Gift-giving is an important part of social interactions in China, oiling the wheels of a relationship system between friends, family and colleagues. Yet recent years have seen Western influence, digital platforms and rising wealth reshape the practice, creating new opportunities for brands in the process.

Whether driving Lamborghinis or splashing out at Louis Vuitton, the 20-something sons and daughters of China’s wealthiest business moguls are living the life. But as a nation in the midst of an anti-austerity drive, no one in China likes a show-off. Are the fu’erdai really as bad as their rep?

A new era of consumption, characterised by an abundance of choice, has redefined the Chinese customer’s attitude to retail. They now expect the same excellent service they receive online in the physical world. So how can brands entering China accommodate a subtle mix of tradition and innovation?

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?