Burberry has opened its first ‘social’ shopping store in China, integrating WeChat into how visitors interact with all aspects of the store. By introducing gamified elements into the brick-and-mortar shopping experience, luxury brands can pique the interest of young, experientially-minded shoppers.

With store closures, reduced custom, and an abundance of excess stock, the luxury industry is feeling the impact of the pandemic. Alibaba hopes that Luxury Soho, a platform to sell excess stock at discounted prices, will lure Chinese Gen Zers into post-COVID-19 spending.

Nike’s Chinese New Year campaign explores how traditions are transforming in modern-day China. With Gen Yers and Zers keen to uphold traditions but equally eager to embrace tech and innovation, the advert’s authentic and light-hearted approach looks to bridge the gap between old and new.

Why are young people blending age-old herbal treatments with Western wellness? Who’s most likely to pay with digital yuan? And what challenges do ‘leftover women’ face? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Chinese people in 2020.