Chinese Youth Reshape Work & Leisure: 4 Lifestyle Trends

Published 19 June 2023

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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.

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.