BASE · Among Gen Z (15-29) | Response in % | Note: ↑ = significantly higher at 95% (agency t-test): across markets, than at least two of the other three; across waves, than at least one other wave; across generations, than at least one other generation. Same for all below
CROSS-MARKET · GEN ZCN = TARGET
Trust it more
CHINA
28
US
41 ↑
KOREA
26
JAPAN
16
Trust it less
CHINA
38
US
35
KOREA
45 ↑
JAPAN
46 ↑
No change
CHINA
35 ↑
US
24
KOREA
29
JAPAN
38 ↑
Raw data table
China
US
Korea
Japan
Trust it more
28
41 ↑
26
16
Trust it less
38
35
45 ↑
46 ↑
No change
35 ↑
24
29
38 ↑
Observations
China Gen Z are split almost evenly: 28% trust social media more, 38% trust it less and 35% ↑ see no change. That is the most even split of the four markets.
"No change" is significantly higher in China than in the US (24%) or Korea (29%). Chinese Gen Z's views of social media appear steadier.
At 28%, China's "trust it more" is well below the US (41% ↑) but above Japan (16%). China sits in the middle of the four markets.
Distrust in China (38%) is lower than in Korea (45% ↑) and Japan (46% ↑). Fewer Chinese Gen Z say they trust social media less.
Q.02
Top Non-Negotiables Amid Rising Prices
What’s the one thing you still won’t compromise on, even if prices rise?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Fashion
CHINA
8
US
10
KOREA
12 ↑
JAPAN
6
Beauty
CHINA
12 ↑
US
7
KOREA
10
JAPAN
8
Food
CHINA
34
US
34
KOREA
27
JAPAN
38
Tech / gadgets
CHINA
13 ↑
US
9
KOREA
6
JAPAN
7
Experiences (travel, concerts, etc.)
CHINA
8
US
10
KOREA
14 ↑
JAPAN
21 ↑
Healthcare
CHINA
17
US
20 ↑
KOREA
14
JAPAN
15
Alcohol
CHINA
7
US
10
KOREA
17 ↑
JAPAN
4
Raw data table
China
US
Korea
Japan
Fashion
8
10
12 ↑
6
Beauty
12 ↑
7
10
8
Food
34
34
27
38
Tech / gadgets
13 ↑
9
6
7
Experiences (travel, concerts, etc.)
8
10
14 ↑
21 ↑
Healthcare
17
20 ↑
14
15
Alcohol
7
10
17 ↑
4
Observations
Beauty is a non-negotiable for 12% ↑ in China, 5pp above the US (7%) and the highest of the four markets.
Food is the top non-negotiable in China at 34%, level with the US and below Japan (38%). Food comes first for Gen Z in every market.
Tech and gadgets are at 13% in China, the highest of the four markets. For Chinese Gen Z, devices rank below healthcare (17%).
Experiences are lower in China at 8%, less than half of Japan's 21% ↑. Chinese Gen Z are less likely to protect spending on experiences.
China sits in the middle on healthcare (17%) and alcohol (7%). The US leads on healthcare (20% ↑) and Korea leads on alcohol (17% ↑).
Q.03
Responses to Rising Prices
When prices go up, what do you do?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Cut back on non-essentials
CHINA
36 ↑
US
28
KOREA
26
JAPAN
31
Look for cheaper alternatives
CHINA
13
US
32
KOREA
37
JAPAN
35
Buy less overall
CHINA
19
US
24
KOREA
27 ↑
JAPAN
20
No change
CHINA
32 ↑
US
16
KOREA
10
JAPAN
14
Raw data table
China
US
Korea
Japan
Cut back on non-essentials
36 ↑
28
26
31
Look for cheaper alternatives
13
32
37
35
Buy less overall
19
24
27 ↑
20
No change
32 ↑
16
10
14
Observations
Chinese Gen Z change their behavior least under price pressure: 32% ↑ report no change. That is double the US (16%) and triple Korea (10%).
Cutting non-essentials is the top response in China at 36% ↑. Chinese Gen Z prefer to drop low-priority spending rather than switch to cheaper options.
Only 13% of Chinese Gen Z look for cheaper alternatives, far below the US (32%), Korea (37%) and Japan (35%). Trading down is not the usual response.
"Buy less overall" is at 19% in China, below the US (24%) and Korea (27% ↑). Fewer Chinese Gen Z buy less overall than report no change.
Q.04
Emotional Responses to Economic Tensions
Global conflicts and economic tensions make you feel (such as tariff, trade talks)…
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Anxious
CHINA
8
US
26
KOREA
27
JAPAN
36 ↑
Motivated to stay informed
CHINA
52 ↑
US
37
KOREA
40
JAPAN
33
Numb – it’s too much
CHINA
11
US
12
KOREA
16 ↑
JAPAN
14
Indifferent – doesn’t affect me much
CHINA
29 ↑
US
25 ↑
KOREA
17
JAPAN
16
Raw data table
China
US
Korea
Japan
Anxious
8
26
27
36 ↑
Motivated to stay informed
52 ↑
37
40
33
Numb – it’s too much
11
12
16 ↑
14
Indifferent – doesn’t affect me much
29 ↑
25 ↑
17
16
Observations
Only 8% of Chinese Gen Z feel anxious about global conflicts and trade tensions. That is far below the US (26%), Korea (27%) and Japan (36% ↑).
"Motivated to stay informed" reaches 52% ↑ in China, the highest of the four markets and 15pp above the US. Chinese Gen Z follow events but are not unsettled by them.
Indifference is high at 29% ↑, with the US next at 25% ↑. Many Chinese Gen Z say these tensions don't affect them much.
Numbness is at 11% in China, the lowest of the four markets. Emotional fatigue is lower than in Korea (16%) or Japan (14%).
Q.05
#1 Financial Priority
What’s your #1 financial priority right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Saving
CHINA
33
US
32
KOREA
33
JAPAN
34
Paying off debt
CHINA
3
US
9 ↑
KOREA
6
JAPAN
6
Investing
CHINA
14
US
16
KOREA
24 ↑
JAPAN
15
Spending on things that bring joy
CHINA
40 ↑
US
18
KOREA
25
JAPAN
33 ↑
Supporting family
CHINA
9
US
25 ↑
KOREA
12
JAPAN
12
Raw data table
China
US
Korea
Japan
Saving
33
32
33
34
Paying off debt
3
9 ↑
6
6
Investing
14
16
24 ↑
15
Spending on things that bring joy
40 ↑
18
25
33 ↑
Supporting family
9
25 ↑
12
12
Observations
Spending on joy is the top priority for Chinese Gen Z at 40% ↑, more than double the US (18%). This is the largest gap on any priority.
Saving is at 33% in China, much the same as in the other markets (32 to 34%).
Debt payoff is low at 3%, a third of the US level (9%). It is the lowest of the four markets.
Supporting family is at only 9% in China, against 25% ↑ in the US. That is a 16pp gap.
Investing is at 14% in China, well below Korea (24% ↑). Chinese Gen Z are less focused on building wealth through markets.
Q.06
What Feels Like Luxury
What feels like luxury to you these days?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Eating out
CHINA
6
US
16 ↑
KOREA
10
JAPAN
16 ↑
Traveling
CHINA
14
US
19
KOREA
22
JAPAN
34 ↑
Time off
CHINA
9
US
13
KOREA
10
JAPAN
12
Having no financial anxiety
CHINA
27 ↑
US
27 ↑
KOREA
15
JAPAN
20
High-quality basics (clothes, skincare, tech)
CHINA
44 ↑
US
25
KOREA
43 ↑
JAPAN
19
Raw data table
China
US
Korea
Japan
Eating out
6
16 ↑
10
16 ↑
Traveling
14
19
22
34 ↑
Time off
9
13
10
12
Having no financial anxiety
27 ↑
27 ↑
15
20
High-quality basics (clothes, skincare, tech)
44 ↑
25
43 ↑
19
Observations
High-quality basics are the top answer for luxury in China at 44% ↑. That is close to Korea (43% ↑) and well above Japan (19%).
Financial peace of mind is at 27% ↑ in China, level with the US and 12pp above Korea (15%). Many feel financial security is hard to come by.
Travel as luxury is modest in China at 14%, less than half Japan's level (34% ↑). It is the lowest of the four markets.
Eating out as luxury is lowest in China at 6%, against 16% ↑ in the US. Few Chinese Gen Z name eating out as a luxury.
Q.07
Sentiment About Financial Future
How optimistic are you about your financial future?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Very optimistic
CHINA
38 ↑
US
39 ↑
KOREA
20
JAPAN
12
Cautiously hopeful
CHINA
24
US
29
KOREA
27
JAPAN
35 ↑
Neutral
CHINA
33 ↑
US
22
KOREA
33 ↑
JAPAN
26
Pessimistic
CHINA
5
US
10
KOREA
20 ↑
JAPAN
26 ↑
Raw data table
China
US
Korea
Japan
Very optimistic
38 ↑
39 ↑
20
12
Cautiously hopeful
24
29
27
35 ↑
Neutral
33 ↑
22
33 ↑
26
Pessimistic
5
10
20 ↑
26 ↑
Observations
"Very optimistic" is at 38% ↑ in China, close to the US (39% ↑) and triple Japan (12%).
Pessimism is lowest in China at 5%. That is 21pp below Japan (26% ↑) and 15pp below Korea (20% ↑).
Cautious hopefulness is fairly low in China at 24%. Chinese Gen Z tend to be either optimistic or neutral rather than in between.
Neutral sentiment is at 33%, which balances the high optimism. Confidence is strong in one group rather than shared by all.
