Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Confronted with unrealistic beauty standards imposed by the booming idol industry and social media, men in China are facing mounting pressures when it comes to their appearance. As gender stereotypes start to dissipate, men are turning to make-up as a confidence crutch.

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.

Challenging gendered expectations, Chinese male celebrities are opting for womenswear and driving a new genderless-chic movement. Despite the government's push for conservative values, gender norms are being challenged in China, and brands have the opportunity to be savvy allies in a new ecosystem.

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.