Anxiety has become one of Xiaohongshu’s most powerful cultural and commercial drivers. Transforming abstract emotions into searchable keywords, high-engagement narratives, and purchase-triggering needs. Drawing on QianGua Data’s 2025 “Anxiety Emotion” Content Insight Report (covering 31 Aug 2024 to 31 Aug 2025), this newsletter explores the four dominant anxiety types: health, appearance, relationship, and survival, and what brands can do to respond with credibility, empathy,

China’s consumer outlook is stabilising — yet spending remains cautious, value-led, and increasingly “relevance-driven”. Drawing on NielsenIQ’s 2026 China Consumption New Landscape report (Dec 2025), this newsletter unpacks what’s changing across confidence, priorities, purchase triggers, and generational behaviours — and what brands must do to earn trust, premium, and long-term loyalty.

China’s 2026 Spring Festival holiday will run from 15–23 February (nine days), creating the “longest-ever” Lunar New Year break and triggering an early surge in outbound travel planning. Based on platform and industry reporting, this newsletter explores how travellers are booking earlier, splitting trips to avoid peak crowds, shifting towards long-haul nature escapes, and rebalancing short-haul favourites across Thailand, Korea and Malaysia. We also outline what destinations,

AI is no longer a supporting tool — it is becoming the engine of global marketing transformation. Based on the 2025 Lingmou Awards theme “智启 | Rebooting the Future” and Morketing’s latest industry analysis, this newsletter unpacks the ten defining AI marketing shifts of 2025, from reasoning intelligence and AI agents to AEO, hyper-personalisation, AR integration, automation and responsible AI. Here is what brands must prepare for in the next wave of intelligent marketing.

China has released a landmark national consumption action plan that sets out to cultivate three trillion-yuan consumer sectors and ten 100-billion-yuan consumption hotspots by 2027. Backed by six central government ministries, the plan accelerates supply–demand alignment, next-generation technology adoption, scenario innovation, and targeted product development across diverse demographic groups.

China’s outbound travel market is entering a new phase of accelerated recovery and structural transformation. Based on the latest ITB China Tourism Trend Report 2025/26, this newsletter explores key shifts in traveller behaviour, destination trends, MICE growth, and technology adoption — providing strategic insights for destinations, airlines, hospitality groups, and travel brands preparing for China’s next wave of global tourism demand.

China’s new generation, those born between 1995 and 2009, are reshaping how value, identity, and culture are expressed through consumption. Drawing on the 2025 New Generation Panorama Report, this newsletter explores how these digital natives live, spend, work, and dream; and what brands must do to stay relevant in a market defined by rationality, emotion, and individuality.

China's drinking habits are undergoing a profound reset. Based on insights from the 2025 Whisky L! Annual Report , this newsletter explains why alcohol sales are softening, how young consumers are redefining drinking culture, and what this means for brands navigating the new reality.

China’s Double 11 is entering a new era where rational, value-driven shoppers and AI-powered retail ecosystems reshape the rules. Insights from Zhihu and Syntun’s 2025 reports revealed how “new essentials”, smarter consumption, and intelligent platforms are redefining China’s biggest shopping festival. Consumers now buy for practicality, emotion, and self-expression, while AI and emerging tech shape smarter, more efficient shopping journeys.