People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Tinder has launched a First Date Fortunes campaign, capitalising on the approaching Lunar New Year and popularity of astrology to bring astro-dating guidance to singles. This move comes amid brand efforts to ensure cultural authenticity, calling into question this more trivial approach.

Younger generations in China are practicing slower lifestyles by serving up stove-boiled tea. With lockdown rules sparking uncertainty and disrupting daily routines, a growing number of people are seeking comfort in escapist rituals as they place greater importance on their emotional wellbeing.

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.

After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.