China’s June trends show rising outbound momentum alongside flexible domestic escapes. Weibo highlighted self-drive holidays and visa-free access to New Zealand, while Baidu flagged quick 48-hour trips abroad and Bali’s popularity among graduates. Douyin users favoured solo travel, and Zhihu reflected growing demand for personal, international journeys. Despite Japan-bound concerns on Xiaohongshu, outbound intent stays strong, signalling new opportunities for brands targeting

China is poised to become the world’s largest luxury goods market by 2030, fuelled by evolving consumer values and intensified digital marketing. Insights from Whale Dynamic’s 2025 report reveal strategic shifts in media investment, with mobile still dominant but OTT channels rising fast. Seasonal advertising peaks and emotionally driven, experience-led consumption now define market dynamics. Leading brands like Rolex and MiuMiu exemplify the balance between short-term engage

By 2024, China will have over 310 million citizens aged 60+, marking a profound demographic shift. This ageing trend is powering an ¥8 trillion silver economy with diversified demand in health, leisure, education, and digital services. Far from monolithic, older consumers are active, value-driven, and digitally savvy—seeking wellness, customised travel, and dignified eldercare. As their behaviours evolve, brands must adapt to stay relevant. The 2025 Silver Economy Insight Rep

China’s social media landscape is being rewritten. Xiaohongshu now leads in user time growth, yet its conversion rates are falling. Douyin remains a commerce powerhouse, while Weibo stages an unexpected comeback with record-breaking ROI. As short video dominates brand budgets and platform audiences shift, where should marketers focus next? This exclusive deep dive unveils the latest platform power plays, gender-driven strategies, and AI-fuelled trends shaping China’s digital

China’s outbound tourism saw a powerful revival during the 2025 Labour Day holiday, with civil aviation passenger trips up 11.8% from 2024 and 55.4% from 2019. International flights surged past pre-pandemic levels, driven by younger first-time travellers and a growing cohort of affluent seniors. Demand from smaller cities rose sharply, while flexible holiday planning enabled long-haul journeys and luxury experiences. From bespoke itineraries to immersive cultural activities,

Hainan is rapidly emerging as China’s premier consumer lab, propelled by its transition to free trade port status in 2025. With ambitions to draw 110 million tourists and generate RMB 245 billion in tourism revenue by 2026, the island is redefining domestic demand. In 2024, tourism spending nationwide rebounded to RMB 5.7 trillion, driven by a rising desire for emotional well-being and immersive experiences. Notably, 38% of travellers cited duty-free shopping as their main re

Buoyed by a 5.4% GDP increase and strong policy support, China’s outdoor advertising sector entered a new phase of strategic growth in Q1 2025, with ad spend reaching ¥57.35 billion. Brand participation hit record highs, driven by festive campaigns and a sharp focus on Tier 1 cities like Guangzhou and Shenzhen. While video ad growth slowed, LCD and digital formats showed resilience. Sectors such as services, cosmetics, and digital platforms led investment, as advertisers adap

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