Amid a global uptick in digital-first subcultures that channel Y2K aesthetics, Chinese youth are embracing the ‘bad’ taste associated with older, rural, and working-class people in the country. Beyond simply serving as a form of self-expression, what’s behind this tacky nostalgia trip?
With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?
Amid travel restrictions in China, a growing number of urbanites is finding escape in the countryside. The rural has transformed into an aspirational symbol amongst the well-off, shown by the rise of eco-tourism and people sharing their bucolic lifestyles on social media.
Pinduoduo is an app that’s turning the tide on China’s e-commerce sector. Working at the intersections of artificial intelligence, livestreaming, and social shopping, the tech brand is innovating the landscape of social commerce and giving the big names some competition.
As affluent luxury consumers in China demand brands take steps to be accountable for their environmental impact, these companies are pivoting to flout their sustainable credentials. For legacy brand Erdos, this means diversifying the product offer and targeting new markets.