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 RED user @Shiyi TCP identified a social buzz word "HuoRenGan" on social media mainly on RED. Adopting "HuoRenGan" attitude, Chinese netizens are reclaiming digital spaces for ‘real human’ expression, seeking for sincere, and genuine connections while rejecting AI perfection and ‘too fake’ personas. What is...
Chinese New Year represents a perfect opportunity to engage with consumers in China and deepen emotional and cultural connections. Douyin, as one of the leading domestic social media platforms with more than 766M MAU (Nov 2024), emerged as the main battleground for brands to compete...