As young Chinese people feel less secure about China’s harsh working and living conditions and COVID-19 policies, they are leaning into the Guochao movement as a route of finding state-funded employers. But as frustrations grow and economic instability mounts, where will Gen Zers seek release?
Tracy Wen Liu is a freelance journalist, author, and translator based in Austin, Texas. As well as contributing to Deutsche Welle Chinese, she is a regular contributor to The New York Times, Foreign Policy, and China File, among others.
Allison Malmsten is the marketing director at Daxue consulting, a market research and management consulting firm focusing on the Chinese market. Based in Hong Kong, she works on consumer trends and demystifying the Chinese market, and is highly skilled in market research, content management, search engine optimisation, and social media marketing.
Gouri Sharma is an internationally renowned independent journalist from London living in Berlin writing for international media sites including Al Jazeera English and Deutsche Welle. Amid a career spanning nearly two decades, including five years on the production desk for Al Jazeera's flagship media critique show The Listening Post, Gouri now writes on issues such as race, culture, migration, history, and sexual health and wellness. With each report, she aims to draw out the individual story amid the wider political or historical context; centring the human story is a priority, in particular amplifying the voices of those from marginalised communities whose stories are not as visible.
Younger generations are feeling a plethora of pressures, and in China they're using digital Buddhist apps to find some comfort in rituals. Despite not considering themselves Buddhist, many are yearning for spaces that provide emotional support, whether that is on or offline.
After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.
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?
As a result of the pandemic and restrictions, there has been a rise in domestic travel in China, and far-flung destinations look off the cards for a while. Instead, young people are opting for short, well-funded vacations to get away from urban life while still staying relatively close to home.