Elderly influencers provide a counter-narrative to China’s intense work culture, proving that seniors can live life on their own terms, which is proving endearing to young Chinese consumers often labelled as “fragile youth”

Xianyu has evolved from a second-hand marketplace into a hub for youth culture, side hustles, and digital innovation, offering valuable insights for foreign brands in China

A concise summary of last month's key marketing developments in China, highlighting valuable insights and their implications for brands.

After spreading over social media, China’s youth have demonstrated their need for community and adventure en masse causing a stir on their 50km group ride

China Skinny’s review of key marketing trends and lessons we observed over the month of October 2024.

China is experiencing a shift—or even a dilemma—in its bricks-and-mortar retail landscape. While high-end malls are seeing declines, non-standard commercial spaces are on the rise. Among these, Beijing’s THE BOX Youth Energy Center is redefining the offline retail experience by tapping into the spending power of the younger generation.

Chinese youth embody a rich tapestry of lifestyles and values that defy easy categorization. In a social media world saturated with flashy façades and overly curated personas, many still celebrate authenticity and self-discovery. This creates opportunities for brands to craft fresh, compelling stories that resonate with their desire for genuine connection.

As new generations redefine what weddings look like, brands are seizing the moment to connect with young couples seeking authenticity and personalization.

Scripture copying, once a niche activity, is now a rising wellness trend among young people. It is becoming part of the growing "temple economy," expanding from temples to teahouses and beyond.

Traditional collectibles have become a form of social currency among young people. From spiritual comfort to stylish accessories, livestreams and e-commerce have made these pieces more accessible. And people watch appraisal livestreams for whacky collectibles as an entertainment.

Jellycat CAFÉ has taken Shanghai by storm with its limited-time pop-up. Exclusive plush toys and immersive packaging performances highlight Jellycat's unique blend of emotional value and playful creativity.

A wave of viral videos in China are flipping the script on traditional Chinese-style parenting. Filmed from a child's perspective, these clips turn guilt-inducing phrases back on parents, pushing them to reflect on their parenting approach.

Ye, the artist formerly known as Kanye West, returned to Haikou, China, after 16 years, with fans endeared by Ye's fashion as much as his music. The whole city got behind the concert, ensuring fans had an all-encompassing Ye experience during their visit to the tropical island.

Founded in 2019, Tiaohai Village (跳海酒馆) is a community-driven pub brand. Despite having around 30 locations nationwide, it's said to have achieved over ¥100 million ($14m) in revenue in 2023, together with over 200 highly active online alcohol communities. Check it out to learn about what sets Tiaohai apart from other pubs and how it truly connects with Chinese young people emotionally.

Snacks are getting supersized and catching attention on social media for their social appeal. With giant snacks, brands also enjoy greater exposure as well.

As mental health issues such as work stress, unemployment and poverty continue to come to the fore, more and more young Chinese are pursuing emotional healing.

‘Crazy ID Badges’ among post-00s white collars have become a trending topic on Xiaohongshu. Many FMCG brands have jumped on it to winning favour from the young consumers.

Chinese consumers generally prefer smaller formats, but this summer is seeing a slew of giant gulps for everything from watermelon juice to ice coffee, meeting consumers needs for different occasions