Chinese Travellers

Influencers are one of the top sources of information and inspiration for Chinese outbound travelers. These are the five major trends travel brands should understand before launching or updating their influencer marketing strategies for China.

What happens when an English-Chinese language institute, comic book publisher, creative agency, and culture amplifier designs surfboards?

What do Linabell, Labubu, and Jellycat have in common? They’re not just toys — they’re the driving force behind China’s billion-yuan “Meng Economy.”

🐰 Why “cute” works in China: Amid rising pressure, young Chinese consumers seek comfort and nostalgia. Meng (萌, cute) culture offers emotional relief, making mascots and cute designs powerful marketing tools.

🧸 Mascots turned mega-brands: Disney’s Linabell, Pop Mart’s Labubu, and Jellycat plushies show how “cute” drives both sales and community. From blind boxes to emotional companions, Meng IPs are shaping China’s new consumption trends.

🐱When luxury gets playful: Unlike the West, where luxury = elegance and maturity, Chinese consumers embrace cuteness. Loewe x Studio Ghibli proved that craftsmanship + Meng can open doors to younger audiences.

🦊Meng goes online: Brands are expanding Meng into AR and the metaverse. Cute storytelling + immersive tech creates stronger emotional bonds and keeps young consumers engaged online and offline.

The “Meng Economy” in China is about offering emotional comfort, nostalgia, and community in a high-pressure society. From toys to luxury, Meng has become a billion-yuan strategy reshaping how brands connect with Chinese consumers.

Read more here: https://lnkd.in/gHPhs6An


#ChinaTrends #Mengculture #MarketingChina #DaxueConsulting #DaxueStories

Yogurt is the most attractive milk product in China, as 90% of Chinese people have allergic reactions to dairy products, yogurt breaks down a large portion of lactose during fermentation.

📈 China leads the global yogurt market: China’s yogurt market reached USD 27.44 billion as of July 2025, generating the most revenue globally; in China there are two distinct yogurt varieties: low-temperature and room-temperature yogurt.

🌡Low- vs. room-temperature yogurts: Room-temp yogurt still dominates, but its growth is slowing. Meanwhile, low-temp yogurt is booming with 11%+ growth, despite traditional beliefs about dairy being “too cold” for children and the elderly.

🇨🇳 Chinese yogurt brands dominate: Domestic brands are able to tailor products to local taste and dietary habits, such as offering flavors like red date, grain blends and aloe vera; the only foreign brand that made it to top 10 in China is Yakult.

🍦 Freshly made yogurt: A new challenger is rising: freshly made yogurt. Blueglass, dubbed “the Hermès of yogurt,” charges RMB 40 per cup, blending premium ingredients, wellness, and lifestyle branding, and it’s going viral online.

Read more here: https://lnkd.in/gZKJ9eyv


#YogurtChina #DairyproductChina #Yogurt #DaxueConsulting #DaxueStories

China’s second-hand luxury market emerges as a shift in consumer habits is happening, with China’s market expected to grow to USD 30 billion by 2025.

The new airport is designed to support the integrated development of the Yangtze River Delta.

The most dynamic segment in China’s luxury market today? Pre-loved goods.

Once considered taboo, second-hand luxury is gaining momentum in China. Gen Z and Millennials are driving this cultural shift, drawn by affordability, rarity, and even sustainability.

🛍 Attitudes are changing: Buying pre-loved luxury is no longer seen as “losing face.” Instead, it’s a way to showcase taste, find unique designs, and access higher craftsmanship at better prices.

💻 Platforms fuel the boom: Resale platforms like ZZER and Dewu have turned second-hand shopping into a fast-growing business, offering authenticated luxury goods at discounts of 20–50% and attracting both local and international buyers.

🤳Social media spreads the trend: With influencers and livestreams on Xiaohongshu and Douyin, second-hand luxury is becoming aspirational. Yet, it still makes up less than 5% of China’s total luxury market—leaving huge room for growth.

⚠️ Trust is the next frontier: Counterfeits, pricing inconsistencies, and a lack of regulations remain challenges. Platforms are introducing authentication-first models to win consumer trust and unlock further potential.

The second-hand luxury market in China is still in its early days, but with rising demand, strong digital platforms, and social media buzz, it could soon become a major growth driver for the luxury industry.

Read more here: https://lnkd.in/gxrdpYuR


#SecondHandLuxury #Luxurymarket #SustainableLuxury #Chinafashion #DaxueConsulting #DaxueStories

Introduction by: Peter Marshall This is not just another think-piece. It’s a do-list for every player in travel retail -  airport operators, duty-free

China has begun to release its insights regarding the travel market’s summer performance, covering July and the first week of August 2025.

