Data suggests that people are increasingly drawn to niche brands and insider knowledge in China. This shift is an opportunity for intimate, taste-cultivating experiences that help people connect around cultural capital and appreciate stories and craftsmanship beyond flashy logos.

As Shanghai emerges from some of the toughest pandemic restrictions globally, its lucrative luxury shopping sector faces uncertain times and brands are having to rethink their strategies to attract shoppers. So, what new shopping trends are drawing luxury consumers to make a purchase?

Expected to open in 2024, sports brand ANTA has announced the world’s first FILA branded hotel – FILA HOUSE Shanghai. With luxury brands expected to deliver beyond their physical products, the amalgamation of athleisure and lifestyle is likely to resonate with young status seekers in China.

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.