Q.08
What's Most Important in a Job
What’s most important in a job today for you?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Stability & benefits
CHINA
28
US
29
KOREA
30
JAPAN
28
Flexibility & freedom
CHINA
24
US
21
KOREA
20
JAPAN
26 ↑
Mission & purpose
CHINA
10
US
20 ↑
KOREA
10
JAPAN
14
Salary & growth potential
CHINA
38 ↑
US
31
KOREA
39 ↑
JAPAN
32
Raw data table
China
US
Korea
Japan
Stability & benefits
28
29
30
28
Flexibility & freedom
24
21
20
26 ↑
Mission & purpose
10
20 ↑
10
14
Salary & growth potential
38 ↑
31
39 ↑
32
Observations
Salary and growth lead in China at 38% ↑, close to Korea (39% ↑) and 6 to 7pp above the US and Japan. Chinese Gen Z take a practical view of work.
Stability and benefits are similar in all markets at 28 to 30%.
Mission and purpose are at just 10% in China, half the US level (20% ↑). This is a clear gap between the Asian markets and the US.
Flexibility and freedom are at 24% in China, in the middle of the range and slightly below Japan (26% ↑).
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19
US
17
KOREA
19
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Raw data table
China
US
Korea
Japan
They are changing body standards
17 ↑
15
12
10
They are mainly a health solution
19
17
19
14
They create unhealthy pressure to be skinny
20
24
25
22
They don’t really affect society
9
10
10
8
The perspective that skinny is more beautiful is back
8
18 ↑
13
10
Not familiar enough to say
27 ↑
17
20
35 ↑
Observations
Unfamiliarity is high in China at 27% ↑, second only to Japan (35% ↑). More than a quarter of Chinese Gen Z are not familiar enough to give a view.
More Chinese Gen Z than in other markets see GLP-1 as changing body standards (17% ↑). 19% see it as a health solution, level with Korea.
The view that skinny is more beautiful again is lowest in China at 8%, against 18% ↑ in the US. Fewer Chinese Gen Z see a return of thinness ideals.
The view that GLP-1s create unhealthy pressure to be skinny is at 20% in China, the lowest of the four markets (22 to 25% elsewhere).
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such Bitcoin, Ethereum, etc.)?
The most common view in China is optimistic opportunism at 21% ↑. That is the highest of the four markets and more than double Japan (9%).
Familiarity is a barrier: 19% ↑ of Chinese Gen Z say they can't say. Only Japan is higher (28% ↑).
"People truly believe in alternative finance" is at 10% in China, lower than the US (14% ↑). Fewer Chinese Gen Z give this as the reason people turn to it.
Social media influence is only 11% in China, against 18% ↑ in the US. Fewer Chinese Gen Z see peers or social media as the reason.
Higher returns for higher risk is at 17% in China, far behind Korea (30% ↑). Fewer Chinese Gen Z give this as the reason people turn to alternative finance.
Q.11
Biggest Long-Term Threat to Humanity
What do you think poses the biggest long-term threat to humanity?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Climate and environmental collapse
CHINA
24
US
19
KOREA
21
JAPAN
21
War or geopolitical conflict
CHINA
24
US
22
KOREA
17
JAPAN
28 ↑
Technology or AI risks
CHINA
14
US
18
KOREA
21
JAPAN
17
Economic system failure
CHINA
13
US
13
KOREA
21 ↑
JAPAN
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CHINA
18
US
21 ↑
KOREA
16
JAPAN
13
I don’t believe there is a major threat
CHINA
7
US
8
KOREA
4
JAPAN
7
Raw data table
China
US
Korea
Japan
Climate and environmental collapse
24
19
21
21
War or geopolitical conflict
24
22
17
28 ↑
Technology or AI risks
14
18
21
17
Economic system failure
13
13
21 ↑
14
Individuals who abuse their power (political, wealth, or technological, etc.)
18
21 ↑
16
13
I don’t believe there is a major threat
7
8
4
7
Observations
Climate collapse is joint top threat in China at 24%, level with war (24%). Chinese Gen Z worry about both the environment and conflict.
Power abuse is at 18% in China, below the US (21% ↑) but still a sizable share.
AI risk is only 14% in China, the lowest of the four markets and well below Korea (21%). Chinese Gen Z worry less about AI as a threat.
Economic system failure is at 13% in China, 8pp below Korea (21% ↑). It is level with the US (13%).
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18 ↑
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25 ↑
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9 ↑
KOREA
12 ↑
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13
US
7
KOREA
16
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
I welcome it – the society needs views like this to be more balanced
22 ↑
18 ↑
7
12
They provide useful guidance
28 ↑
25 ↑
18
17
Some are positive, some are harmful
31
35
43 ↑
39
They promote unhealthy values
5
9 ↑
12 ↑
6
I avoid this kind of content
1
5
5
5
Not familiar with it
13
7
16
23 ↑
Observations
Chinese Gen Z are the most open to this content: 22% ↑ welcome these views as a balancing voice. That is triple Korea (7%).
Useful guidance is at 28% ↑ in China, the highest of the four markets. Many see this content in practical terms.
The mixed view, "Some are positive, some are harmful", is the largest group at 31%. It is still lower than Korea's 43% ↑.
Criticism is low: only 5% call it unhealthy and 1% avoid it, the lowest of all markets. There is little pushback against this content.
Unfamiliarity is at 13%, below Japan (23% ↑), but it still marks a sizable group who are not familiar with this content.
Q.13
Experience of Being Single
Which best reflects how people your age experience being single today?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
More freedom and independence
CHINA
34 ↑
US
29
KOREA
34
JAPAN
27
Emotional needs are harder to meet
CHINA
11
US
16 ↑
KOREA
12
JAPAN
9
Less social pressure than before
CHINA
12
US
8
KOREA
14
JAPAN
12
More loneliness
CHINA
6
US
13
KOREA
11
JAPAN
13
A normal way of living – no better or worse than having a spouse
CHINA
28
US
26
KOREA
22
JAPAN
24
I’m not sure
CHINA
9
US
8
KOREA
7
JAPAN
13 ↑
Raw data table
China
US
Korea
Japan
More freedom and independence
34 ↑
29
34
27
Emotional needs are harder to meet
11
16 ↑
12
9
Less social pressure than before
12
8
14
12
More loneliness
6
13
11
13
A normal way of living – no better or worse than having a spouse
28
26
22
24
I’m not sure
9
8
7
13 ↑
Observations
"More freedom and independence" leads in China at 34% ↑, level with Korea and 5 to 7pp above the US and Japan. Many Chinese Gen Z see being single positively.
Seeing being single as a normal way of living is at 28% in China, the highest of the four markets.
Loneliness is lowest in China at 6%, less than half of Japan (13%) or the US (13%). Fewer Chinese Gen Z link being single with loneliness.
Emotional difficulty is at 11% in China, close to Korea (12%) but below the US (16% ↑).
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Create more jobs than it replaces
CHINA
19
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24
KOREA
35 ↑
JAPAN
26
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Create more jobs than it replaces
19
23 ↑
16
15
Replace many existing jobs
14
24
35 ↑
26
Change how most jobs are done
31 ↑
25
25
21
Mostly affect certain industries only
21
19
16
21
Still too early to tell
14 ↑
9
8
16 ↑
Observations
"Change how most jobs are done" leads in China at 31% ↑, above the US (25%), Korea (25%) and Japan (21%). Chinese Gen Z expect AI to change jobs more than replace them.
Only 14% of Chinese Gen Z expect AI to replace jobs. That is the lowest of the four markets and less than half the Korean level (35% ↑).
"Still too early to tell" is at 14% ↑ in China, a measured view shared only by Japan (16% ↑).
The view that AI will create jobs overall is at 19% in China, below the US (23% ↑). Both are more positive than Korea (16%) and Japan (15%).
Q.15
Views of Ultra-Rich Individuals
Which statement comes closest to your view of ultra-rich individuals?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
They deserve their wealth
CHINA
17
US
19
KOREA
21
JAPAN
14
They should contribute more to society
CHINA
31
US
38 ↑
KOREA
28
JAPAN
29
Their wealth is a sign of system imbalance
CHINA
17
US
18
KOREA
17
JAPAN
16
Their wealth is a result of innovation
CHINA
21
US
16
KOREA
19
JAPAN
17
I don’t have strong feelings
CHINA
14
US
9
KOREA
15
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
They deserve their wealth
17
19
21
14
They should contribute more to society
31
38 ↑
28
29
Their wealth is a sign of system imbalance
17
18
17
16
Their wealth is a result of innovation
21
16
19
17
I don’t have strong feelings
14
9
15
23 ↑
Observations
"Their wealth is a result of innovation" is at 21% in China, 5pp above the US. It is the highest of the four markets.
"They should contribute more to society" is the top view in China at 31%, but it is 7pp below the US (38% ↑).
Indifference is at 14%, similar to Korea (15%) and below Japan (23% ↑).
The view that their wealth is a sign of system imbalance is similar in all four markets at 16 to 18%.
Q.16
Global Institutions Focus
What should global institutions focus on most right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Human wellbeing and basic needs
CHINA
15
US
28 ↑
KOREA
16
JAPAN
11
Economic stability and growth
CHINA
30
US
28
KOREA
31
JAPAN
29
Climate and environmental protection
CHINA
20
US
19
KOREA
21
JAPAN
13
Peace and conflict prevention
CHINA
28
US
21
KOREA
26
JAPAN
36 ↑
I don’t trust global institutions
CHINA
7
US
4
KOREA
6
JAPAN
12 ↑
Raw data table
China
US
Korea
Japan
Human wellbeing and basic needs
15
28 ↑
16
11
Economic stability and growth
30
28
31
29
Climate and environmental protection
20
19
21
13
Peace and conflict prevention
28
21
26
36 ↑
I don’t trust global institutions
7
4
6
12 ↑
Observations
Economic stability leads in China at 30%, close to Korea (31%) and Japan (29%). This is a practical priority.
