekers that simultaneously drive patriotic purchases and the local workforce.

How Zeekr shifts the EV gear toward Chinese identity

Liu Yexi is your favourite AI influencer’s favourite AI influencer. With her trademark blend of traditional Chinese elements and modern design sensibilities, the country’s most popular avatar might pave the way for virtual influencers to take over Singles Day, Asia’s biggest online shopping event.

How Liu Yexi humanises AI influencers for social shoppers

Wu Yanni is China’s top-ranked 100-metre hurdler, but she’s equally known for her sparkly makeup and outspoken interviews. Despite being in the constant limelight, she has earned both praise and controversy among brands and netizens, especially Chinese women who turn to her for beauty inspiration.

How Wu Yanni influences the track of Chinese sports fans

Christmas in China is a secular holiday, focusing on entertainment and colourful décor over gift exchanges and religious carols. Moreover, it has become a time for socialising and romance among young Chinese people, presenting opportunities for luxury brands to connect with holiday revellers.

What does Christmas look like in China?

With youth unemployment at an all-time high and forecasts for Chinese GDP indicating a continued slowdown, young people are saving in an attempt to take control. In contrast to global trends, China’s youth are shirking impulsive purchases and setting extreme saving challenges on social media.

Chinese Gen Z are ‘revenge saving’ for economic security

Balenciaga’s partnership with Need for Speed mobile game taps into hybrid luxury mindsets. Understanding the opportunity to connect virtual and IRL expressions of identity and status, players can tap into unique looks in the game while also being able to pick up physical merchandise in-store.



Balenciaga and Need for Speed tap into hybrid luxury

As Singles’ Day gradually loses its allure for value-driven shoppers, how is this annual shopping event reinventing itself through new strategies? Many brands are enhancing their entertainment appeal to lure reluctant audiences back and combat shoppers’ fatigue.

How Singles’ Day is fighting shopper fatigue

Fast-fashion behemoth SHEIN is launching a €200 million 'circularity fund' to tackle fashion waste. As a company that has received significant heat for its unsustainable practices, critics suggest the move is more about reputation management than a true commitment to better practice.

SHEIN launches circularity fund as it eyes IPO listing

Nursing homes all over China have been transformed into low-cost hostels, attracting the nation’s young and burnt-out working class. More Gen Zers and Yers are shifting their life goalposts to align with their values, driving them to find respite in the pastoral away from the urban grind.

Chinese youth seek solace in repurposed nursing homes

Loewe has paid tribute to Chinese culture, heritage, and craftsmanship with the launch of its latest retail space in Chengdu. The move reflects a growing expectation for nuanced global strategies and a desire for hyper-local offerings that reflect specific cultural identities.

Loewe taps local artists for Chinese store opening

Luxury spending in China is on a post-pandemic rebound, but shoppers may not be where you think. Instead of travelling overseas, citizens are choosing to fly domestically. What does this mean for the future of luxury shopping in the country, and what can brands learn from this post-pandemic shift?

Chinese shoppers fly domestic for luxury spending

‘Nomad aesthetics’, which blend cultural tradition with contemporary styles, are resonating with Chinese youth. In a bid to escape from ongoing financial pressures, young people are finding solace in slow living and reconnecting with ethnic heritage as a source of re-invigoration.

Chinese Gen Zers embrace nomadic aesthetics

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

Chinese Gen Zers turn to 'wild-eating' for escapism

The world of livestreaming and influencers is generating billions in China. In this realm, Douyin superstar Crazy Little Brother Yang has over 100 million fans waiting on his funny content and authentic business ventures, which help both people and smaller businesses find reprieve during crises.

How Crazy Little Brother Yang humours China amid crisis

Luxury consumption is slowing down in China as middle-class shoppers curb their spending and wealthier consumers turn away from flaunting their purchases. In this context, many brands are divided between maintaining exclusivity and broadening their appeal to attract new demographics.

Chinese clampdown on 'money worship' sees luxury drop off

Many young Chinese singles are focusing on themselves rather than getting married and starting a family. Although a rising singles economy leads to lower birth rates and an ageing population, changing social norms have allowed Chinese youth to explore who they are and their adult life priorities.

