China’s 2026 New Year holiday (1–3 January) is shaping up to be a high-intent, high-emotion moment where attention concentrates on Douyin, travel demand splits between “ice & sun” and value-led “reverse travel”, and “stay-at-home entertainment” becomes the most widely adopted celebration mode. Based on Social Agent’s social media analysis (20–30 Dec 2025), this newsletter explains what changed in user behaviour, what it means for brands across travel, retail, and entertainmen

China’s consumption growth in 2026 is becoming more selective and more segmented: shoppers switch between “extreme practicality” and “emotional premium” depending on the moment, while vertical communities replace mass-market thinking. This newsletter distils what’s changing across the emotional economy, quality-living sectors (including silver and health), and smart-tech scenarios—plus what brands should prioritise to win trust and repeat purchase.

China’s online consumption market is entering 2026 with steadier demand but sharper decision-making, as shoppers prioritise proven value, trust and scenario-led products over pure “traffic-driven” hype. From clinic-grade skincare and makeup–skincare hybrids to policy-boosted smart home upgrades, low-GI functional snacks, clean-label beverages and the rise of pet and light-outdoor lifestyles, the biggest growth pockets are where premiumisation is backed by clear benefits and c

China’s retail and beauty market is entering 2026 with a clear reset: channels are being rebalanced, product strength is becoming the real differentiator, and premium demand is showing stabilisation signals across luxury groups, high end malls, and prestige beauty online.

China’s 2025 marketing cycle marked a decisive shift in how brands use generative AI. AI is no longer just a productivity tool for images and copy. It is becoming the narrative core of campaigns, shaping brand worlds, enabling co creation at scale, and building new forms of emotional experience. Drawing on a 2026 AI marketing case review, this newsletter breaks down the three dominant AI marketing paradigms, the best performing campaign mechanics, and the critical governance

Valentine’s Day 2026 in China is shifting beyond couple gifting. “爱我老己” makes self-gifting and care-led rituals mainstream, while demand rises for IP collaborations, limited drops, instant delivery and “emotional utility” products that boost mood and reduce stress. Brands win by pairing sincere storytelling with reliable fulfilment across XHS, Douyin, WeChat and on-demand services.

China’s interest-led e-commerce spend exceeded RMB 385.2BN in 2025 Q1–Q3. Discover the four growth clusters—Sport & Health, Entertainment & Collecting, Creation & Art, and Lifestyle & Food—and what they signal for brand strategy, product innovation, and content-led conversion.

China’s silver economy is projected to surge from RMB 7.1TN (2023) to ~RMB 30TN by 2035. Explore the fastest-growing categories — smart eldercare, age-friendly home upgrades, senior mobility, and wellbeing — plus the go-to-market playbook brands need to win older consumers in China.

China’s Zhongnv (women aged 35 years and above) are emerging as a defining force in consumption, driven by health priorities, emotional value, and long term household decision making. Drawing on a May 2025 survey of 1,000 women, this newsletter explores how mature women are reshaping categories from wellness and FemTech to light medical beauty, education, travel, and financial planning, and what brands must do to earn trust, relevance, and repeat choice.