There is a growing feeling of national pride in China – 87% of people believe their country is heading in the right direction. This sentiment is being championed by younger generations, and is being reflected in how they shop, with Chinese Gens Z and Y favouring home grown brands over foreign ones.

With Chinese Gen Yers and Zers inheriting considerable wealth from a rapidly expanding middle class, luxury fashion consumption is increasingly driven by streetwear instead of catwalks. Yet while global brands remain highly valued, why are young shoppers investing in local labels?

The lives of Chinese Gen Zers – digital natives who grew up amid prosperity – are vastly different from their parents’. Yet while they’re feeling empowered and connected to the world, they’ve not shunned tradition entirely. How are apps, games, and fashion labels reminding youth of their heritage?

Known as ‘Wang Hongs’, highly relatable internet stars in China now surpass bloggers when it comes to doing business with major brands. But the superficial nature of the lifestyles presented on social media can have a negative impact on the mental health of these influencers and their audiences.