A new era of Chinese singles is shaping the economy

Riding on the wave of internet trends that spotlight China’s ethnic minorities, Tastien Chinese Burger has launched new menu items that centre provincial flavours. Brands looking to bolster their localisation strategy in this market can consider championing the country’s diverse, nuanced cultures.

Tastien whets Chinese appetites for regional flavours

For a quiet luxury brand, Bottega Veneta (BV) dares to take risks through different strategies to engage young Chinese luxury lovers. In its new creative era, BV’s endorsement strategies with local celebrities, unique theme pop-up stores, and social media stunts help it transcend ‘guochao’ gimmicks.

How Bottega Veneta renews luxury experiences in China

With monthly sale days embedded into China’s e-commerce scene, brands might run out of ways to keep buyers interested. However, for its very own 618 shopping festival day, JD.com pulls out all the stops, changing its sales strategies and empowering customers through the latest technology.

How JD.com finds ways to elevate celebratory shopping

An interest in outdoor recreation that emerged among Chinese people during the pandemic has transformed from a trend to a long-term lifestyle. Why are citizens, especially Gen Y and Z youth, heading outdoors, and how can brands tap into this booming market that is even changing how people dress?

Chinese youth are embracing the great outdoors

Chinese livestream platform Tencent has banned AI hosts, citing concerns around deepfakes as the technology becomes more easily available. As low-quality AI content floods the internet, retailers and entertainment platforms alike are taking steps to regulate the technology.

Tencent bans AI hosts from livestreaming 

China has enthusiastically embraced AI, leading to an explosion of new tech. Specifically, it has strengthened the Chinese economy and enhanced e-commerce platforms. AI-generated personal shoppers regularly engage with customers, showing how the latest tech can boost communication and trust.

How is AI changing personal shopping in China?

Many brands ride the ‘guochao’ wave, but few genuinely desire to give justice to China’s illustrious past. Homegrown jewellery house Qeelin shows how it’s done through collections inspired by folk heritage, curated retail experiences, and rare, culturally relevant, and universally appealing pieces.

How Qeelin crafts lasting folk luxury for China’s youths

Motorbike rentals are surging in popularity across the globe thanks to favourable cost-efficiency and convenience in the context of both regular commuting and leisurely road trip transport. Changing spending habits are resulting in changing relationships with transport and automotive ownership.

Cost-savvy commuters are turning to motorbike rentals

Droves of China’s graduates are getting ready for a season of highly competitive and often disheartening hunting for white-collar office jobs.  Ele.me’s campaign is designed to deeply resonate with them by broadening their professional horizons and soothing anxieties about their futures.

Ele.me soothes career anxieties among Chinese graduates

China’s ‘national wave’ has reached the shore, ready to sail to distant lands. Local athleisure brand Anta is part of the leading pack, outperforming global players like Adidas and Nike. As Gen Zers drive nationalism, local brands and culture are being revitalised for the rest of the world.

How Anta paces with Chinese Gen Zers’ sporty lifestyles

With football fandom a global phenomenon, Pepsi Zero Sugar helped UEFA Champions League final watchers stay up until 3 am for the kick-off of the big game. As fandom becomes more dispersed, there are opportunities for brands and teams to embrace the quirks of watching live sports from a distance.

Pepsi Zero Sugar supports overseas football fans

As part of its offering for China’s 618 shopping festival, the Chinese e-commerce giant is encouraging CEOs to appear on its livestreams. As people demand greater transparency and authenticity from brands, they’ll increasingly expect business leaders to establish a direct line with their customers.

Alibaba drives 618 shopping with CEO livestreams

People are surviving with what they can afford, and what they can afford is often disposable. Consciously or not, this leads to a demand for alternative wellness as a coping mechanism. In China, young people are using fragrance to combat how economic woes make them feel – and the nicher, the better.

How Chinese Gen Zers use fragrances as wellness escapism

Chinese clothing is no longer synonymous with low cost and low quality, thanks to “fast luxury” store Urban Revivo. With its carefully curated collections, unique concept stores, and organic online following, it might just be the newest top-of-mind brand for local fashion enthusiasts.

