Launched a decade ago, Singles’ Day has become the biggest sale of the year in China. As shopping preferences change – particularly among Gen Yers and Zers, who are increasingly adopting a digital-first approach – brands are adapting strategies to optimise their reach, impact, and profit margins.

Apple has released a short film in celebration of the Year of the Rat, depicting the struggles of being a single mother in China. The spot highlights the cultural pressure that women often face to get married and explores the evolving meaning of family in the country.

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.

Why are young people blending age-old herbal treatments with Western wellness? Who’s most likely to pay with digital yuan? And what challenges do ‘leftover women’ face? This Cultural Snapshot uses local stats and case studies to explore the behavioural norms shared by Chinese people in 2020.