The Forbidden City has released its Chinese New Year campaign on e-commerce giant JD.com, with a brocade box giveaway as the focus. The museum is launching its cultural program into a digital space as young Chinese consumers look for modern and creative ways to celebrate their heritage.

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?

Apple has released a short film in celebration of the Year of the Rat, depicting the struggles of being a single mother in China. The spot highlights the cultural pressure that women often face to get married and explores the evolving meaning of family in the country.

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?