Why Urban Revivo tailors Chinese luxury into fast fashion

Fashion trends are evolving among Chinese Gen Zers, who are reacting to changes in the economy and society. Showing their emotions through colour-centric trends like Dopamine and Tyndall illustrates how fashion is being used as a tool for self-expression and protest.

How Chinese Gen Zers use fashion to express their emotions

Amid economic shifts, China’s fast-food industry is booming. Driven by affordability, convenience, and culture, homegrown and international brands are tasting further success in the industry, highlighting how customer preferences and economic conditions are reshaping the Chinese fast-food landscape.

Inside the fast-food industry boom in China

Luckin’s rapid rise has overshadowed giants like Starbucks. The coffee chain’s reign was cemented in 2023 when it opened 8,000 new stores. Its popularity comes from its high-profile collaborations and social media chic, but will it hold its own against a neo-coffee culture in China?

How Luckin became a staple for China’s coffee lovers

As nationalistic pride soars in China, along with more disposable income, aspiration, and a need for novelty, people are hyper-tuned into traditional romantic festivals like 520 Day and the shopping that comes with it. International luxury brands want in, but can they compete with domestic ones?

What is 520 Day, and why do Chinese shoppers love to spend for it?

Tea’Stone has captured the hearts and tastebuds of China’s Gen Z, injecting fresh energy into a heritage category. With an authentic, craft-led approach that reinterprets tradition with innovative flair, the brand shows what third spaces and slow living can look like for China’s youth.

How Tea’Stone brews a third space for Chinese tea lovers

While fewer people around the world are going to cinemas to catch the latest film releases, moviegoing is booming in China. This shift comes with higher box office numbers, growing appreciation for local cinema, and a decline in Hollywood’s decades-long foothold in the international market.

How Chinese moviegoers created a booming box office

A viral social media trend – ‘Twenty Minutes in the Park’ – is sending droves of young people in China to local parks to slow down and regain mental balance. In response, brands are setting up events in parks to resonate with their audiences through a variety of green activities.




Stressed urbanites are flocking to parks in China

China’s local fast-fashion brands are flourishing and outperforming international competitors thanks to a rising preference for homegrown products. From respect and transparency to immersive experiences, what notes can other labels take to win over the powerhouse that is the Chinese shopper?

Why are Chinese shoppers progressing to homegrown fast fashion?

China's coffee industry is booming, driven by the growth of independent cafes that are attracting coffee enthusiasts with unique offerings and community events. The trend is spreading from megacities to smaller towns, where localized flavours and cultural experiences are winning over residents.

Coffee craze booms in China through hyper-local flavours

Though not a mainstream sport, pickleball is making a racket among Gen Y and Z Chinese youth due to its Xiaohongshu-friendly urban core outfits and low-commitment, low-impact nature. However, it could explode in popularity and even become an Olympic sport, creating plenty of growth opportunities.

Why pickleball is making a racket among Chinese sports fans

Long before the ‘hot girl’ movement propelled reading into the mainstream consciousness, China was already a country filled with bibliophiles. Today, its bookstores are fulfilling a new role, serving as community hubs and brand opportunities to strengthen customer loyalty.

How China’s bookstores are evolving experiential retail

Chinese Gen Zers’ financial concerns are changing where and how they shop on social channels. From deal hunting to virtual influence, what do brands need to know about the new realities of social commerce in the country – and where do the biggest opportunities for innovation lie?

Gen Zers’ thrifty mindsets are changing social shopping in China

Chinese sneaker brands are rising in demand, while those abroad are trying to adapt to shoppers' shifting (and increasingly nationalistic) preferences. Some have even gained worldwide recognition, while international giants like Adidas and Nike struggle to keep the interest of young local shoppers.

Why are China’s sneakerheads choosing to go local?

The Nescafé espresso concentrate taps into younger generations' taste for iced drinks and makes at-home enjoyment easier. As coffee consumption continues to evolve, offerings like this provide both customisation and convenience for those looking to expand their drink options.

Nestlé launches espresso concentrates for cold drinks

As life expectancy continues to grow, the number of older people is shooting up globally. But in China, the country's social security systems aren’t prepared to provide people with decent income and comfortable lifestyles as they age, leading droves of seniors to the brink of poverty.


