How are Gen Yers redefining the 'Chinese dream'? What are young and wealthy travellers looking for when they head abroad? And how is a homogenous society diversifying? This Cultural Snapshot uses local stats and case studies to explore behavioural norms shared by Chinese people in 2018.

With Chinese Gen Yers and Zers inheriting considerable wealth from a rapidly expanding middle class, luxury fashion consumption is increasingly driven by streetwear instead of catwalks. Yet while global brands remain highly valued, why are young shoppers investing in local labels?

Building on a traditional diet that promotes an ‘eat little and often’ approach, snacking is a natural fit in Chinese food culture. But Western brands haven’t had a smooth ride catering to domestic tastes. How are attitudes to snacking changing? And what do people want to eat between meals?

Known as ‘Wang Hongs’, highly relatable internet stars in China now surpass bloggers when it comes to doing business with major brands. But the superficial nature of the lifestyles presented on social media can have a negative impact on the mental health of these influencers and their audiences.