People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Navigating reality has become an almost constant shock to the system. With the ongoing cost of living crisis, wars, political polarisation, and global environmental issues, life’s stresses are becoming increasingly difficult to escape. With individuals and collectives in a perpetual state of disturbance, peop...

The term 'baby bowl' originally meant a bowl for infants but now refers to a dining scenario where a couple shares one dish, with the man serving a smaller portion to the woman. Critics argue it infantilises women, reinforces gender norms and promotes unrealistic body ideals.

Gaokao, China’s university entrance exam, is a gruelling process, so Bilibili created a space for students to let loose and destress. The social platform's offline event highlights how brands can be attuned to their audiences and tap into their lives to create deeper connections.

As young Chinese people feel less secure about China’s harsh working and living conditions and COVID-19 policies, they are leaning into the Guochao movement as a route of finding state-funded employers. But as frustrations grow and economic instability mounts, where will Gen Zers seek release?

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.