Why are young people blending age-old herbal treatments with Western wellness? Who’s most likely to pay with digital yuan? And what challenges do ‘leftover women’ face? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Chinese people in 2020.

Chinese consumers are known as the driving force behind the success of numerous European business sectors, but have been slow to show the same support to home-grown Chinese brands. However, as the quality improves so does trust, creating new opportunities for local brands.

Group-buying is on the rise in China, powered by WeChat groups set up in lockdown. As people tighten their purse strings, retailers and restaurants are encouraging people to pool their purchasing power and get discounts when buying in bulk, not just for groceries, but luxury items, too.

Sales of fine whisky are booming in India and China as members of the middle classes shake off the frugal habits of past generations. How has the drink come to be seen as a status symbol in the world’s two most populous nations? And why does it appeal to Gen Yers and women in particular?