Trending Now: China's Social Media Highlights #20October-26October#

Weibo

Double 11 — Post-00s obsessed with mini samples The trending topic #MoreGenZsBuyingMiniSamplesDuringDouble11 reveals how the post-2000 generation increasingly favours sample-size products and daily essentials over fashion splurges. The Double 11 shopping cart is becoming more practical and lifestyle-driven, reflecting a clear shift from “buy more” to “buy smart”. Read more →

Xiaohongshu

“This winter I’m going here to see the snow” Winter travel content is booming as users plan snow-filled getaways to Hokkaido, South Korea, Switzerland and other popular destinations — showcasing a rising appetite for seasonal experience-based travel. Read more →

Baidu

“Field-work tourism” becomes a major trend" Baidu searches highlight the rise of “field-work tourism” — a new travel trend where travellers take part in farming, harvesting, or other forms of rural labour. This experience caters to the growing consumer demand for authenticity, emotional fulfilment, and a hands-on connection with nature. Read more →

High-speed rail launches a new “hidden luggage service” China’s high-speed rail has quietly rolled out a pre-booked baggage transfer service, letting passengers send luggage directly from departure to destination. This innovation responds to travellers’ desire for convenience and premium service, especially among business and leisure segments. Read more →

Antarctic tourism prices drop — young travellers surge A Baidu hot topic reveals how Antarctic travel costs have fallen from ¥200,000 to around ¥50,000, igniting interest among younger travellers seeking once-in-a-lifetime adventures. With China now the world’s second-largest source market for Antarctic tourism, this niche is rapidly expanding. Read more →

Zhihu

Students get 5-day mini holidays in November, boost for short getaways On Zhihu, parents and educators debate how the new five-day “autumn holidays” for primary and secondary students could reshape travel behaviour. The most popular plans are two- to three-day family trips, combining relaxation and study balance. Read more →

Do travellers prefer off-peak or peak season? Zhihu users overwhelmingly vote for off-season travel, citing fewer crowds, better prices and smoother experiences — a reflection of China’s maturing travel mindset that values comfort and authenticity over crowds and checklists. Read more →