Chinese Gen Zers are stunning netizens by showcasing their drastic transformations from work stress, dubbed 'The Stench of Work'. As Chinese young people explore alternatives like "lying flat" or the '45-degree life', career dissatisfaction and mental health priorities are leading people to quit.

An interest in outdoor recreation that emerged among Chinese people during the pandemic has transformed from a trend to a long-term lifestyle. Why are citizens, especially Gen Y and Z youth, heading outdoors, and how can brands tap into this booming market that is even changing how people dress?

‘Wild-eating’ is gaining popularity among China’s Gen Z population, allowing for a return to simplicity, freedom, and balance. Renowned for intensive work expectations, China’s youth is reassessing their priorities and leaning on nature and the outdoors as a means to improve wellbeing.

On Kuaishou, you’re likely to find slices of life in the countryside on videos or live broadcasts. The app has enabled countryfolk to break into the digital landscape, leading to the rise of rural content creation and e-commerce that empowers market growth in the middle of village life.