Poverty among Chinese seniors necessitates pension reform

Chinese women are sharing advice on how to cut back, posting their daily spending online for their 'savings partners' to see. With citizens under pressure from the economic slowdown and rising childcare and parental care costs, these saving communities are providing critical support.

Online savings support groups help Chinese women budget

After a drastic makeover went viral, Westerners flocked to Xiaohongshu (also known as Red), a Chinese social networking app, in search of makeover tips. They’ve also delighted in Red users’ honest but not unkind feedback, a byproduct of Chinese culture that is seeing growing appreciation globally.

Why Xiaohongshu’s Chinese users are consulted for frank makeovers

International fashion brands’ sustainability strategies sometimes fail in China because they are unaware of the local culture. What is the modern narrative Chinese people seek regarding the environment, and how can brands understand their consumption attitudes and behaviour toward being eco-minded?

Why is localisation the key to sustainable fashion for Chinese shoppers?

Ever inventive and enterprising, Chinese Gen Zers have concocted low-maintenance, low-effort ways to look after their health. But when tried-and-tested solutions get lumped together in the same category as experimental nutritional plans, how can the youth actually stay holistically healthy?

Understanding the effects of ‘lazy health’ on Chinese Gen Zers

To mark its 100th anniversary, Unilever's LUX has joined forces with VML Singapore to create 100 new, empowering names for Chinese women. Drawing attention to the harmful impact of names with outdated and even sexist meanings, the brand joins an effort to rework attitudes to gender and femininity.

Campaign highlights the damaging impact of sexist names 

Chinese youth are fleeing megacities in favor of slower lives in small towns, as money worries and a tough job market hamper their ambition. As economic troubles continue to leave young people behind, many are reacting by changing their priorities and looking for slower lives in smaller cities.

Chinese youth flee megacities for a slower life

Chinese Gen Zers are stunning netizens by showcasing their drastic transformations from work stress, dubbed 'The Stench of Work'. As Chinese young people explore alternatives like "lying flat" or the '45-degree life', career dissatisfaction and mental health priorities are leading people to quit.

Chinese Gen Zers share their work-related glow-downs

A supermarket chain in China has introduced ‘Sad Leave’ for its employees, allowing ten days of annual leave dedicated to days when they’re simply feeling a bit down. As attitudes to work and wellbeing shift away from hustle culture, companies will be expected to lead with empathy and flexibility.

'Sad leave' prioritises employee wellbeing in China

A collaboration between fragrance brand Documents and funeral goods provider Greatroam has produced a creative incense burner that taps into the wave of 'guochao' in China. Young people in the country are seeking contemporary takes on heritage to celebrate culture and access a sense of stability.

Incense burner collab brings luxury to Qingming Festival

Boys’ Love media usually features fresh-faced male characters encountering slightly varied struggles. Heaven Official’s Blessing smartly subverts these tropes, placing a queer couple in a distinctly traditional Chinese context and putting their character development at the centre of the story.

Why Heaven Official’s Blessing rewrites Asian boys' romance

A growing number of young Chinese people are investing in gold charms and jewellery in an effort to safely store their money amid economic volatility. As people grapple with uncertainty and a lack of trust, many are searching for decentralised approaches outside the mainstream to feel secure.

Chinese Gen Z turn to gold investments for security

China’s young people are abandoning their retirement plans as low pay and a difficult labour market hurt their future prospects. Gen Zers and Yers are looking for financial support and education as their optimism dissipates and an uncertain and potentially difficult future looms.

Disillusioned Chinese Gen Zers abandon retirement plans

In a quiet act of rebellion against strict rules in the workplace, young Chinese workers are flaunting their most 'gross' outfits at work. Beyond being comfy in their workwear, they're looking for ways to show up to work on their own terms, pushing back against rigid societal norms.

Young Chinese workers push back with 'gross' outfits

Why are China’s youth giving up their hard-earned credentials to become ‘full-time children?’ How did rest become an act of rebellion? How has the pandemic affected shopping habits in China? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in China in 2024.

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