Peace and conflict prevention is high in China at 28%, but below Japan (36% ↑), the highest of the four markets.
Climate protection is at 20% in China, above Japan (13%) and close to Korea (21%).
Human wellbeing ranks fairly low in China at 15%, against 28% ↑ in the US. Chinese Gen Z put less weight on humanitarian goals.
Distrust in global institutions is 7% in China, lower than Japan's 12%.
Q.17
What Will Define Global Pop Culture
What will most define global pop culture in the next few years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CHINA
12
US
28 ↑
KOREA
21
JAPAN
17
AI-created and AI-assisted content (music, visuals, stories)
CHINA
32 ↑
US
20
KOREA
28 ↑
JAPAN
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CHINA
17 ↑
US
9
KOREA
7
JAPAN
6
Streaming entertainment (film, TV, K-content, global series)
CHINA
10
US
17
KOREA
21 ↑
JAPAN
16
Musica scenes and fan communities
CHINA
4
US
7
KOREA
8
JAPAN
14 ↑
Fashion, design, and visual aesthetics
CHINA
11 ↑
US
11
KOREA
8
JAPAN
7
I don’t have a strong opinion on this
CHINA
14 ↑
US
9
KOREA
7
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12
28 ↑
21
17
AI-created and AI-assisted content (music, visuals, stories)
32 ↑
20
28 ↑
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
17 ↑
9
7
6
Streaming entertainment (film, TV, K-content, global series)
10
17
21 ↑
16
Musica scenes and fan communities
4
7
8
14 ↑
Fashion, design, and visual aesthetics
11 ↑
11
8
7
I don’t have a strong opinion on this
14 ↑
9
7
16 ↑
Observations
AI-created content is the top answer in China at 32% ↑, well above the US (20%). It is the highest of the four markets.
Interactive digital worlds reach 17% ↑ in China, nearly double the US (9%) and more than double Korea (7%) or Japan (6%). This answer is far more popular in China.
Creator-led platforms are at 12%, 16pp below the US (28% ↑). It is the lowest of the four markets.
Streaming entertainment is just 10% in China, half Korea's level (21% ↑).
Having no strong opinion is at 14% ↑, a sizable undecided group similar to Japan (16% ↑).
Q.18
Job Market Advantage
In today's job market, what can give people the greatest advantage?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Having the right degree / diploma
CHINA
8
US
13
KOREA
12
JAPAN
14
Having strong, up-to-date skills
CHINA
20
US
25 ↑
KOREA
18
JAPAN
22
Having the right connections
CHINA
22 ↑
US
20 ↑
KOREA
12
JAPAN
16
Having proven experience
CHINA
18
US
20
KOREA
23
JAPAN
20
Knowing how to embrace AI at work
CHINA
21 ↑
US
11
KOREA
20 ↑
JAPAN
11
It depends on the field
CHINA
9
US
11
KOREA
15 ↑
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Having the right degree / diploma
8
13
12
14
Having strong, up-to-date skills
20
25 ↑
18
22
Having the right connections
22 ↑
20 ↑
12
16
Having proven experience
18
20
23
20
Knowing how to embrace AI at work
21 ↑
11
20 ↑
11
It depends on the field
9
11
15 ↑
16 ↑
Observations
Connections top the list in China at 22% ↑, just above the US (20% ↑) and well above Korea (12%).
Embracing AI reaches 21% ↑ in China, nearly double the US (11%) and Japan (11%). Chinese Gen Z see knowing how to use AI at work as a key advantage.
Proven experience (18%) and up-to-date skills (20%) in China are below the US (20% and 25% ↑).
The right degree is lowest in China at 8%, against 14% in Japan. Chinese Gen Z put the least weight on qualifications.
Section
Values and Mindsets
China
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Stability vs. new excitement Stability is more important than new excitement for me
24W1
78 ↑
24W2
77 ↑
25W1
70
25W2
70
0
Risk-taking I’d rather take a risk than missing out on a good opportunity
24W1
69 ↑
24W2
67
25W1
63
25W2
70 ↑
▲ 7
Wellbeing I actively care for my mental and emotional health
24W1
87 ↑
24W2
88 ↑
25W1
82
25W2
93 ↑
▲ 11
Material stability It’s my first priority to maintain material stability in my life
24W1
80 ↑
24W2
81 ↑
25W1
74
25W2
84 ↑
▲ 10
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
24W1
84 ↑
24W2
87 ↑
25W1
79
25W2
88 ↑
▲ 9
Relationship I actively build meaningful, supportive relationships
24W1
81
24W2
82
25W1
79
25W2
89 ↑
▲ 10
Fit in I prefer to fit in (rather than stand out)
24W1
66 ↑
24W2
62
25W1
63
25W2
59
▼ 4
Authenticity I strive to be true to myself, embracing both strengths and flaws
24W1
82
24W2
87 ↑
25W1
80
25W2
93 ↑
▲ 13
Fulfilling work I get personal satisfaction from my job / school work
24W1
81 ↑
24W2
83 ↑
25W1
75
25W2
88 ↑
▲ 13
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
24W1
82
24W2
84 ↑
25W1
78
25W2
85 ↑
▲ 7
Ambition I am focused on success and actively pursue success in my personal and professional life
24W1
80 ↑
24W2
78
25W1
74
25W2
84 ↑
▲ 10
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
24W1
70 ↑
24W2
70 ↑
25W1
60
25W2
65
▲ 5
Success I set small goals for myself, instead of pursuing grand success defined by social norms
24W1
76
24W2
76
25W1
75
25W2
82 ↑
▲ 7
Curiosity I believe curiosity is critical to continue to grow as a person
24W1
82 ↑
24W2
87 ↑
25W1
78
25W2
90 ↑
▲ 12
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
24W1
80 ↑
24W2
78 ↑
25W1
73
25W2
81 ↑
▲ 8
Fun Having fun is the most important aspect of life – live in the moment
24W1
80
24W2
84 ↑
25W1
78
25W2
92 ↑
▲ 14
New excitement I constantly seek activities or things that’ll bring new excitement to my life
24W1
80
24W2
82 ↑
25W1
77
25W2
87 ↑
▲ 10
Outdoor I try to get outdoors as much as possible
24W1
79
24W2
83 ↑
25W1
77
25W2
88 ↑
▲ 11
Looking good It’s important for me to look attractive and appealing
24W1
78 ↑
24W2
76
25W1
73
25W2
84 ↑
▲ 11
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
24W1
68
24W2
71
25W1
69
25W2
73 ↑
▲ 4
Raw data table
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
78 ↑
77 ↑
70
70
Risk-taking I’d rather take a risk than missing out on a good opportunity
69 ↑
67
63
70 ↑
Wellbeing I actively care for my mental and emotional health
87 ↑
88 ↑
82
93 ↑
Material stability It’s my first priority to maintain material stability in my life
80 ↑
81 ↑
74
84 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
84 ↑
87 ↑
79
88 ↑
Relationship I actively build meaningful, supportive relationships
81
82
79
89 ↑
Fit in I prefer to fit in (rather than stand out)
66 ↑
62
63
59
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
82
87 ↑
80
93 ↑
Fulfilling work I get personal satisfaction from my job / school work
81 ↑
83 ↑
75
88 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
82
84 ↑
78
85 ↑
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
80 ↑
78
74
84 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
70 ↑
70 ↑
60
65
Success I set small goals for myself, instead of pursuing grand success defined by social norms
76
76
75
82 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
82 ↑
87 ↑
78
90 ↑
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
80 ↑
78 ↑
73
81 ↑
Fun Having fun is the most important aspect of life – live in the moment
80
84 ↑
78
92 ↑
New excitement I constantly seek activities or things that’ll bring new excitement to my life
80
82 ↑
77
87 ↑
Outdoor I try to get outdoors as much as possible
79
83 ↑
77
88 ↑
Looking good It’s important for me to look attractive and appealing
78 ↑
76
73
84 ↑
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
68
71
69
73 ↑
Observations
Wellbeing is joint highest at 93% ↑ in 25W2, level with authenticity and up 11pp from 25W1. No value statement scores higher in any market.
Authenticity (93% ↑), curiosity (90% ↑) and fun (92% ↑) all reach new highs. They rise by +13, +12 and +14pp from 25W1.
Lying flat is at 65% in 25W2, up from 60% in 25W1 but below 70% ↑ in 24W1 and 24W2. It is one of the few items that has not fully recovered.
"Fit in" is the lowest score at 59%, down from 66% ↑ in 24W1, while belonging is at 88% ↑. Wanting to belong is much higher than wanting to fit in.
