Gaokao, China’s university entrance exam, is a gruelling process, so Bilibili created a space for students to let loose and destress. The social platform's offline event highlights how brands can be attuned to their audiences and tap into their lives to create deeper connections.

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.

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?

The demand for more authentic online communities is surging in the wake of the pandemic. Soul, a Chinese social media app and ‘virtual social playground’, focuses on building emotional connections through immersive worlds, putting individual interests and personalities first.