Burberry’s history of celebrating British exploration and the outdoors has been reinterpreted by Derek Tsang for the brand’s Chinese New Year campaign film. With the pandemic still lingering in Asian countries, the brand’s campaign depicts a renewed sense of optimism after a turbulent 2020.

With lockdowns across Asia impacting the busiest period of travel, Lunar New Year celebrations are staying local in 2021. And while large meals are a traditional way to ring in the new year, hotel restaurants are delivering high-end dishes to the home as family gatherings remain risky.

Decades of domestic prosperity have seen Chinese citizens become coveted consumers the world over. But a new wind is blowing as young people move away from excessive materialism and towards a more conscious, minimalist approach. What’s driving this shift in shopping habits?

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?