China’s Generation Z, roughly those born between 1995 and 2009, now represents over 260 million consumers and wields enormous cultural and economic power. Unlike earlier generations, they’ve grown up entirely in a mobile, cashless, and algorithm-driven world. Their digital life isn’t an extension of reality. It is reality: social validation, entertainment, identity, and even activism […]

Pop Mart isn’t just a toy brand anymore—it’s a cultural signal for China’s Gen Z. With characters like Labubu and Molly, it transformed collectible toys into lifestyle essentials, tapping into a desire for self-expression, nostalgia, and aesthetic identity. By 2024, Pop Mart’s revenue had reached RMB 13.04 billion, a 107% increase from the previous year. […]

Nowadays, involution (内卷) and lying flat (躺平) have become defining terms in China. Involution describes a cycle where everyone works harder but gains less, while lying flat reflects a conscious refusal to chase hollow milestones.  Competition in education and the workforce has reached new heights, and many young adults feel dissatisfied and frustrated. According to […]

China’s digital commerce is surging ahead of the rest of the world. In 2024, online retail sales surpassed US$3 trillion, driven by over 1.1 billion internet users. Mobile payments have become an integral part of daily life, with more than 600 million consumers now shopping directly through live streams. This shift has created a “shoppertainment” […]

China’s consumer market in 2025 is vast, dynamic, and evolving in surprising ways. With retail sales reaching nearly ¥48.8 trillion ($6.8 trillion) in 2024, it’s one of the world’s largest consumer markets – but it’s not one homogeneous block.  Understanding Chinese consumers means appreciating critical differences between urban and rural shoppers, generational shifts in attitudes, […]

Chinese consumer behavior refers to the purchasing habits, preferences, and decision-making processes of consumers in China. This behavior is shaped by rapid technological advancements, cultural traditions, shifting economic conditions, and the continuously evolving digital landscape. Businesses that understand Chinese consumer behavior can refine their products, marketing strategies, and services to align with the specific needs […]

The rise of new consumer brands is one of the most notable phenomena in the Chinese business landscape in recent years. These new brands have rapidly developed by targeting high-demand markets that established brands have overlooked and gaining a foothold in the market.  For example, the cosmetics brand Perfect Diary (完美日记) went public on the […]

Live Commerce in China is going as strong as ever in 2022. In 2022, live commerce serves as an important leverage to empower retreating retail sales in the post-pandemic period, generating a 146% revenue increase of live commerce to RMB 181.4 billion. In contrast, the Livestream market is only worth USD 17 billion in market […]

Chinese millennials, born in the 80s and 90s, are now hitting prime consumption age. Described as educated, open-minded and tech-savvy, millennials make up 31% of China’s total population, representing about 400 million consumers. By 2025, millennials will make up about three-quarters of the working population in China. With an average annual income of US $52,000 […]

Recently I saw a guy filming himself with his phone while crossing the street in China. It seemed like he was Facetiming with a friend. But he was actually doing a livestream, an extremely popular hobby for young people in China. China is way ahead of the rest of the world when it comes to […]