Evolving the now-mainstream concept of Guochao (meaning “national wave” or “China chic” – a patriotic movement celebrating Chinese culture and style), young consumers are seeking brand campaigns that move beyond generic Chinese tropes and motifs and delve into lesser-known traditions and crafts. The sweet spot is “proactively renewing traditional cultures”, says Stylus Advisory consultant and China specialist Erica Ng.

“China chic going overseas” is an emerging phrase on Chinese social media, says Ng, with consumers craving worldwide recognition of Chinese culture and success. Partly inspired by the international success of Chinese companies, such as ByteDance (owners of TikTok and Douyin), young people are ambitious to see their peers’ achievements as well as traditional values celebrated globally by brands.

Evolving “tang ping” (meaning “lying flat” – a social protest movement pushing back against  relentless work culture, deemed the Chinese precursor to “quiet quitting”), young consumers are responding to brand campaigns showing a healthier middle ground. Some of the best-received encourage dialling back (not quitting) and highlight a reconnection with nature and family for wellbeing and self-care.

With a “preference for immersive experiences” that are often technologically powered, says Effie Chen, business development lead at social commerce company Yaso, China’s “zero consumers” (omnichannel, brand-agnostic and loyalty-shy) require innovation-harnessing campaigns to impress and hold their attention. As they’re receptive to concepts involving artificial intelligence (AI) and augmented reality (AR), leveraging these cutting-edge technologies to create captivating and interactive experiences is likely to deliver.