In a polarised society, the meaning of gender is in flux. People want to be liberated from outdated norms – but many hold on to the gender binary as a source of stability in an uncertain world. How can brands navigate the changing gender landscape without leaning on stereotypes?

High living costs and debt are some of the reasons that Chinese Gen Y and Z couples are putting off having children, leading to one of the world’s lowest fertility rates. As more people openly discuss these issues on social media, they’re fighting against the stigma of ‘leftover women’.

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.

Scandal, a Shanghai-based party series, has launched its own record label, releasing a compilation of female artists. Seeking to close the gap in the Chinese club scene, the release marks a cultural shift in China whereby women are gaining more autonomy as gender norms are challenged.