Weibo highlighted chaotic group tours, youth-led “stall tourism,” and rising demand for offbeat escapes. Douyin captured both tragedy and trend, as sunrise selfies and soaring holiday spending coexisted with sombre headlines. Xiaohongshu turned travel prep into performance, with beauty rituals and social status driving engagement. Baidu revealed a surge in niche destinations like Uzbekistan and Gen Z’s growing love for companion-style trips. Zhihu brought critical depth, fuel

China’s alcohol industry in 2025 is undergoing a profound transformation—from traditional banquets to emotionally driven, highly personalised drinking experiences. Beyond its 6.6% YTD growth, what truly defines the market is a behavioural shift led by Gen Z and Millennials: drinking to self-soothe, express identity, or elevate lifestyle moments. Trends like “mildly tipsy” solo rituals, the rise of DIY home bars, and the explosive popularity of #CityDrink culture reflect how a

China is entering a new phase of global business travel leadership in 2024–2025, with outbound corporate travel by private enterprises surging past pre-pandemic levels—up 144% compared to 2019, according to Trip.com Group’s 2024–2025 Business Travel Market White Paper. Now accounting for 25% of global and 62% of Asia-Pacific business travel spend, China is redefining mobility with a shift toward strategic, decentralised, and experience-led travel. From rising demand for train

China's 2025 May Day holiday saw a record-breaking 10.9 million border crossings, as outbound travel surged 28.7% year-on-year. Asia-Pacific hotspots like Japan, Korea, and Singapore led the rebound, while curiosity in off-the-beaten-path destinations such as Uzbekistan and Hungary spiked. With mobile payments via WeChat Pay and Alipay booming overseas, Chinese tourists are embracing seamless, app-driven journeys. This holiday marked a pivotal shift: travel is now borderless,

As China's e-commerce giants gear up for the 2025 618 Festival, the rules of engagement are shifting. No longer driven solely by price cuts, consumers are seeking curated discovery, emotional connection, and digital rituals that blend entertainment with intentionality. This article unpacks how Tmall, JD.com, and Douyin are redefining mid-year sales—from early seeding strategies and livestream storytelling to value-driven promotions and “planned spontaneity.” Dive into the new

When we first launched the China Travel Dashboard in 2023, we set out to solve a specific problem: how to bring clarity and real-time intelligence to one of the fastest-evolving sectors in global travel — Chinese outbound tourism. What began as a tool for marketers quickly became essential for a broader set of stakeholders: financial planners, airport operators, supply chain strategists, and luxury retail managers, journalists  —  all trying to navigate the shifting tides of

Pop Mart is redefining youth consumption in China by turning blind box collectables into powerful expressions of identity, emotion, and social belonging. With its unique mix of surprise-driven retail, artistic IP storytelling, and highly shareable brand experiences, Pop Mart has captured the hearts of Gen Z—and offers vital insights for brands seeking to engage this digitally native, trend-sensitive generation. Discover what drives young consumers to obsess, spend, and share—

China’s “pan-young generation” (post-90s and post-00s) buy rationally, but spend passionately—on identity, culture, and emotional fulfilment. From AI companionship and second-hand fashion to niche communities and symbolic storytelling, this generation demands more than products—they want meaning. For brands, the takeaway is clear: win their loyalty through cultural fluency, emotional relevance, and format-native storytelling.

April 2025 travel trends across China’s top platforms reveal booming domestic tourism, rising safety concerns for Japan and the U.S., and record-breaking demand for short-haul escapes like Thailand and Jeju Island. Douyin spotlights viral 24-hour overseas trips, Xiaohongshu highlights budget adventures, and Baidu sees spikes in safety and travel insurance searches. As outbound travel nears 2019 levels, brands must adapt to a fast-shifting, experience-led travel landscape.