From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?

Starbucks has debuted its Intenso Collection in China, which doubles down on strength and comes in an elevated cup design. As China's interest in coffee grows, caffeine drinkers are looking for niche, strong, and culturally aligned coffee offerings, as well as a focus on premium products.

Liquor brands Moutai and Luckin Coffee have teamed up to release an exclusive liquor latte to win over young Chinese audiences’ experimental tastebuds. The collab demonstrates people’s sustained appetite for patriotic signalling – especially when manifesting in the most unexpected moments.