This could quite possibly be our favourite marketing campaign in China yet, transitioning a cough medicine brand into a fashion powerhouse, incorporating user generated content, community and corporate welfare

China's consumer landscape is increasingly divergent. Lower-tier cities are rebounding faster and showing greater resilience than first- and second-tier cities. While large catering businesses struggle, smaller restaurants thrive. How can brands understand these diverging trends and their implications? Read on to find out more.

Zara's pop up in Shanghai's trendy Anfu Lu provides plenty of lessons on marketing and retail for brands in China

Zara's Anfu Lu pop-up store in Shanghai's former French concession is being reinvented every week; here are photos of the first two iterations

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.

Size matters in the China market, but many foreign brands still miss the memo. Size preferences are notably different in China from Western markets across many categories, here are some reasons why...

Who would have thought that the most fashionable item at the Paris Olympics would be the straw hat? Both luxury and affordable brands have launched their straw-woven collections, catering to the laid-back "chillax" lifestyle.

Water shoes have become a fashionable choice for outdoor adventures due to their functionality and stylish design. But will they create a trend as widespread as clogs did?

This spring and summer, wearing bandana head scarves for outdoor trips has become popular, making them a must-have fashion item for 'dopamine girls.'

Extreme-sport specific cosmetics, tents for pets, outdoor coffee gear and urban sports are just some of the outdoor industry trends China Skinny identified at the ISPO 2024

More and more Chinese youth are showing their personality by pairing their bags with cute bag hangings.

Beyond the ubiquitous yoga pants, every fitness enthusiast's wardrobe now includes at least one sculpting bodysuit. They are also ideal for hot girls’ summer outfit.

A sample of the wacky extremes Chinese youth are going to to save money on budget airlines

Chinese students in the U.S. taken by its popularity in North America, coupled with effective positioning, collabs and KOLs in China has made this fashion accessory a must-have with middle class Chinese women

Despite the interesting name, horse-face skirts have been some of the fastest growing fashion items in China this year

DAPHNE was a staple fashion item for Chinese ladies born in the 80s and 90s, but failed to adapt to changing market dynamics. A recent strategic shift and refresh has seen the brand rise from the dead

Press-on nails are all the rage in China due to their distinct advantages over alternatives

Here are 8 of China’s latest fashion trends that we particularly like