A survey has found that some Gen Z and Y affluent travellers in the APAC region intend on travelling close to home over the coming years. With national identities strengthening, this presents an opportunity to offer authentic luxury experiences that focus on local culture and values.

Historical and affordable locales are helping Chinese digital nomads lean into their interest in domestic travel. As people continue to explore flexible lifestyles and resist restrictive work-life balances, these local hubs give people the connection and agency they're looking for.

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?

After rising to international recognition, Guochao captured the attention of global brands. But many campaigns have fallen flat due to a lack of deep understanding of the concept. Canvas8 spoke to Xiaojing Huang, a renowned design strategist and trend expert, about the nuances of Guochao.