Amid a global uptick in digital-first subcultures that channel Y2K aesthetics, Chinese youth are embracing the ‘bad’ taste associated with older, rural, and working-class people in the country. Beyond simply serving as a form of self-expression, what’s behind this tacky nostalgia trip?

Crocs has evolved from an unfashionable yet functional footwear brand to a major industry player that's a fixture in the high fashion and streetwear spaces. It has effectively become a lifestyle conglomerate as a fresh generation of consumers prioritizes comfort, individuality, and personalization.

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.

The Barbie hype has spurred a new era of hot pink products flooding shoppers' purchases. However, Chinese women are prompting many to rethink the choice to click 'buy' – with criticism levelled at the pink-induced shopping habits convincing women to part with their cash.