Material stability (84% ↑) and belonging (88% ↑) rise together with fun and new excitement (87% ↑). Chinese Gen Z want both security and new experiences.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Having autonomy and doing things that I enjoy in work or life
24W1
-
24W2
35
25W1
35
25W2
43 ↑
▲ 8
Self-reliance or independence
24W1
-
24W2
44
25W1
39
25W2
41
▲ 2
Constant personal growths, in work or life (new skills, better overall condition)
24W1
-
24W2
37
25W1
32
25W2
38 ↑
▲ 6
Being happy with who I am
24W1
-
24W2
40
25W1
37
25W2
38
▲ 1
Achieving personal fulfillment from work / school
24W1
-
24W2
34
25W1
36
25W2
33
▼ 3
Achieving tangible, measurable goals
24W1
-
24W2
29
25W1
33
25W2
33
0
Building strong relationships, creating community
24W1
-
24W2
29
25W1
32 ↑
25W2
27
▼ 5
Making a positive impact in the world
24W1
-
24W2
31 ↑
25W1
28
25W2
25
▼ 3
Achieving happiness despite things don’t always go the way I want
24W1
-
24W2
22
25W1
27 ↑
25W2
23
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Having autonomy and doing things that I enjoy in work or life
-
35
35
43 ↑
Self-reliance or independence
-
44
39
41
Constant personal growths, in work or life (new skills, better overall condition)
-
37
32
38 ↑
Being happy with who I am
-
40
37
38
Achieving personal fulfillment from work / school
-
34
36
33
Achieving tangible, measurable goals
-
29
33
33
Building strong relationships, creating community
-
29
32 ↑
27
Making a positive impact in the world
-
31 ↑
28
25
Achieving happiness despite things don’t always go the way I want
-
22
27 ↑
23
Observations
Autonomy is the fastest-growing definition of success at 43% ↑ in 25W2, up 8pp from 25W1.
Personal growth reaches 38% ↑, up 6pp. Self-directed progress remains a central way of defining success.
External impact ("Making a positive impact in the world") falls to 25% from a 24W2 high of 31% ↑. Changing the world matters less as a measure of personal success.
Self-reliance is at 41% and happiness-with-self at 38%. Both are among the top four definitions of success.
Community-building falls to 27% from 32% ↑ at 25W1, in line with the shift towards personal goals.
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
AI/future technologies
24W1
28
24W2
29
25W1
27
25W2
34 ↑
▲ 7
Work/life balance
24W1
25
24W2
22
25W1
23
25W2
30 ↑
▲ 7
Latest cultural, fashion trends
24W1
27
24W2
23
25W1
26
25W2
30 ↑
▲ 4
Healthy, active lifestyle
24W1
25
24W2
22
25W1
23
25W2
26
▲ 3
International events
24W1
17
24W2
18
25W1
15
25W2
23 ↑
▲ 8
Embracing outdoors and nature (camping, backpacking, watersports, snow sports, etc.)
Traditional culture and arts (e.g. TCM, martial arts, Peking opera, Mahjong)
32 ↑
29
26
28
Chinese philosophical values, perspectives and wisdom
24
25
22
27
Diverse food culture
31 ↑
23
25
25
Innovation of Chinese brands
23
23
24
24
Political, economic and military strength
20
24 ↑
18
24 ↑
Chinese aesthetics (color, traditional clothes / HanFu)
25
24
22
23
Chinese language
25 ↑
20
25 ↑
19
Culture & ethnic diversity
19
18
23 ↑
18
Delicate traditional craftmanship
20
22 ↑
22 ↑
17
Chinese artistic creation
21 ↑
18
26 ↑
16
Chinese fashion designers, such as Shushu Tong
16
17
18
16
Sports that Chinese athletes excel, e.g. Ping pong, gymnastics
20 ↑
20 ↑
21 ↑
14
Contemporary culture exports
20 ↑
17
19 ↑
13
Chinese brands going overseas
15
14
12
13
Policies and initiatives for a better planet
15 ↑
15 ↑
12
11
Observations
Technology and manufacturing power rises to 38% ↑, up 14pp from 25W1. It is now joint top source of pride.
Historical depth (38% ↑) and civilization relics (33% ↑) also reach highs. Pride rests on both history and modern technology.
Traditional culture (28%), Chinese aesthetics (23%) and Chinese art creation (16%) sit below their earlier peaks. Pride in cultural traditions and arts is softer than before.
Food culture falls to 25% from a 24W1 peak of 31% ↑, as pride in history and civilization grows.
Sports pride falls to 14% from 21% ↑ at 25W1, and contemporary culture exports fall to 13%. Pride in sport and cultural exports is weakening.
Q.23
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Positive
24W1
89
24W2
88
25W1
90
25W2
89
▼ 1
Energetic
24W1
34
24W2
30
25W1
31
25W2
33
▲ 2
Hopeful / optimistic
24W1
26
24W2
29
25W1
27
25W2
32 ↑
▲ 5
Content
24W1
26
24W2
25
25W1
25
25W2
30 ↑
▲ 5
Happy / joyful
24W1
27
24W2
26
25W1
31 ↑
25W2
29
▼ 2
Peaceful / Chill / Relaxed
24W1
26
24W2
23
25W1
23
25W2
25
▲ 2
Exciting / Excited
24W1
18
24W2
19
25W1
19
25W2
16
▼ 3
Fun
24W1
15
24W2
15
25W1
16
25W2
16
0
Thankful
24W1
19 ↑
24W2
15
25W1
15
25W2
14
▼ 1
Encouraged
24W1
15
24W2
15
25W1
14
25W2
14
0
Adventurous / brave
24W1
12
24W2
13
25W1
14
25W2
10
▼ 4
Neutral
24W1
30
24W2
30
25W1
30
25W2
32
▲ 2
Routine
24W1
15
24W2
13
25W1
14
25W2
16
▲ 2
Eventful
24W1
9 ↑
24W2
8
25W1
6
25W2
10 ↑
▲ 4
Uncertain
24W1
9
24W2
12
25W1
9
25W2
9
0
Detached / unengaged
24W1
3
24W2
3
25W1
5 ↑
25W2
2
▼ 3
Negative
24W1
27
24W2
31 ↑
25W1
32 ↑
25W2
25
▼ 7
Exhausted / Tired
24W1
6
24W2
6
25W1
6
25W2
7
▲ 1
Worried / Anxious
24W1
6
24W2
8
25W1
5
25W2
6
▲ 1
Stressful
24W1
6
24W2
8
25W1
7
25W2
6
▼ 1
Lost / Confused
24W1
6
24W2
7
25W1
5
25W2
5
0
Defeated
24W1
3
24W2
3
25W1
3
25W2
4
▲ 1
Depressed / Sad
24W1
5 ↑
24W2
4
25W1
6 ↑
25W2
3
▼ 3
Lonely
24W1
3
24W2
5
25W1
4
25W2
3
▼ 1
Helpless
24W1
3
24W2
3
25W1
4
25W2
3
▼ 1
Numb
24W1
3
24W2
4
25W1
4
25W2
3
▼ 1
Angry
24W1
3
24W2
3 ↑
25W1
5 ↑
25W2
2
▼ 3
Disappointed
24W1
2
24W2
3
25W1
3
25W2
2
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Positive
89
88
90
89
Energetic
34
30
31
33
Hopeful / optimistic
26
29
27
32 ↑
Content
26
25
25
30 ↑
Happy / joyful
27
26
31 ↑
29
Peaceful / Chill / Relaxed
26
23
23
25
Exciting / Excited
18
19
19
16
Fun
15
15
16
16
Thankful
19 ↑
15
15
14
Encouraged
15
15
14
14
Adventurous / brave
12
13
14
10
Neutral
30
30
30
32
Routine
15
13
14
16
Eventful
9 ↑
8
6
10 ↑
Uncertain
9
12
9
9
Detached / unengaged
3
3
5 ↑
2
Negative
27
31 ↑
32 ↑
25
Exhausted / Tired
6
6
6
7
Worried / Anxious
6
8
5
6
Stressful
6
8
7
6
Lost / Confused
6
7
5
5
Defeated
3
3
3
4
Depressed / Sad
5 ↑
4
6 ↑
3
Lonely
3
5
4
3
Helpless
3
3
4
3
Numb
3
4
4
3
Angry
3
3 ↑
5 ↑
2
Disappointed
2
3
3
2
Observations
Positive sentiment stays at 89%, while negative falls to 25% from a 25W1 peak of 32% ↑. Overall mood improves.
Hopeful/optimistic reaches 32% ↑ and content reaches 30% ↑, both rising. Positive feelings are calmer rather than excited.
Excitement (16%) and adventurous (10%) are lower than in earlier waves. Positive mood is becoming calmer.
Eventful rises to 10% ↑, in line with the rise in attention to international events in Q.21.
Depressed falls to 3% and angry to 2%, from 25W1 peaks of 6% ↑ and 5% ↑. Strong negative emotions are less common.
Q.24
One thing that is going well / badly (new question in 25W2)
On top of your mind, what is going well in your life right now? And what is not going well in your life right now? · What is going well now? · What is not going well?
