When thinking of product placement, Beats headphones, Pizza Hut and cans of Coca-Cola are generally what come to mind. But what about a drug to treat a rare bone marrow disease? It may sound absurd, but US firm Incyte has paid to have its drug featured in the plot of a soap opera.

Renowned for an insatiable appetite for luxury, within ten years China will account for 50% of global luxury purchases. But as discretion becomes the mark of distinction, who are these luxury consumers, how are their tastes evolving and what compels them to part with their cash?

WeChat does almost everything; it’s a messaging service, social platform, marketplace, and a place to do life admin. And now, its users can snatch the latest Lady Dior bag straight through the app after French fashion house Dior became the first designer brand to sell its handbags through the platform.

Whether driving Lamborghinis or splashing out at Louis Vuitton, the 20-something sons and daughters of China’s wealthiest business moguls are living the life. But as a nation in the midst of an anti-austerity drive, no one in China likes a show-off. Are the fu’erdai really as bad as their rep?