Since 18 December 2025, Hainan’s island-wide special customs operations have moved the Free Trade Port from a duty-free “shopping stop” to a system that shapes price expectations, brand shortlists and purchase intent far beyond the island. With travellers booking fast but researching hard—CTD data shows 77% book within a month, 79% research pre-trip and 98% price-check against online—Hainan is compressing the path from influence to checkout.

Shanghai is fast becoming the go-to China break for South Korean travellers, powered by visa-free access, a short flight time and a strong “value for money” reputation. Visitor volumes have jumped from about 570,000 in 2023 to 1.1 million in 2024, and continued rising in 2025, with bookings for early 2026 reported at more than triple last year’s pace.

This week, China’s major platforms are tracking a Gansu earthquake and emergency-response updates, China’s accelerating green transition, rising travel-health monitoring linked to India’s Nipah outbreak, and pre-CNY mobility sentiment—from Spring Festival “avoid Japan” advisories to “reverse Chunyun” family reunions. Meanwhile, Baidu and Zhihu discussions extend into Belt & Road cooperation, China–Europe engagement signals, and the “ice-and-snow economy” narrative powering wi

China’s 2025 marketing cycle marked a decisive shift in how brands use generative AI. AI is no longer just a productivity tool for images and copy. It is becoming the narrative core of campaigns, shaping brand worlds, enabling co creation at scale, and building new forms of emotional experience. Drawing on a 2026 AI marketing case review, this newsletter breaks down the three dominant AI marketing paradigms, the best performing campaign mechanics, and the critical governance

Valentine’s Day 2026 in China is shifting beyond couple gifting. “爱我老己” makes self-gifting and care-led rituals mainstream, while demand rises for IP collaborations, limited drops, instant delivery and “emotional utility” products that boost mood and reduce stress. Brands win by pairing sincere storytelling with reliable fulfilment across XHS, Douyin, WeChat and on-demand services.

Bookings and flight data suggest South Korea will overtake Japan as the top Lunar New Year destination for Chinese travellers. China Trading Desk estimates 230k–250k mainland visitors to Korea from 15 Feb (up to +52% YoY), while Japan arrivals may fall up to 60%. Drivers include a stronger value won, eased group visas, K-culture appeal, and China–Japan tensions; China–Korea flights are up ~25% YoY, while China–Japan flights are down 48%.

This week’s China social media discussions are dominated by real-time earthquake updates and safety searches, Lunar New Year travel promotions, “mobile China” transport-and-consumption narratives, macroeconomic confidence signals, geopolitical commentary, and winter cold-wave disruptions—alongside health-alert travel caution, Brazil visa-free buzz, and seasonal “pre-CNY service consumption” peaks.

China’s outbound market is no longer in “revenge travel” mode. It’s normalising but around a very different traveller mix. China Trading Desk's latest surveys demonstrate that travel budgets are solidly back, with new segments among Chinese travellers reshaping how they discover, approach and experience airport and downtown duty-free.

Duty-free sales have surged in Hainan since an island-wide ‘seal-off’ was introduced on 18 December. According to data released by the General Administration of Customs and reported by state media, between 1 December 2025 and 10 January 2026, revenue hit RMB38.9 billion/$5.6 billion, with sales volumes rising by 49.6% year-on year.