In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Against a backdrop of uncertainty, people are searching for new sources of control and stability. Where science and ancient wisdom have been conventionally pitted against one another, many are moving towards an integrated approach to authority that draws from the best of both worlds.

Many brands ride the ‘guochao’ wave, but few genuinely desire to give justice to China’s illustrious past. Homegrown jewellery house Qeelin shows how it’s done through collections inspired by folk heritage, curated retail experiences, and rare, culturally relevant, and universally appealing pieces.

Prada has launched its campaign for the Qixi Festival – also known as the Chinese Valentine’s Day – that transforms actor Li Xian into an AI boyfriend. Ditching generic gestures towards heritage for locally resonant messaging, the brand effectively positions itself as a true cultural insider.

As nationalistic pride soars in China, along with more disposable income, aspiration, and a need for novelty, people are hyper-tuned into traditional romantic festivals like 520 Day and the shopping that comes with it. International luxury brands want in, but can they compete with domestic ones?