WHEN PERSONAL TASTE BECOMES BUYING ADVICE Fashion influence in China is shifting from aspiration-led styling towards opinion-led product curation. More creators are using reviews, try-ons and styling analysis to turn personal taste into a practical decision-making tool, helping consumers determine what is genuinely worth buying. Fashion commentary...
Created by Douyin creator Feifeifei, AI-generated character Fang Taozi rose to fame through the relatable workplace stories and female growth narrative of the short drama The Laid-Off Girl. She has since evolved from a virtual protagonist into a new kind of AI celebrity with her...
Getting dressed is exhausting and this summer, Chinese consumers are saying so out loud. "Low-Energy Outfit" (低能量穿搭) has become one of the season's fastest-growing fashion trends, prioritizing comfort and ease over elaborate styling. Low-energy as a business signal, not a phase The trend reflects a broader cultural...
Cover Picture @Songmont A More Emotional Reading of the Horse Year 2026 marks the Year of the Horse in the Chinese zodiac: an animal rich in symbolism, often associated with ambition, success, and upward momentum. Among the twelve zodiac animals, the horse is also the one...
Cover picture @ASPIR China’s urban and educated youth is shifting from intense 996 working culture to a “slow living” (#slowliving 880M views on RED) ideology, as the economic slowdown pushes young consumers toward meaningful, rational spending, while big-city burnout and rising mental-health anxiety drive them to...
Cover Picture @COEX Starfield Library Christmas inKorea may not be as widely celebrated as in western countries, but that doesn’t mean it goes unnoticed. The concept of Christmas in Korea is primarily divided into two categories: as a couple’s celebration or as a religious holiday for...
After decades of impressive growth fueled by a burgeoning middle class, 2024 presents a challenging landscape for many companies operating in China. The economic slowdown, driven by a real estate crisis, has resulted in sluggish domestic consumer demand, making it more difficult for brands to...
PS2 Filter, an AI-empowered photo transformer, blows up on TikTok and is now rapidly spreading to Chinese social media. Different from the Image generators that rely on refined prompts with an unpredictable style, the filter’s visual imitates the Play Station 2 games and allows people to morph their images into NPC...
Amidst the excitement of 2024 Shanghai Fashion Week, the market has seen Luxury fashion brands flock back to stage their runway shows in China. Different from the repeat style of 2023 showcased by Dior, Kenzo, and Bottega Veneta, luxury brands are striving to engage more...
Remake fashion, referring to the re-creation of vintage or unwanted clothes, is a very distinctive and self-customized fashion style that becomes increasingly trendy among the fashionable youth. They have started to shift their mere pursuits for big-name, brand-new items to remake creations. The Chinese youngsters become...
As the new year of the dragon approaches, the cultural narrative of luxury brands in the Chinese market reach climax. Instead of superficially incorporating Chinese style into design and lacking spiritual and cultural resonance, this year, luxury brands are focusing on delving into local culture and...
RED, the Chinese content-sharing platform with over 100 million Active Daily Users (ADU), has long been a fertile ground for media creation and brand promotion. As to E-commerce, RED had only been exploring it on a limited scale. However, in 2022, RED accelerated the integration...
Best practice focus: Loewe @ Shanghai Strawberry Music Festival During the 2023 May Day holiday, from 30th April to 2nd May, Loewe surprisingly popped up at Shanghai Strawberry Music Festival with an eye-catching bamboo weaving castle to showcase its 2023 summer collection Paula's Ibiza. Photo: LOEWE Weibo...
After three years of strict Covid control in China, the FW23 Menswear Paris fashion week has finally witnessed an official return of Chinese fashion insiders and influencers. Brands such as Fengchen Wang, Sankuanz, Sean Suen, Ximon Lee, and Ziggy Chen were featured on the Men FW23...
After many years of popularity in the western world, Chinese guasha therapy is regaining attention in its own country, adopted by the trendy, self-conscious and mindful Chinese young women. For a long time, Chinese traditional therapy and spiritual healing used to be regarded as outdated and...