BASE · Going well: among Gen Z (15-29) · Not going well: among Gen Z (15-29) who did not answer that everything is going well | Single answer | Response in %
GENERATIONAL BREAKDOWN · CHINAGOING WELLZ · M · X
Physical health
GEN Z
11
MILLENNIAL
12
GEN X
7
School / education
GEN Z
11 ↑
MILLENNIAL
3
GEN X
5
Work-life balance
GEN Z
8
MILLENNIAL
16 ↑
GEN X
7
Income stability
GEN Z
8
MILLENNIAL
11
GEN X
15
Mental health
GEN Z
8
MILLENNIAL
7
GEN X
7
Exercise / physical activity habits
GEN Z
7
MILLENNIAL
9
GEN X
7
Overall sense of fulfilment
GEN Z
8
MILLENNIAL
7
GEN X
7
Work / career
GEN Z
7
MILLENNIAL
7
GEN X
5
Relationship with family
GEN Z
5
MILLENNIAL
8
GEN X
15 ↑
Ability to plan for the future
GEN Z
6
MILLENNIAL
5
GEN X
2
Everything
GEN Z
6
MILLENNIAL
3
GEN X
5
Friendship / social connections
GEN Z
6 ↑
MILLENNIAL
3
GEN X
-
Cost of living / daily expenses
GEN Z
4
MILLENNIAL
4
GEN X
5
Relationship with digital devices / social media
GEN Z
4
MILLENNIAL
3
GEN X
2
Housing situation
GEN Z
2
MILLENNIAL
1
GEN X
10 ↑
GENERATIONAL BREAKDOWN · CHINANOT GOING WELLZ · M · X
Cost of living / daily expenses
GEN Z
13
MILLENNIAL
9
GEN X
10
Ability to plan for the future
GEN Z
11
MILLENNIAL
8
GEN X
8
Exercise / physical activity habits
GEN Z
9
MILLENNIAL
8
GEN X
5
Mental health
GEN Z
8
MILLENNIAL
8
GEN X
5
Relationship with digital devices / social media
GEN Z
8
MILLENNIAL
7
GEN X
5
Everything
GEN Z
7
MILLENNIAL
6
GEN X
3
Work-life balance
GEN Z
6
MILLENNIAL
11 ↑
GEN X
10
Work / career
GEN Z
6
MILLENNIAL
9
GEN X
8
School / education
GEN Z
6
MILLENNIAL
7
GEN X
3
Income stability
GEN Z
6
MILLENNIAL
5
GEN X
10
Housing situation
GEN Z
5
MILLENNIAL
6
GEN X
5
Overall sense of fulfilment
GEN Z
4
MILLENNIAL
6
GEN X
13 ↑
Relationship with family
GEN Z
4
MILLENNIAL
2
GEN X
3
Friendship / social connections
GEN Z
3
MILLENNIAL
3
GEN X
5
Physical health
GEN Z
3
MILLENNIAL
3
GEN X
8
Raw data table
Going well
Gen Z
Millennials
Gen X
Physical health
11
12
7
School / education
11 ↑
3
5
Work-life balance
8
16 ↑
7
Income stability
8
11
15
Mental health
8
7
7
Exercise / physical activity habits
7
9
7
Overall sense of fulfilment
8
7
7
Work / career
7
7
5
Relationship with family
5
8
15 ↑
Ability to plan for the future
6
5
2
Everything
6
3
5
Friendship / social connections
6 ↑
3
-
Cost of living / daily expenses
4
4
5
Relationship with digital devices / social media
4
3
2
Housing situation
2
1
10 ↑
Not going well
Gen Z
Millennials
Gen X
Cost of living / daily expenses
13
9
10
Ability to plan for the future
11
8
8
Exercise / physical activity habits
9
8
5
Mental health
8
8
5
Relationship with digital devices / social media
8
7
5
Everything
7
6
3
Work-life balance
6
11 ↑
10
Work / career
6
9
8
School / education
6
7
3
Income stability
6
5
10
Housing situation
5
6
5
Overall sense of fulfilment
4
6
13 ↑
Relationship with family
4
2
3
Friendship / social connections
3
3
5
Physical health
3
3
8
Observations
Physical health is joint top among Gen Z's "going well" answers at 11%. School/education is also at 11% ↑ for Gen Z, against 3% Millennials.
Gen X are more likely to name family relationships (15% ↑) and housing (10% ↑) as going well. Each generation reports different successes.
Cost of living (13%) and future planning (11%) top Gen Z's list of things not going well.
Tension with digital devices and social media is at 8% for Gen Z, against 5% for Gen X.
Mental health is named by 8% of Gen Z as going well and by 8% as not going well.
Q.25
Focus for the Coming 3-6 Months
Thinking ahead about the next 3-6 months, which aspects from the following list · will you focus on?
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Physical health
24W1
31
24W2
33
25W1
29
25W2
33
▲ 4
Personal development
24W1
35 ↑
24W2
33
25W1
29
25W2
32
▲ 3
Work/life balance
24W1
30 ↑
24W2
29 ↑
25W1
21
25W2
26
▲ 5
Do things that I myself like to do
24W1
29 ↑
24W2
33 ↑
25W1
25
25W2
24
▼ 1
Mental/Emotional health
24W1
-
24W2
-
25W1
22 ↑
25W2
24 ↑
▲ 2
Time with family/friends
24W1
26
24W2
26
25W1
23
25W2
23
0
Entertainment
24W1
26
24W2
29 ↑
25W1
22
25W2
24
▲ 2
Travel and adventures
24W1
22
24W2
23
25W1
25 ↑
25W2
19
▼ 6
Personal finance
24W1
20 ↑
24W2
16
25W1
15
25W2
17
▲ 2
Being in nature
24W1
20
24W2
21 ↑
25W1
19
25W2
17
▼ 2
Getting to know or use AI more
24W1
17
24W2
16
25W1
14
25W2
16
▲ 2
Community-building
24W1
14 ↑
24W2
14 ↑
25W1
10
25W2
12
▲ 2
Home improvement / renovation
24W1
-
24W2
-
25W1
10 ↑
25W2
6 ↑
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Physical health
31
33
29
33
Personal development
35 ↑
33
29
32
Work/life balance
30 ↑
29 ↑
21
26
Do things that I myself like to do
29 ↑
33 ↑
25
24
Mental/Emotional health
-
-
22 ↑
24 ↑
Time with family/friends
26
26
23
23
Entertainment
26
29 ↑
22
24
Travel and adventures
22
23
25 ↑
19
Personal finance
20 ↑
16
15
17
Being in nature
20
21 ↑
19
17
Getting to know or use AI more
17
16
14
16
Community-building
14 ↑
14 ↑
10
12
Home improvement / renovation
-
-
10 ↑
6 ↑
Observations
Physical health is the top focus at 33%, up from 29% at 25W1.
Personal development is at 32%, up from 29% at 25W1 but below its 24W1 peak of 35% ↑. The push for self-improvement is lower than in 24W1.
Work/life balance (26%), entertainment (24%), doing-what-I-like (24%) and mental health (24%) form a middle group.
Travel falls to 19% from 25% at 25W1. It is the lowest level in the tracker.
Community-building is low at 12%, above only home improvement (6% ↑).
Section
Lifestyle
China
Q.26
Increased Time Spent by Activity
Thinking of how you typically spend time daily, which activities have you spent more time on in the past 6 months compared to earlier, and which ones have you spent less time on?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
24W1
39 ↑
24W2
42 ↑
25W1
32
25W2
39 ↑
▲ 7
Personal interests and hobbies (things or activities you do for fun)
24W1
33
24W2
35 ↑
25W1
29
25W2
30
▲ 1
Watching TV/movies at home
24W1
24
24W2
23
25W1
24
25W2
27
▲ 3
Self-development (e.g. further learning after work/school or not required by work/school)
24W1
31 ↑
24W2
36 ↑
25W1
29
25W2
26
▼ 3
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
24W1
25
24W2
29 ↑
25W1
22
25W2
25
▲ 3
School / working at a paid job
24W1
31 ↑
24W2
32 ↑
25W1
27
25W2
24
▼ 3
Resting / sleeping
24W1
22
24W2
22
25W1
23
25W2
24
▲ 1
Time with friends
24W1
22
24W2
21
25W1
22
25W2
21
▼ 1
Personal grooming (putting on makeup, shaving, etc.)
24W1
21 ↑
24W2
18
25W1
18
25W2
16
▼ 2
Cooking
24W1
16
24W2
16
25W1
17
25W2
15
▼ 2
Time with your spouse or significant other
24W1
15
24W2
12
25W1
12
25W2
14
▲ 2
Reading a long-form book (fiction, non-fiction, poetry)
24W1
-
24W2
-
25W1
15 ↑
25W2
14 ↑
▼ 1
None of the above
24W1
6 ↑
24W2
3
25W1
7 ↑
25W2
10 ↑
▲ 3
Reading magazines or newspapers, online or offline
24W1
15 ↑
24W2
16 ↑
25W1
14 ↑
25W2
6
▼ 8
Raw data table
24W1
24W2
25W1
25W2
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
39 ↑
42 ↑
32
39 ↑
Personal interests and hobbies (things or activities you do for fun)
33
35 ↑
29
30
Watching TV/movies at home
24
23
24
27
Self-development (e.g. further learning after work/school or not required by work/school)
31 ↑
36 ↑
29
26
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
25
29 ↑
22
25
School / working at a paid job
31 ↑
32 ↑
27
24
Resting / sleeping
22
22
23
24
Time with friends
22
21
22
21
Personal grooming (putting on makeup, shaving, etc.)
21 ↑
18
18
16
Cooking
16
16
17
15
Time with your spouse or significant other
15
12
12
14
Reading a long-form book (fiction, non-fiction, poetry)
-
-
15 ↑
14 ↑
None of the above
6 ↑
3
7 ↑
10 ↑
Reading magazines or newspapers, online or offline
15 ↑
16 ↑
14 ↑
6
Observations
Social media leads at 39% ↑, up 7pp from 25W1, and stays in first place.
The top seven activities are social media, hobbies, TV at home, self-development, outdoors, work and rest. Time with friends comes next at 21%.
Time with friends stays at 21%, well below the top activities. This fits the low priority of community-building in Q.25.
Reading magazines and newspapers falls to 6% from 14% ↑ at 25W1. Fewer Gen Z are spending more time on edited media.
"None of the above" rises to 10% ↑ from 7%. A small group did not spend more time on any of the listed activities.
Q.27
Drivers of Time Investment in Self-Development
You mentioned that in the past 6 months, you’ve spent more time on actively learning outside work / school (such as a new skill or knowledge through online courses/by yourself). What are the most important or relevant reasons for that?
