Conversations are likely to be a little different for many young Chinese returning home for their Chinese New Year holiday

Xiaohongshu/RED launched the "5-Minute Workout Boost" campaign to coincide with the Paris Olympics and summer vacation, making exercise accessible and easy to fit into daily life.

Over the past two years, many young Chinese thrill-seekers have taken a liking to via ferrata, a climbing activity that requires less experience while offering more spectacular scenery. It allows climbers to experience the thrill of "leaping like a crane" on steep mountain peaks, akin to ancient Chinese martial arts heroes, combining danger with allure.

During the Paris Olympics, China's enthusiasm for sports was reignited, leading to a rise in popularity of cafés themed around sports like table tennis, tennis and basketball.

Chinese movie theatres live-streamed the Olympics’ opening ceremony and events for the first time, filling up with young people captivated by the experience

Standup paddleboarding is trending this summer, catering to Chinese consumers' desire for personalized experiences in water sports. And brands tapping into the trend are further enhancing its appeal.

Despite the Paris Olympics getting mixed reviews in China so far, the opportunities for brands to align with sports to connect with consumers is large, and growing

The opening ceremony of the Paris Olympics, along with other parts of the Games, hasn’t been without controversy, but Chinese brands like Yili, HEYTEA and Kuaishou have capitalized on the interest of the spectacle to launch impressive marketing campaigns.

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

At Euro Cup 2024, Chinese brands accounted for five of the 13 top-tier brands, more than any other country. The success of BYD’s sponsorship has been slightly dampened by an adult toy site in the host country of Germany

Zhou Guanyu, China’s first ever F1 driver is a valuable commodity for brands in China, including lululemon, McDonald’s, Puma, Dior, Hennessy and HSBC

China’s village basketball league is the hottest game in the country right now, accumulating over 800 million viewers online and attracting NBA stars

Lionel Messi puts his name to a Baijiu, but the delivery underwhelms and disappoints fans

It wasn't long ago when every marketer in China was talking about ecommerce. Alibaba and JD battled it out for supremacy, and then another challenger, Pinduoduo, came from nowhere, and it became a three-horse race.Whilst the traditional ecommerce platforms still dominate online sales in China, the new world of livestreaming, KOLs and social commerce has dominated marketing forums over the past few years.

Last week saw millions of Chinese kids take the gruelling Gaokao. The average 31 hours a week spent doing homework and extracurricular classes from the age of three, have largely been to prepare for the notorious 9-hour exam which determines the university they get into. Many consider the Gaokao scores to shape the trajectory of their lives.

Nothing beats a good lockdown to dull the spirits of Chinese consumers. As Shanghai's severe lockdown has passed 50 days for some residents, and has recently been re-tightened, a large number continue to struggle to order the staples, let alone purchase discretionary goods and services.

Here is a tale of three brands, each who have seen quite different outcomes in China over the past-12 months. They provide valuable lessons in public relations (PR) in China's increasingly sensitive and less tolerant consumer market.

If you're living in a developed country, there's a chance you may have seen a few robots since the pandemic began. In the US, labour shortages, coupled with robots being covid-free has driven the recent adoption of Artificial Intelligence (AI) powered robots for everything from coffee delivery to making fresh, hot pizzas and customised hamburgers in minutes from deep inside a vending machine.