Many people in China are opting for prepared meals rather than spending all day cooking for the celebratory dinner at Lunar New Year. It’s reflective of how people in China are open to combining traditions with modern technology – creating opportunities for brands to update old customs.

Launched a decade ago, Singles’ Day has become the biggest sale of the year in China. As shopping preferences change – particularly among Gen Yers and Zers, who are increasingly adopting a digital-first approach – brands are adapting strategies to optimise their reach, impact, and profit margins.

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?

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.