Trending Now: China's Social Media Highlights #8September-14September#

Weibo

Young Consumers Are Buying with Their Hearts, Not Just Their Wallets From museum keychains to plush charms dangling from backpacks, “emotional value” is defining young Chinese consumers' choices. Experts say it’s less about function, more about comfort, expression, and identity. Read more

From “Special Forces Travel” to “P-Style Travel” A new viral trend sees Chinese travellers swap frantic sightseeing with relaxed local experiences: think market strolls and dialect lessons over overnight trains. This mindset is already shaping October holiday plans. Read more

How to Be Friends With Consumers? Here's the Formula Weibo users are dissecting a “friendship equation” for brands: Know Me + Help Me + Trust Me = Loyalty. Emotional insight, transparency, and public participation are the new pillars of brand building. Read more

Xiaohongshu

Budget-Friendly Travel Inspired by Reality TV A new wave of Chinese outbound travellers is copying routes from popular reality show “Divas Hit the Road”, exploring destinations like Iceland, Egypt, and Madagascar with tight budgets and flexible attitudes. Read more

Baidu

South Korea’s New Visa-Free Policy for Chinese Tour Groups From Sept 29 to June 30, 2025, Chinese tour groups of 3 or more can enjoy visa-free access to South Korea for 15 days—a policy aimed at boosting tourism and regional economies. Read more

The 5 Most Important City Clusters in China Baidu users are revisiting the country’s mega urban hubs: from the Beijing-Tianjin-Hebei political zone to the Greater Bay Area and Chengdu-Chongqing twin cities—each with unique engines of growth and identity. Read more

Zhihu

Why Are Chinese Travellers Flocking to Taiwan Again? With mainland visits to Taiwan up 49.2% YoY, Zhihu users praise the affordability, cleanliness, and convenience of the experience. From waste sorting to high-speed rail—Taiwan ranks high in “soft power” tourism. Read more