The demand for more authentic online communities is surging in the wake of the pandemic. Soul, a Chinese social media app and ‘virtual social playground’, focuses on building emotional connections through immersive worlds, putting individual interests and personalities first.

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.

Ultimate frisbee, a mixed-gendered no-contact sport, is rapidly gaining popularity in China as a fun and affordable way to socialise. In also providing an enjoyable, accessible, and low-pressure fitness activity, the sport represents an opportunity for inclusive sporting communities.

Skateboarding is becoming one of the most popular pastimes in China. The sport is growing at an impressive rate and becoming increasingly mainstream thanks to the Olympics’ legitimacy, and brands are tapping into skating culture as a way to engage and elevate tight-knit skating communities.