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

China is entering a new phase of global business travel leadership in 2024–2025, with outbound corporate travel by private enterprises surging past pre-pandemic levels—up 144% compared to 2019, according to Trip.com Group’s 2024–2025 Business Travel Market White Paper. Now accounting for 25% of global and 62% of Asia-Pacific business travel spend, China is redefining mobility with a shift toward strategic, decentralised, and experience-led travel. From rising demand for train

China's 2025 May Day holiday saw a record-breaking 10.9 million border crossings, as outbound travel surged 28.7% year-on-year. Asia-Pacific hotspots like Japan, Korea, and Singapore led the rebound, while curiosity in off-the-beaten-path destinations such as Uzbekistan and Hungary spiked. With mobile payments via WeChat Pay and Alipay booming overseas, Chinese tourists are embracing seamless, app-driven journeys. This holiday marked a pivotal shift: travel is now borderless,

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