Hashtag crazes like #A4Challenge and #BellyButtonChallenge reveal the huge social pressure Chinese women are under to conform to narrow beauty ideals. With a variety of eating disorders on the rise, some brands are now helping young people reject old conventions and pursue self-acceptance.

Psychologist Jordan Peterson has made a name for himself as an avid critic of political correctness, tinged with anti-Marxist, anti-censorship leanings. Despite a governmental line on communism and censorship, his ideas are resonating with people in China who are tired of liberal elites.

As the influence of celebrities wanes with Chinese shoppers, luxury brands are turning to ‘wanghongs’ – social media and online influencers to push their wares. And with social media use on the rise in China, brands in all sectors are beginning to embrace new-fangled methods of marketing.

Rapidly shifting market forces have made China the largest and most sophisticated digital (and notably mobile) payment market in the world. In turn, these forces are also changing consumer behaviour and pushing the country’s consumers towards a society that no longer uses cash.