BASE · Among Gen Z (15-29) who spent more time on self-development | Answer Selections = 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
[Personal growth] Acquiring new skills can enhance my life and personal growth
24W1
-
24W2
46
25W1
42
25W2
47
▲ 5
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
24W1
-
24W2
30
25W1
35
25W2
39 ↑
▲ 4
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
24W1
-
24W2
32
25W1
31
25W2
39
▲ 8
[Enhancing career] Acquiring new skills can help enhance my career
24W1
-
24W2
29
25W1
29
25W2
36
▲ 7
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
24W1
-
24W2
38
25W1
32
25W2
34
▲ 2
[Mental health] To relieve stress from work / school and manage negative emotions better
24W1
-
24W2
28
25W1
28
25W2
26
▼ 2
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
24W1
-
24W2
27
25W1
30
25W2
26
▼ 4
[Inspiration from social] I was inspired by what I saw people are doing on social media
24W1
-
24W2
27
25W1
28
25W2
22
▼ 6
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
24W1
-
24W2
24
25W1
20
25W2
17
▼ 3
[Better use of time] I want to use my time better outside work / school
24W1
-
24W2
19
25W1
25 ↑
25W2
15
▼ 10
Raw data table
24W1
24W2
25W1
25W2
[Personal growth] Acquiring new skills can enhance my life and personal growth
-
46
42
47
[Value of autonomy] It’s a way of me prioritizing independence, self-reliance and personal freedom
-
30
35
39 ↑
[Entrepreneurial spirit] I want to be more prepared and maybe one day start my own business or become an independent
-
32
31
39
[Enhancing career] Acquiring new skills can help enhance my career
-
29
29
36
[Being prepared and adaptive] To be better prepared for the future as there is a lot of uncertainty (such as job security, economy, technology, etc.)
-
38
32
34
[Mental health] To relieve stress from work / school and manage negative emotions better
-
28
28
26
[Sense of belonging] It’s a way of getting to know people who have similar interests or hobbies
-
27
30
26
[Inspiration from social] I was inspired by what I saw people are doing on social media
-
27
28
22
[Diverse interests] My work / school doesn’t give me strong enough sense of fulfillment
-
24
20
17
[Better use of time] I want to use my time better outside work / school
-
19
25 ↑
15
Observations
Personal growth leads at 47%, up 5pp, and is the main internal motivation.
Value of autonomy reaches 39% ↑, up 4pp. Learning is more closely tied to independence.
Entrepreneurial spirit rises to 39% from 31%, a gain of 8pp. It is now level with value of autonomy.
Career enhancement rises to 36% from 29%. Practical career benefits matter alongside personal reasons.
Social-media inspiration falls to 22% from 28%, and "better use of time" to 15% from 25% ↑.
Q.28
Drivers of Time Investment in Personal Interests
You mentioned spending more time on personal interests/hobbies. What are the most important reasons?
BASE · Among Gen Z (15-29) who spent more time on personal interests | Answer Selections = 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
They bring me happiness
24W2
49
25W1
50
25W2
63 ↑
▲ 13
They align with my personal belief and values
24W2
43
25W1
42
25W2
50
▲ 8
To relieve stress from work / school
24W2
34
25W1
33
25W2
45 ↑
▲ 12
It's a way of getting to know people with similar interests
24W2
36
25W1
37
25W2
40
▲ 3
To use my time better outside work/school
24W2
42 ↑
25W1
32
25W2
37
▲ 5
I was inspired by what I saw people are doing on social media
24W2
28
25W1
35
25W2
33
▼ 2
It's a way of me prioritizing independence, self-reliance and personal freedom
24W2
44 ↑
25W1
41 ↑
25W2
32
▼ 9
Raw data table
24W2
25W1
25W2
They bring me happiness
49
50
63 ↑
They align with my personal belief and values
43
42
50
To relieve stress from work / school
34
33
45 ↑
It's a way of getting to know people with similar interests
36
37
40
To use my time better outside work/school
42 ↑
32
37
I was inspired by what I saw people are doing on social media
28
35
33
It's a way of me prioritizing independence, self-reliance and personal freedom
44 ↑
41 ↑
32
Observations
Happiness as a driver rises to 63% ↑, up 13pp from 25W1. Hobbies are mainly a source of enjoyment.
Stress relief rises to 45% ↑, up 12pp. Hobbies are increasingly used to release stress.
Personal values alignment rises to 50%. Hobbies are a way to express who people are.
Autonomy falls to 32% from 41% ↑ at 25W1. The wish for independence matters less as the wish for enjoyment grows.
Similar-interest community rises to 40% from 37%, so the social side of hobbies holds up.
Q.29
Regular Go-To Activities
Over the past 6 months, which of the following activities have you engaged in regularly?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Exercise, overall health management (e.g. jogging, walking)
24W1
42 ↑
24W2
43 ↑
25W1
37
25W2
50 ↑
▲ 13
Resting, not doing much or doing less
24W1
31
24W2
37 ↑
25W1
34
25W2
38 ↑
▲ 4
Socializing, connecting with others (e.g. going to restaurants)
24W1
40 ↑
24W2
36
25W1
35
25W2
37
▲ 2
Self-development activities (e.g. reading, learning a new skill)
24W1
33
24W2
38 ↑
25W1
30
25W2
34
▲ 4
Entertainment, arts, culture related (e.g. watching movies)
24W1
33
24W2
33
25W1
34
25W2
33
▼ 1
Travel somewhere for fun, not for business
24W1
29
24W2
32
25W1
29
25W2
29
0
Outdoor activities (e.g. hiking, camping)
24W1
29
24W2
32
25W1
28
25W2
28
0
Sports (e.g. basketball, soccer, skateboarding)
24W1
24
24W2
25
25W1
22
25W2
23
▲ 1
Visiting places recommended by friends or social media
24W1
22 ↑
24W2
19
25W1
22
25W2
18
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking)
42 ↑
43 ↑
37
50 ↑
Resting, not doing much or doing less
31
37 ↑
34
38 ↑
Socializing, connecting with others (e.g. going to restaurants)
40 ↑
36
35
37
Self-development activities (e.g. reading, learning a new skill)
33
38 ↑
30
34
Entertainment, arts, culture related (e.g. watching movies)
33
33
34
33
Travel somewhere for fun, not for business
29
32
29
29
Outdoor activities (e.g. hiking, camping)
29
32
28
28
Sports (e.g. basketball, soccer, skateboarding)
24
25
22
23
Visiting places recommended by friends or social media
22 ↑
19
22
18
Observations
Exercise/health leads at 50% ↑, up 13pp from 25W1. This is a large rise in physical activity.
Rest/recovery reaches 38% ↑, up 4pp. Exercise and rest both rise this wave.
Socializing is at 37% and entertainment at 33%, similar to before.
Self-development recovers to 34% from 30%, still below its 24W2 high of 38% ↑.
Social-media-recommended visits fall to 18% from 22%, the largest decline here. It is the lowest level in the tracker.
Q.30
Exercises / Fitness
Which specific types of exercise/fitness activities do you engage in regularly in the past 6 months?
BASE · Among Gen Z (15-29) who exercise regularly | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Walking in the city/neighborhood or park in a leisure way
24W1
55
24W2
50
25W1
48
25W2
64 ↑
▲ 16
Biking around the city/neighborhood in a leisure way
24W1
30
24W2
31
25W1
37 ↑
25W2
36
▼ 1
Working out in the gym by myself (without a trainer)
24W1
32
24W2
33
25W1
30
25W2
29
▼ 1
Exercises at home using an App
24W1
22
24W2
26
25W1
25
25W2
24
▼ 1
Working out in the gym with a trainer
24W1
18
24W2
18
25W1
24 ↑
25W2
14
▼ 10
Activities for meditating/healing purpose
24W1
17
24W2
19
25W1
21
25W2
16
▼ 5
Group exercise, fitness/workout class, yoga class
24W1
19 ↑
24W2
18
25W1
15
25W2
12
▼ 3
Skateboarding around the city/neighborhood
24W1
16
24W2
16
25W1
22 ↑
25W2
14
▼ 8
Raw data table
24W1
24W2
25W1
25W2
Walking in the city/neighborhood or park in a leisure way
55
50
48
64 ↑
Biking around the city/neighborhood in a leisure way
30
31
37 ↑
36
Working out in the gym by myself (without a trainer)
32
33
30
29
Exercises at home using an App
22
26
25
24
Working out in the gym with a trainer
18
18
24 ↑
14
Activities for meditating/healing purpose
17
19
21
16
Group exercise, fitness/workout class, yoga class
19 ↑
18
15
12
Skateboarding around the city/neighborhood
16
16
22 ↑
14
Observations
Leisure walking rises sharply to 64% ↑, up 16pp from 25W1. It is the most common form of exercise.
Biking stays at 36%, slightly down from 37% ↑, and remains the second most common activity.
Solo gym (29%) and app-based home workouts (24%) are steady, each 1pp below 25W1.
Personal-trainer gym sessions fall to 14% from 24% ↑, and group fitness to 12% from 15%. Both are at their lowest level in the tracker.
Meditation/healing falls to 16% from 21%. Wellness practices remain a minority activity.
Q.31
Sports
Which specific sports activities do you engage in regularly in the past 6 months?
BASE · Among Gen Z (15-29) who play sports regularly | Multiple selections | Response in %
Water sports (e.g. standup paddle boarding, surfing, diving)
6
9
10 ↑
4
Rock climbing (indoor or outdoor)
5
5
7
4
Street dance
5
6
7
5
Skateboarding (traditional board)
6
4
9 ↑
5
Long board / free board
5
4
4
3
American football / flag football
4 ↑
3
5 ↑
1
Boxing/combat sports (e.g. boxing, Thai boxing)
3
8 ↑
8 ↑
3
Squash
3
3
4
2
Ultimate frisbee
4 ↑
5 ↑
3 ↑
-
Pickleball
3
2
7 ↑
1
Action sports (BMX, motocross, etc.)
