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.

Giant explosions, fight scenes and a load of special effects aren't everyone's cup of tea – but people in China can’t get enough of Hollywood action movies. They may have flopped in the US, but films like Warcraft and Resident Evil have seen huge success in China.

American football is capturing a new generation of sports fans in China, with television audiences surging, and amateur and pro leagues cropping up nationwide. So what’s drawing people to this all-American sport? And how can it achieve the domestic popularity of soccer or basketball?

Low wages. Poor prospects. Constant pressure. Chinese youth are coping with their tough circumstances by adopting a bleak outlook on life known as sang. Manifested in memes, pop culture and self-deprecating consumerism, how can brands use this worldview to connect with struggling citizens?