We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Puma has launched a collection that merges Chinese heritage with sports in an attempt to appeal to Gen Z. As brand personality becomes increasingly important in the market, brands are exploring specific cultural and local niches – though authentic representation is essential.

Lululemon has named Chinese Formula 1 driver Zhou Guanyu as a brand ambassador for 2023. By partnering with an aspirational figure who resonates with local culture and heritage, the apparel brand is demonstrating how international companies can appeal to regional audiences.

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.

From putting off marriage to ‘lying flat’, Chinese young people are quietly rejecting their country’s rigid social norms, seeking out more mindful activities, and ‘do-gooding’ on behalf of society. How is their growing sense of individualism impacting how they buy luxury?