By mid-2025, Xiaohongshu has transformed into a video-first, emotionally driven platform centred on micro-communities and identity storytelling. Short-form videos dominate, with 74.2% of users engaging daily and video content outperforming images in interaction. Content creation now revolves around personal values and lifestyle expression, fostering deep trust through soft social clusters and the “Familiar 300” system. The purchase journey is now circular and emotionally cumu

Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says Ashley Dudarenok, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”

China’s digital landscape is evolving rapidly, driven by the powerful middle-young demographic (ages 19–50), whose unmatched spending capacity and decision-making influence are redefining marketing strategies. Insights from QuestMobile reveal these high-value users dominate mobile engagement, particularly on short video platforms like Douyin and social apps such as WeChat and Xiaohongshu. Brands now succeed by precisely aligning content with user interests—from finance and be

Qingdao Travel Guide: Unmissable Summer Spots! Isn’t just crowded beaches—discover hidden gems like Little Fish Hill for panoramic views, stroll along tranquil University Road, or enjoy magical evening lights at the Third Bathing Beach. Visitor bookings have soared 60% compared to last year. Plan early!

After graduating from Fudan University’s prestigious MBA programme this year, Dong Wenxin wants to keep in touch with his fellow students. The 30-year-old figured many former students probably felt the same way – eager to reconnect even when scattered across China.

China’s 2025 summer travel season marks a powerful resurgence in outbound tourism, nearing pre-pandemic levels. Over 6 million first-time flyers are expected, with family and student travellers leading the surge. Southeast and North Asia remain top destinations, while cruise bookings have soared 60%, driven by themed and luxury itineraries. Despite economic caution, nearly half of outbound travellers plan to spend over 25,000 RMB, with strong demand for four-star hotels. Digi

The 2025 "618" shopping festival marked a turning point in China’s retail landscape, reflecting rising consumer sophistication, diversified spending, and the shift from discount-driven sales to service-led strategies. Over 92% of consumers participated, with a growing focus on premium goods and convenience. Insights from iiMedia Research show strong engagement, platform differentiation, and increasing trust in brand-owned livestreams. As AI-driven innovation and real-time ret

A growing percentage of Chinese travelers are going abroad for the first time. China Trading Desk's second-quarter survey revealed that 44% of Chinese travelers are making their first international trips, up six percentage points from the previous quarter.

New Flight Rules: Unsafe Power Banks Banned Starting 28 June, China’s aviation authority has banned passengers from carrying uncertified or recalled power banks on domestic flights, following several mid-air fire incidents. This comes as travel sentiment remains strong, with 69% of Chinese travellers planning 1–2 international trips over the next 12 months.