2
8 ↑
8 ↑
1
HYROX
-
-
-
3 ↑
Padel
-
-
-
-
Observations
Mass/established sports rise to 92% ↑, up 14pp. Nearly all Gen Z who play sports take part in these.
Running rises to 56% ↑ from 28%, doubling. It is the largest change in any sport this wave.
Basketball recovers to 40% ↑ from 27%, and soccer to 18% ↑ from 7%. More Gen Z who play sports are playing these team sports.
Newer sports fall to 42% from 65% ↑, with boxing, baseball, action sports and water sports all down sharply.
HYROX appears for the first time at 3% ↑. It is a small new activity worth watching.
Q.32
Outdoor Activities
What outdoor activities did you do regularly in the past 6 months?
BASE · Among Gen Z (15-29) who do outdoor activities regularly | Answer Selections <=3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
City walks, walk in the park
24W1
31 ↑
24W2
25
25W1
20
25W2
40 ↑
▲ 20
Hiking
24W1
41 ↑
24W2
36
25W1
32
25W2
36
▲ 4
Camping
24W1
25
24W2
20
25W1
25
25W2
32 ↑
▲ 7
Biking/Cycling
24W1
39
24W2
42
25W1
39
25W2
39
0
Streetball
24W1
11
24W2
11
25W1
11
25W2
11
0
Fishing
24W1
18 ↑
24W2
15
25W1
17 ↑
25W2
9
▼ 8
Skiing
24W1
6
24W2
7
25W1
10
25W2
9
▼ 1
Street dance
24W1
7
24W2
8
25W1
9
25W2
8
▼ 1
Ice-skating
24W1
8
24W2
8
25W1
5
25W2
6
▲ 1
Surfing
24W1
8
24W2
7
25W1
10
25W2
5
▼ 5
Glamping
24W1
6
24W2
5
25W1
10 ↑
25W2
4
▼ 6
River trekking
24W1
5
24W2
5
25W1
3
25W2
4
▲ 1
Stand-up paddle board
24W1
4
24W2
5
25W1
5
25W2
4
▼ 1
Ultimate frisbee
24W1
5
24W2
6
25W1
6
25W2
3
▼ 3
Flag football
24W1
5
24W2
4
25W1
2
25W2
3
▲ 1
Snowboarding
24W1
3
24W2
5
25W1
5
25W2
3
▼ 2
Raw data table
24W1
24W2
25W1
25W2
City walks, walk in the park
31 ↑
25
20
40 ↑
Hiking
41 ↑
36
32
36
Camping
25
20
25
32 ↑
Biking/Cycling
39
42
39
39
Streetball
11
11
11
11
Fishing
18 ↑
15
17 ↑
9
Skiing
6
7
10
9
Street dance
7
8
9
8
Ice-skating
8
8
5
6
Surfing
8
7
10
5
Glamping
6
5
10 ↑
4
River trekking
5
5
3
4
Stand-up paddle board
4
5
5
4
Ultimate frisbee
5
6
6
3
Flag football
5
4
2
3
Snowboarding
3
5
5
3
Observations
City walks rise sharply to 40% ↑, up 20pp from 25W1, in line with the rise in leisure walking.
Camping reaches 32% ↑ from 25%, a gain of 7pp. It is the highest level in the tracker.
Hiking rises to 36% from 32%, and biking stays at 39%. Both remain established outdoor activities.
Fishing falls to 9% from 17% ↑, and glamping to 4% from 10% ↑. Both are at their lowest level in the tracker.
Water activities mostly fall, such as surfing to 5% from 10%, while skiing stays stable at 9%.
Q.33
Domestic / International Travel Destinations
What types of destinations did you visit during your trip?
BASE · Among Gen Z (15-29) who traveled for fun in the past 6 months | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Domestic destinations, not including staycations
24W1
71
24W2
79 ↑
25W1
73
25W2
87 ↑
▲ 14
Staycations
24W1
47 ↑
24W2
37 ↑
25W1
37 ↑
25W2
27
▼ 10
International destinations
24W1
21
24W2
20
25W1
22
25W2
26
▲ 4
Raw data table
24W1
24W2
25W1
25W2
Domestic destinations, not including staycations
71
79 ↑
73
87 ↑
Staycations
47 ↑
37 ↑
37 ↑
27
International destinations
21
20
22
26
Observations
Domestic travel (non-staycation) rises to 87% ↑, up 14pp from 25W1. It is the highest level in the tracker.
International travel rises slightly to 26% from 22%. It is the highest reading in the series but still well behind domestic travel.
Staycations fall to 27% from a 24W1 peak of 47% ↑. They are less common than in any earlier wave.
The gap between domestic and international travel is widening. Domestic travel remains the main way Gen Z travel.
Q.34
Types of Destinations
What types of destinations did you visit during your trip? · What types of destinations did you visit during your trip?
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months | Multiple Selections | Response in % | Among Gen Z who traveled internationally | Multiple selections | Response in %
WAVE TREND · CHINA · GEN ZDOMESTIC TRIPS△ = 25W2 vs 25W1
Well-known nature (mountains, lakes, etc.)
24W2
65
25W1
61
25W2
76 ↑
▲ 15
Theme parks (e.g. Universal Studio, Disney)
24W2
64 ↑
25W1
52
25W2
62
▲ 10
Cosmopolitan urban city (e.g. Shanghai, Beijing)
24W2
44
25W1
55 ↑
25W2
60 ↑
▲ 5
Remote, niche nature that are not widely discussed
24W2
33
25W1
24
25W2
34
▲ 10
Small towns/villages
24W2
27 ↑
25W1
17
25W2
25
▲ 8
WAVE TREND · CHINA · GEN ZINTERNATIONAL TRIPS△ = 25W2 vs 25W1
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
24W2
74
25W1
61
25W2
73
▲ 12
Well-known nature (mountains, lakes, etc.)
24W2
54
25W1
50
25W2
71 ↑
▲ 21
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
24W2
59
25W1
52
25W2
65
▲ 13
Remote, niche nature that are not discussed much among friends or on social media
24W2
33
25W1
33
25W2
21
▼ 12
Small towns/villages
24W2
28
25W1
26
25W2
15
▼ 11
Raw data table
Domestic trips
24W2
25W1
25W2
Well-known nature (mountains, lakes, etc.)
65
61
76 ↑
Theme parks (e.g. Universal Studio, Disney)
64 ↑
52
62
Cosmopolitan urban city (e.g. Shanghai, Beijing)
44
55 ↑
60 ↑
Remote, niche nature that are not widely discussed
33
24
34
Small towns/villages
27 ↑
17
25
International trips
24W2
25W1
25W2
Theme parks (e.g. Universal Studio, Disney, LEGO Land, Ocean parks)
74
61
73
Well-known nature (mountains, lakes, etc.)
54
50
71 ↑
Cosmopolitan urban city (e.g. New York, Tokyo, Shanghai, Paris)
59
52
65
Remote, niche nature that are not discussed much among friends or on social media
33
33
21
Small towns/villages
28
26
15
Observations
Well-known domestic nature spots rise to 76% ↑ from 61%. Popular, widely shared scenery leads.
Cosmopolitan cities (60% ↑) and theme parks (62%) are the next top choices for domestic travel, after well-known nature.
Well-known international nature spots rise to 71% ↑ from 50%. Abroad, they are now close to theme parks (73%).
International niche nature falls to 21% from 33%, and small towns abroad to 15% from 26%. Off-the-beaten-track travel abroad is declining.
Chinese Gen Z prefer well-known, recognizable destinations, both at home and abroad.
Q.35
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Domestic trips: among Gen Z (15-29) who took a domestic trip in the past 6 months · International trips: among Gen Z (15-29) who took an international trip in the past 6 months | Multiple selections | Response in %
WAVE TREND · CHINA · GEN ZDOMESTIC TRIPS△ = 25W2 vs 25W1
I travel regularly so I didn't have a specific goal
24W2
45
25W1
43
25W2
48
▲ 5
For some other cultural events
24W2
28
25W1
21
25W2
40 ↑
▲ 19
For a concert (e.g. Fuji Rock Festival)
24W2
38
25W1
33
25W2
33
0
For a film festival
24W2
23
25W1
23
25W2
29
▲ 6
To relax on the beach / in the hotel
24W2
24
25W1
28
25W2
29
▲ 1
To watch a sports event
24W2
25
25W1
23
25W2
22
▼ 1
To participate in a sports event
24W2
17
25W1
19
25W2
16
▼ 3
Cruise ship trip
24W2
10
25W1
12 ↑
25W2
5
▼ 7
WAVE TREND · CHINA · GEN ZINTERNATIONAL TRIPS△ = 25W2 vs 25W1
I travel regularly so I didn’t have a specific goal
24W2
30
25W1
43
25W2
40
▼ 3
For some other cultural events
24W2
24
25W1
22
25W2
38
▲ 16
For a concert (e.g. Fuji Rock Festival)
24W2
46
25W1
37
25W2
35
▼ 2
To relax on the beach / in the hotel
24W2
33
25W1
37
25W2
35
▼ 2
To participate in a sports event (e.g. marathon, triathlon, ski)
24W2
37
25W1
33
25W2
29
▼ 4
To watch a sports event
24W2
37
25W1
26
25W2
21
▼ 5
Cruise ship trip
24W2
15
25W1
20
25W2
21
▲ 1
For a film festival
24W2
22
25W1
28
25W2
19
▼ 9
Raw data table
Domestic trips
24W2
25W1
25W2
I travel regularly so I didn't have a specific goal
45
43
48
For some other cultural events
28
21
40 ↑
For a concert (e.g. Fuji Rock Festival)
38
33
33
For a film festival
23
23
29
To relax on the beach / in the hotel
24
28
29
To watch a sports event
25
23
22
To participate in a sports event
17
19
16
Cruise ship trip
10
12 ↑
5
International trips
24W2
25W1
25W2
I travel regularly so I didn’t have a specific goal
30
43
40
For some other cultural events
24
22
38
For a concert (e.g. Fuji Rock Festival)
46
37
35
To relax on the beach / in the hotel
33
37
35
To participate in a sports event (e.g. marathon, triathlon, ski)
37
33
29
To watch a sports event
37
26
21
Cruise ship trip
15
20
21
For a film festival
22
28
19
Observations
Cultural events rise as a trigger at home to 40% ↑ from 21%, and abroad to 38% from 22%. This is the largest gain across both.
