Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.

Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.

China’s consumer market is accelerating in 2025, from Gen Z-led outbound travel and outdoor ad resurgence to digital-savvy seniors and luxury campaigns on OTT. Hainan’s wellness boom and shifting platform ROI mark a turning point.

Explore China’s fast-shifting market, from outbound travel and 618 shopping to lifestyle-led drinking and Gen Z trends, all through the lens of our upgraded China Travel Dashboard 3.0.

China’s 2025 consumers favour digital-first, emotional choices. Gen Z, women, and luxury shifts drive travel, spending, and lifestyle trends.

China’s 2025 market shifts: Mobile ad spend +18%, costs +22%. Xiaohongshu & Douyin drive outbound travel. Fragrance hits ¥32.87B. 1.89M outb

China’s 2025 Spring Festival, outbound travel +120%, luxury spending abroad 40% (Japan +120%). Douyin leads liquor sales, high-end baijiu 42

The 2025 Spring Festival offers brands a chance to engage Kuaishou’s 282M users. Xiaohongshu drives social commerce with 79% self-pleasure s

China’s gifting culture is evolving with platforms like WeChat's "送礼物" and Ele.me redefining traditions through digital innovation. In 2024,