Japan Tourism Surge Amid Tragedy A 55-year-old Chinese tourist was killed on railway tracks in Japan. From Jan–Jun 2025, China ranked 2nd with 4.71M visitors, up 50% YoY, driven by cherry blossom, autumn leaves, and ski seasons.

This is not just another think-piece. It’s a do-list for every player in travel retail – airport operators, duty-free retailers, luxury brands, airlines and DMOs. Why? Because the customer has changed. It’s now the She Economy that sets the pace: she researches upstream on RED (Xiaohongshu) and Douyin, compares by reflex, and still wants human help at the point of truth. If your part of the journey can’t show proof in one scan and assistance within ten metres, then you’re l

China’s Q2 2025 business travel market shows steady domestic strength and selective outbound recovery. TMCs cite corporate performance as the top demand driver (4.12/5), but 86% face client budget cuts, pressuring pricing and volumes. Outbound travel grew for 21.12% of travellers, led by foreign firms, while strategic shifts, revenue declines, and policy guidance drove reductions. Location (64.4%) and brand (53.49%) dominate hotel choices; smart hotels remain niche (22.32%).

China’s high-net-worth individuals (HNWIs) remain a formidable yet evolving consumer force. Despite a slight decline to 5.13 million households in 2024, their spending power is resilient—48% spend RMB 30,000–69,999 monthly, with 15% exceeding RMB 70,000. Eighty-three per cent seek “consumption upgrading”, balancing exclusivity with low-key discretion. While 77% value luxury as a status marker, many are open to premium domestic alternatives. Travel preferences prioritise safet

China’s fragrance market is evolving rapidly, revealing distinct differences between lower-tier city consumers and CS (Cosmetic Store) channel shoppers. Women dominate nationwide, yet men’s interest is growing in lower-tier markets. Younger consumers are more exploratory, while higher-tier shoppers use fragrance daily and favour international luxury and niche labels. CS channel shoppers stand out for their adaptability, deeper emotional connection to scent, and openness to do

Reverse Travel for a Relaxed Summer More travellers are choosing “reverse tourism” to avoid crowds, embracing laid-back trips like drifting without paddling, bungee jumping, county-town escapes, and self-drive camping.

China’s internet marketing landscape is undergoing structural transformation—driven by policy direction, AI innovation, and a digitally fluent consumer base. With advertising spend projected to reach 1.49 trillion RMB by 2026 and short video emerging as a dominant format, the shift from functional messaging to emotionally intelligent, AI-powered marketing is accelerating. Brands must adapt to a new paradigm where relevance, creativity, and personalised experience define engag

China’s baijiu industry in 2025 is transitioning from rapid expansion to strategic consolidation, driven by policy tightening, economic caution, and evolving consumer habits. While leading brands maintain steady growth through scale and digital control, regional and mid-tier players face shrinking margins and weakening demand. E-commerce platforms like JD.com, Tmall, and Douyin are emerging as key battlegrounds. Advertising is shifting toward national media like CCTV and imme

In recent years, a fascinating trend has emerged among young Chinese individuals, especially recent university graduates: the growing popularity of cruise journeys to destinations like Vietnam and Japan. These sea voyages are increasingly seen not just as holidays, but as a significant “rite of passage” a symbolic transition into adulthood. This article explores the reasons behind this burgeoning phenomenon and its implications for the travel industry.