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?

With the pandemic forcing people to spend closer to home and heightened geopolitical tensions shining a spotlight on national identity, it’s no surprise that local brands are thriving in China. But how exactly are companies playing up their heritage? And what does ‘made in China’ now imply?

A survey has shown that an increasing amount of Chinese HNWIs are planning trips to the Middle East, suggesting that Europe may be usurped as the ultimate luxury destination. The shift provides opportunities to cater to these new travel mindsets by tapping into wider trends among Chinese HNWIs.