Explore China’s top trending topics from Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu, from viral travel stories and safety incidents to retail controversies and policy shifts, revealing how Chinese social media reflects evolving public values and consumption trends.

Double 11 Post-00s obsessed with mini samples The trending topic "MoreGenZsBuyingMiniSamplesDuringDouble11" reveals how the post-2000 generation increasingly favours sample-size products and daily essentials over fashion splurges. The Double 11 shopping cart is becoming more practical and lifestyle-driven, reflecting a clear shift from “buy more” to “buy smart”.

Double 11 Travel Promotions Take Off Fliggy’s Double 11 travel campaign launched pre-sales on 15 October and full sales on 20 October, offering low-cost global routes and exclusive live-stream deals. From economy flights at ¥700 to all-inclusive Maldives packages under ¥20,000, Weibo buzzed with flash-sale excitement ahead of peak travel season.

For solo travellers, dining remains the biggest challenge — from large portions to awkward seating. Many opt for fast food over local cuisine. Yet, single-friendly eateries and takeaway combos are changing that. Only 9% choose solo trips.

China’s social platforms continue to shape narratives around tourism, consumer behaviour, and lifestyle choices. From South Korea’s declining travel appeal to the rise of silver-haired tourism, here are nine trending discussions across Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu.

From historic Golden Week travel surges to safety debates and shifting outbound preferences, netizens across Weibo, Xiaohongshu, Baidu, and Zhihu are exploring how holidays, discrimination, fashion, and authenticity define today’s Chinese traveller.

From deeply emotional travel motivations to strategic route planning for China’s National Day holiday, netizens across Weibo, Xiaohongshu, Baidu, and Zhihu are diving deep into what travel, ageing, safety, and personality mean in a post-pandemic, price-sensitive world. Here are 10 of the hottest topics shaping China’s consumer outlook:

As China's consumer landscape continues to shift, young people are redefining value, brands are learning how to be better “friends,” and cross-border travel plans are being shaped by reality shows, policy shifts, and local trust are shaping cross-border travel plans. Here's this week's cross-platform roundup from Weibo, Xiaohongshu, Baidu, and Zhihu.

China’s tourism landscape continues to evolve, influenced by international policies, financial tools, safety concerns, and shifting consumer preferences. This week’s highlights from Douyin, Xiaohongshu, Baidu, and Zhihu reveal emerging dynamics shaping both outbound and domestic travel.