Chinese Youth Reshape Work & Leisure: 4 Lifestyle Trends

Published 19 June 2023

Author

2 min read

Chinese youngsters are adjusting their post-lockdown lifestyles. Job insecurity and inflation are promoting attentive budgeting, while outdoor enthusiasm is spurring camping vacations. Stylus shares key takeaways from Daxue Consulting’s 2023 trends compilation.

Published 19 June 2023

Author

Nienke Creemers

Key Stats

28%	In 2022, 28% of people in China born after 2000 lost interest in working for major corporations
35%	In 2022, 35% of people in China born after 2000 were less interested in living in a big city
74%	Chinese job seekers born after 2000 prioritise salary (74%), industry prospects (61%), growth opportunities (59%), and matching personal interests to their job (54%)
50%	In 2022, over 50% of the Chinese people viewed work not only as a means to earn money, but also a way to realise professional values, enhance capabilities, and broaden horizons
76.4%	In 2022, 76.4% of Chinese people born after 2000 were interested in becoming digital nomads in pursuit of a better work-life balance
57%	Of Chinese consumers, 57% increased their spending on national brands in 2022
56%	In 2022, 56% of Chinese consumers wanted brands to revitalise traditional cultural elements in their products
14.7%	In 2023, 14.7% of Chinese consumers said they are only buying products that are absolutely necessary, while 14.2% planned their spending carefully
86%	Of Chinese Gen Zers and millennials, 86% were interested in going camping in 2022
30%	Of Chinese Gen Zers and millennials, 30% considered outdoor sports as an ideal part of trips in 2022
88.1%	In 2022, Chinese people born after 2000 considered enriching experiences (88.1%) the most important aspect of travel, followed by relaxation (83%), broadening horizons (78%), and feeling refreshed (76%)
76.8%	In 2022, Chinese Gen Zers and millennials, 76.8% coin ‘returning to nature’ as the main reason they're interested in camping, followed by escaping business (67.7%), gathering with friends (52.8%) and taking good photos (27.9%)

Work Preferences: Post-lockdown, Chinese youngsters are prioritising work-life balance, echoing findings from our report, 10 Youth Trends to Watch 2023. In China, 28% of people born after 2000 – called post-00s and roughly equivalent to western Gen Z – don’t wish to work for major corporations. This cohort prioritises salary (74%), industry prospects (61%) and jobs that match their interests (54%). Additionally, 76.4% are looking to become digital nomads for better work-life balance (see Meet the Anywhere Citizens).

Culturally Conscious Spending: In 2022, 56% of Chinese consumers liked brands that incorporate traditional cultural elements. See local cosmetics label Timage, whose liubai make-up technique is inspired by traditional Chinese arts. Meanwhile, 57% spent more on national brands in 2022. Read The Brief for more.

Careful Budgeting: Financial uncertainty – fuelled by now-defunct zero-Covid policies and skyrocketing youth unemployment – compels many Chinese people to prioritise saving. Posts about consumption downgrade (reducing spending) are trending on social media network Xiaohongshu (akin to Instagram) and money-saving groups are proliferating on fellow platform Douban. Consequently, 14.7% of individuals are only buying necessities, while 14.2% budget their spending meticulously. See also Financial Wellness in the Inflation Era.

Adventurous Recreation: As explored in Gen Z Travel Trends, China’s youngsters are embracing outdoor leisure: 86% of Gen Zers and millennials are interested in going camping, and 30% consider outdoor sports key to a good trip. When it comes to reasons for travelling, 70% of Chinese people born after 1980 (corresponding to western millennials) want to ‘return to nature’, while 45% of post-00s want to ‘take good photos’.

See Meet Asia’s Gen Z for more.