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

From beauty and health to smart homes and EVs, brands are adapting to a refined, tech-savvy, and values-driven female consumer base. As youn

March 2025 was a month of high emotions, heated debates, and significant industry shifts across China’s social media landscape. From the hea

The 2024 Mayday holiday marked a turning point for China’s post-pandemic outbound travel, with 1.897 million Chinese travelers venturing abr

China’s fragrance market is experiencing rapid growth, with projections estimating it will reach ¥32.876 billion by 2025. The rise of domest