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?

Chinese netizens are debating over the 'Kong Yiji mindset', which refers to university graduates who often look down on blue-collar work. The trend reveals Gen Z’s dilemma between stable, high-income jobs that cushion against global economic shocks or ditching the grind altogether.

Suffering from sleep deprivation and unhealthy diets, many young Chinese office workers are battling gastric problems such as heartburn and ulcers. While there’s an opportunity for brands to address gut health concerns, it’s also crucial to get to the root of the problem: a stressful work culture.

As a visual-first generation, people in their late teens and early twenties are developing new layers of visual culture to build community, express their individualism, and push back against the status quo. How is the fashion sector embracing post-ironic and meta-ironic behaviours for Gen Z?