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.

The 2025 Hurun China HNWI Quality of Life Report highlights a major shift among China’s affluent consumers—from material luxury to experience-driven spending. With travel (61%), children’s education (59%), and wellness (54%) topping priorities, younger HNWIs (average age 35) now favour private jets, cultural tourism, digital collectables, and luxury SUVs. As high-end alcohol and gifting trends evolve, brands must embrace empathy, personalisation, and cross-border lifestyle of

As China’s Gen Z navigates a world of uncertainty, emotional resilience has become the new currency. From self-soothing shopping and micro-communities to soft rebellion at work and emotional detachment from family norms, youth are redefining lifestyle choices not through status—but through self-care. In this emotional economy, brands that offer genuine resonance, like Huawei’s storytelling-led FreeBuds Pro 4 campaign, are emerging as trusted companions, not just product provi

Luxury handbags in China are not just status symbols—they’re cultural markers, emotional companions, and digital conversation starters. From

In 2024, Chinese travellers are returning to Singapore in full force—driven by spontaneity, social media, and a love for lifestyle. Millenni