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.

South Korea is ready to roll out the welcome mat for Chinese tour groups this fall. Starting September 29 and running through June 30, next year, Chinese visitors traveling in organized groups will no longer need a visa to enter the country, the prime minister’s office announced on Wednesday.

In 2025, China’s households with children aged 0 to 18 are setting the pace for digital consumption. With 362 million monthly active users and steadily increasing engagement, these families, led by digitally savvy Gen Z parents, are reshaping how value, quality and experience converge online. Their preferences strongly favour KOL content, short video, scenario-based shopping and emotionally resonant experiences. From upgrading grocery choices to embracing edutainment apps and

From celebrity travel ambassadors to evolving youth travel styles, these viral conversations across China’s top platforms reveal new insights into outbound tourism, consumer confidence, and emotional motivations behind travel. Here's a roundup of this week's hottest travel and lifestyle trends across Weibo, Douyin, and Baidu.

Hainan’s tourism retail sector is undergoing a dramatic transformation—duty-free sales have surged from RMB 16 billion in 2012 to over RMB 309 billion in 2024, a nineteen-fold increase. In 2023, global air travel reached 8.7 billion passengers, with China reclaiming its position as the world’s second-largest aviation market. Drawing on the 2025 White Paper by KPMG China and The Moodie Davitt Report, this article reveals how policy reform, immersive retail design, and Gen Z de

India Reopens Tourist Visas to Chinese Travellers After a five-year hiatus, India resumed issuing tourist visas to Chinese citizens from 24 July 2025. Search traffic for Delhi skyrocketed tenfold on Chinese travel sites, with Hong Kong–Delhi flights becoming the hottest ticket.

Thailand’s tourism industry was already on shaky ground — now, with heavy artillery exchange across its border with Cambodia, it’s facing its toughest blow yet. As the region plunges into its worst conflict in over a decade, hopes of a travel rebound risk being buried under smoke and uncertainty.

Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.