China’s most valuable liquor maker, Kweichow Moutai, has posted its slowest half-year profit growth since 2015, as rising marketing expenses and mounting receivables signal intensifying pressure on the country’s high-end alcohol market.

It’s not about passenger volume, but the total built-up area constructed at once.

Celebrity content, offline events, and fan giveaways led engagement, with standout campaigns from AirAsia and Holiday Inn. Cruise videos under-performed on Weibo, showing the need for platform-specific strategies.

Young professionals across China take advantage of cheap flights, visa policies to regularly travel overseas.

Meng (cute) culture is not just targeted towards children, but also young adults for nostalgic purposes.

In the US, you may be seeing Labubu (or maybe a Lafufu) everywhere, especially among celebrities and attached to designer bags. But in China, it’s not just a status symbol.

New reporting out from CBNData and Douyin confirms that the Labubu takeover is real, and it’s here to stay. But what is it about that crazed-looking, fuzzy character that is so irresistible?

The report highlights 8 emotional archetypes driving purchasing decisions among (young) Chinese consumers:

✨ Self-healing - Young professionals seeking comfort
🔄 Inner rebuilding - Mothers pursuing self-improvement
⚡ Dopamine-seeking - Instant gratification hunters
🎭 "Crazy" release - Stress relief seekers
📸 Nostalgia - Sentimental value chasers
🏛️ Cultural pride - Heritage connection
🧘 Ultimate relaxation - Wellness prioritizers
🎯 Authenticity-seeking - Genuine experience lovers

What I also found particularly interesting beyond the Labubu headlines:

- 52.2% of users say micro-dramas are their emotional pressure release
- “Paying for happiness” is trending across all city tiers
- Emotions like 安全感 (safety) and 松弛感 (relaxed ease) now drive lifestyle choices

For many young consumers, emotional resonance now defines brand value MORE than functionality.

Understanding customer emotions isn't just marketing fluff—it's revenue strategy.

Your CRM should help you answer:
🔑 Which emotional archetype does each customer segment represent?
🔑 When are they most emotionally receptive to your messaging?
🔑 How do you nurture based on emotional needs, not just buying patterns?

Source: 2025 CBNData x Douyin report

#labubu #popmart #crm #chineseconsumers

Chinese nationals made up 690,000 of the 3.71 foreign tourists who made their way to Cambodia in the first seven months of 2025.

Training has expanded too rapidly, far exceeding the industry’s capacity to absorb it.

Tapestry, Ralph Lauren, and Birkenstock’s China financial results reveal a fundamental shift toward affordable luxury in Asia’s largest market.

After a relatively uneventful few years, Chinese supermarket innovation has shifted into high gear, with a lot of new innovations and angles for retails globally to learn from

Swiss watch company’s apology fails to quiet backlash over ‘slant-eye’ ad, sparks boycott calls amid sales slump.

Lancôme nailed this pop-up, while GIVENCHY... not so much 🙃 The past few days in Taiyuan (Shanxi province), I observed two pop-ups from global beauty brands - one consistently had a crowd, the other, never saw a soul stop

Lancôme took a page out of POP MART's book and rode the hot, hot heat wave of blind boxes - but it wasn't just the tactic that is clever

It's the customer journey they set up - not only does someone need to scan the QR code and follow/enter their basic info per usual, but they first need to add the WeCom account (WeChat enterprise) of a sales associate

This associate then automatically sends a warm message with a link to the mini program to enter your basic info and get a code for your blind box

On the other hand, GIVENCHY's pop-up asks users to take a photo in the display box, send a "heartfelt confession," and receive a 1mL trail spray. You can also go to the store counter and complete another task to get a customized leather fragrance tag 🏷️

Lancôme recognized that you only need to draw the attention of one or two people to stand by your booth and discover which gift they got to attract more people to line up - and once you've got a line going, the cycle feeds itself

The mechanics of blind boxes are just too irresistible (for now).

🚄 ICYMI: I'm currently visiting 30 cities in 60 days across China, mostly lower-tier cities focusing on trends in retail, beauty, health & wellness, and tourism. This is from day 41 in Taiyuan.

Catch up on insights from the first 3 weeks of my travels & stay tuned for the next one coming soon by subscribing to our newsletter here:
🔗 https://lnkd.in/g2XC28Ga

You can follow along on YouTube: (light on the insights, heavy on the vibes)
🎬 https://lnkd.in/gWEXfcSH

We humans are incredible at turning other people’s stories into perceived reality. You hear, “Chinese travelers don’t spend,” and suddenly your marketing decisions are built on whispers—not facts.

Australian racing and wagering operator Tabcorp has launched a new multilingual sports betting platform via its TAB App, allowing customers