Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known assang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?

How are Gen Yers redefining the 'Chinese dream'? What are young and wealthy travellers looking for when they head abroad? And how is a homogenous society diversifying? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Chinese people in 2018.

Amid expectations to strive at work, settle down, and be successful, many young people in China are feeling under pressure; 62% think that their lives are too stressful. How is the Buddhist Youth subculture reacting to societal demands? And how can brands tap into this so-called 'Zen-generation'?

Meitu started off as a photo-editing app to create the perfect selfie, but has since evolved to let users to make themselves (and others) look wackily, disarmingly adorable. With social media fuelling an obsession for aesthetic perfection, what’s got people altering their appearance to the extreme?