In China, Gen Z are giving 'ugly cute' gifts during Valentine's Day, also known as Qixi Festival. With aesthetic fatigue growing and many looking to reject unrealistic social expectations, there are opportunities to offer quirky and unique products to connect with rule-defying gifters.

As young Chinese people feel less secure about China’s harsh working and living conditions and COVID-19 policies, they are leaning into the Guochao movement as a route of finding state-funded employers. But as frustrations grow and economic instability mounts, where will Gen Zers seek release?

A Pokemon toy offered for free alongside KFC meals has become a collectors' item in China, sparking a wave of social buying and second-hand selling. With fans willing to go to extreme lengths to secure viral products, brands are tapping into online trends to ensure they remain front-of-mind.

China may be returning to a state of ‘normality’ following COVID-19, but after spending months in lockdown, certain crisis-time consumer habits seem to be sticking around – one of the most visible being a mass shift to e-commerce. So, how do people want to browse and buy online post-pandemic?