When author Kyle Chayka explored 2010s minimalism in Longing for Less, a very different world existed. Today, a polycrisis-ridden and digitally saturated society finds people yearning for more. Whether you chalk it up to post-pandemic release or a general sense of impending doom, people are now looking for a...

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.

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.

A growing interest in sports such as pickleball, padel, rugby, and skiing is fueling demand for niche activewear. The popularity of these activities is driven by different characteristics compared to major league sports, challenging brands to identify what makes these communities tick.

A subscription-based platform catering to those interested in women’s sport, Glorious is exploring all aspects of female athleticism, with a high production value and content that spans niche and popular interests. It’s tapping into a seldom-served part of the market: lovers of women’s sport.

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.