Safa Arshadullah is a behavioural analyst at Canvas8 with a background in organisational studies and strategic communications. To her, exploring behavioural and cultural insights is a means of learning nuances to better foster equity and justice in the world. Outside of work, you can find her tinkering with her chai recipe, taking meandering walks in neighborhoods she’s never been to, or analysing one of the multiple TV series she’s watching.


Experience Hunters

Gen Z (born 1997-2010)

China

Global

Hotels and holidays

Savings and investments

Research has found a surge in spending and travelling by Chinese tourists primarily during Lunar New Year – in response to regular lockdowns during COVID-19. This boom speaks to how people are looking to shop, eat, drink, and have authentic cultural experiences not just domestically, but globally.