Chinese fashion influencers are embracing the #roomtour and using it as an opportunity to expand their commercial scope beyond fashion to include lifestyle, home decor, and furniture. The approach is being welcomed by brands seeking to reach new audiences in the Chinese market.

Chinese Gen Zers are brand-savvy shoppers who have more access to product information than their predecessors. But how exactly is this consumer power affecting their beauty buying habits? What do they expect from cosmetics brands and how are their demands shaping the sector?

Why are Gen Zers lying down instead of going to work? What’s making older adults feel disenfranchised? And why are Gen Yers seeking out green relief in their everyday lives? Our China Cultural Snapshot explores the key behaviours shaping the nation in 2022.

Research has found that nostalgia can alleviate people’s perception of pain. As cultural memory shortens and identity becomes more nebulous, Gen Zers are confused about who they are. As such, they're turning to nostalgic familiarity as an anchor for their identity, as well as a source of comfort.