An epidemic known as ‘Paris Syndrome’ is gripping a growing number of Chinese tourists every year, as romantic expectations collide with the uglier side of Paris – packed metros, dirty streets, rude waiters, and pickpockets. And it’s damaging French tourism.

Renowned for an insatiable appetite for luxury, within ten years China will account for 50% of global luxury purchases. But as discretion becomes the mark of distinction, who are these luxury consumers, how are their tastes evolving and what compels them to part with their cash?

Is tea still the most popular drink in China? And do logo-centric brands still dominate luxury? In our 2014 / 15 cultural snapshot of China, we demystify cultural myths, shed light on the country’s economic outlook, and explore the emerging and established trends across eleven sectors.

A new survey of a thousand affluent individuals has uncovered a broadening idea of wealth and luxury amongst China’s rich. As the urge to "seek and discover authentic experiences” has grown, travel and dining have toppled retail as the most desirable ways to splash cash.