In China, disagreements about marriage are causing big problems between young women and their families – with the younger generation rejecting social pressure to tie the knot. In its Chinese New Year ad, SK-II strikes a reconciliatory tone and helps young women make peace with their parents.

Many people in China are opting for prepared meals rather than spending all day cooking for the celebratory dinner at Lunar New Year. It’s reflective of how people in China are open to combining traditions with modern technology – creating opportunities for brands to update old customs.

In China, the desire to be perceived as marriageable and successful has long driven men to adhere to a rigid (and largely unrealistic) model of masculinity – but societal shifts have sparked changes in attitudes. What does the ’modern man’ look like and what does he value in life?

Launched a decade ago, Singles’ Day has become the biggest sale of the year in China. As shopping preferences change – particularly among Gen Yers and Zers, who are increasingly adopting a digital-first approach – brands are adapting strategies to optimise their reach, impact, and profit margins.