Habitual travel leads at home (48%) and abroad (40%). Travel is a regular part of life for many.
Relaxation at a beach or hotel rises at home to 29% from 24% at 24W2. Gen Z want rest from their trips.
Sports events are weaker triggers: international sports participation falls to 29% from 33%, and spectating to 21% from 26%.
Concert-driven travel is at 33% domestic, level with 25W1, and 35% international, down from 37%. Both are below their 24W2 levels (38% and 46%).
Q.36
Entertainment, Arts, Culture
Which entertainment, arts, culture activities do you engage in regularly?
BASE · Among Gen Z (15-29) who regularly do entertainment, arts or culture | Multiple selections | Response in %
Going to concerts, shows, theaters, stage performance
18
22
28 ↑
23
Visiting museums, or art exhibits
21
22
18
19
Going to store events (e.g. store opening, collaborations events, pop-up stores)
18
19
17
16
Attending sharing events of personal experience, knowledge, books, etc.
17
20
23 ↑
14
Outdoor movie night/event
21 ↑
18
16
12
Walking tours
11
11
14
9
Observations
Cinema recovers strongly to 51% ↑ from 40%, and is again the top activity.
Home TV/movies reach 48% ↑ from 37%, a rise of 11pp. Screen entertainment leads both at home and out.
Shopping as entertainment recovers to 44% ↑ from 33%, back to its 24W2 level.
Theme parks reach 32% ↑ from 30%, and remain a regular Gen Z activity.
Participatory formats decline: sharing events fall to 14% from 23%, and walking tours to 9% from 14%. Group activities are less popular.
Q.37
Socializing
What are some activities to socialize and connect with others that you did the most in the past 6 months?
BASE · Among Gen Z (15-29) who regularly socialize | Answer Selections <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Go to restaurants/bars
24W1
33
24W2
33
25W1
36
25W2
41
▲ 5
Shopping together
24W1
38
24W2
35
25W1
35
25W2
38
▲ 3
Playing video games with friends
24W1
25
24W2
27
25W1
26
25W2
36 ↑
▲ 10
Go to coffee shops
24W1
27
24W2
28
25W1
23
25W2
33 ↑
▲ 10
Going to park / picnic together
24W1
30
24W2
31
25W1
31
25W2
27
▼ 4
Social events with people of shared traits/features, e.g. MBTI theme social / i人聚会
24W1
20
24W2
19
25W1
19
25W2
19
0
Go to museums or exhibits together
24W1
17
24W2
19
25W1
15
25W2
15
0
Hosting friends and make drinks at home / Home bars 家庭酒馆
24W1
14
24W2
19
25W1
19
25W2
15
▼ 4
Neighborhood events or activities
24W1
12
24W2
13
25W1
13
25W2
15
▲ 2
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
24W1
17
24W2
17
25W1
23 ↑
25W2
14
▼ 9
Volunteering
24W1
10
24W2
11
25W1
11
25W2
8
▼ 3
Social events with fellow pet owners
24W1
10
24W2
13 ↑
25W1
7
25W2
6
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Go to restaurants/bars
33
33
36
41
Shopping together
38
35
35
38
Playing video games with friends
25
27
26
36 ↑
Go to coffee shops
27
28
23
33 ↑
Going to park / picnic together
30
31
31
27
Social events with people of shared traits/features, e.g. MBTI theme social / i人聚会
20
19
19
19
Go to museums or exhibits together
17
19
15
15
Hosting friends and make drinks at home / Home bars 家庭酒馆
14
19
19
15
Neighborhood events or activities
12
13
13
15
Playing board game at home/friends’ home or at boardgame bars (e.g. werewolf, murder mystery, 跑团)
17
17
23 ↑
14
Volunteering
10
11
11
8
Social events with fellow pet owners
10
13 ↑
7
6
Observations
Restaurants/bars lead at 41%, up 5pp. Eating out is central to social life.
Video games with friends rise to 36% ↑ from 26%, a gain of 10pp. Gaming is becoming a common way to socialize.
Coffee shops reach 33% ↑ from 23%, up 10pp. Cafe culture is growing.
Board games fall to 14% from 23% ↑, and home bars to 15% from 19%. Organized activities at home are losing ground.
Parks/picnics fall to 27% from 31%. Gen Z are meeting more in cafes and restaurants than outdoors.
Q.38
Self-Development Activities
What are some activities for self-development that you did the most in the past 6 months?
BASE · Among Gen Z (15-29) who regularly do self-development activities | Answer Selections <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Learning a new skill (e.g. instrument, driving, painting)
24W1
43 ↑
24W2
40
25W1
32
25W2
41 ↑
▲ 9
Applying a new tool to manage knowledge and information (e.g. Notion)
24W1
22
24W2
25
25W1
27
25W2
38 ↑
▲ 11
Reading books
24W1
41
24W2
45 ↑
25W1
36
25W2
37
▲ 1
Enrolling in online courses
24W1
28
24W2
29
25W1
31
25W2
32
▲ 1
Attending forums, speeches, lectures after school/work
24W1
22
24W2
25
25W1
24
25W2
23
▼ 1
Learning or studying together with a buddy/friend
24W1
21
24W2
25
25W1
30 ↑
25W2
20
▼ 10
Reading magazines, articles, digital or paper form
24W1
26 ↑
24W2
20
25W1
25 ↑
25W2
17
▼ 8
Attending short-term camps (e.g. coding camp)
24W1
17
24W2
19
25W1
17
25W2
16
▼ 1
Weekend/Night school
24W1
11
24W2
12
25W1
16
25W2
12
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Learning a new skill (e.g. instrument, driving, painting)
43 ↑
40
32
41 ↑
Applying a new tool to manage knowledge and information (e.g. Notion)
22
25
27
38 ↑
Reading books
41
45 ↑
36
37
Enrolling in online courses
28
29
31
32
Attending forums, speeches, lectures after school/work
22
25
24
23
Learning or studying together with a buddy/friend
21
25
30 ↑
20
Reading magazines, articles, digital or paper form
26 ↑
20
25 ↑
17
Attending short-term camps (e.g. coding camp)
17
19
17
16
Weekend/Night school
11
12
16
12
Observations
Learning a new skill recovers to 41% ↑ from 32%, and is back in first place.
Knowledge-management tools (such as Notion) rise to 38% ↑ from 27%, up 11pp. This is the biggest change in self-development.
Reading books stays at 37% and online courses at 32%. Both are within 1pp of 25W1.
Study-with-a-buddy falls to 20% from 30% ↑, and magazine/article reading to 17% from 25% ↑. Social and reading-based learning are declining.
Weekend/night school falls to 12% from 16%.
Q.39
Whether Part of Groups
Are you part of the groups listed below outside your regular job or school?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Cycling groups
24W1
29 ↑
24W2
26
25W1
23
25W2
25
▲ 2
Groups of certain brands (e.g. car brands, sports brands)
24W1
29 ↑
24W2
24
25W1
22
25W2
22
0
Brands hosted beverage & alcohol related groups (e.g. tasting club)
24W1
22 ↑
24W2
14
25W1
16
25W2
18 ↑
▲ 2
Brands hosted art & craft related groups (e.g. hand craft club)
24W1
20
24W2
18
25W1
18
25W2
17
▼ 1
Basketball group
24W1
22 ↑
24W2
16
25W1
18
25W2
16
▼ 2
Photography clubs 摄影爱好者社团
24W1
18 ↑
24W2
13
25W1
14
25W2
14
0
Camping club 户外露营俱乐部
24W1
15
24W2
13
25W1
12
25W2
13
▲ 1
Running groups
24W1
13
24W2
13
25W1
10
25W2
12
▲ 2
Film clubs 电影爱好者俱乐部
24W1
17 ↑
24W2
11
25W1
11
25W2
12
▲ 1
Book clubs
24W1
12 ↑
24W2
11
25W1
9
25W2
12 ↑
▲ 3
Soccer group
24W1
9
24W2
8
25W1
9
25W2
12 ↑
▲ 3
Animation club 二次元/动漫爱好者社团
24W1
8
24W2
9
25W1
8
25W2
11
▲ 3
Brands’ VIP exclusive premium clubs
24W1
15 ↑
24W2
12
25W1
13
25W2
11
▼ 2
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
24W1
11
24W2
11
25W1
9
25W2
9
0
Skateboarding group
24W1
11 ↑
24W2
7
25W1
9
25W2
8
▼ 1
Fan club (of celebrities)
24W1
11 ↑
24W2
9
25W1
10
25W2
7
▼ 3
Dance clubs 舞蹈社
24W1
7
24W2
8
25W1
6
25W2
7
▲ 1
Cos play
24W1
6
24W2
7
25W1
8
25W2
7
▼ 1
Rock climbing
24W1
9 ↑
24W2
6
25W1
9 ↑
25W2
7
▼ 2
Board game groups
24W1
10 ↑
24W2
7
25W1
6
25W2
6
0
Single club 单身俱乐部
24W1
7
24W2
5
25W1
5
25W2
5
0
Music band自己组建的乐队
24W1
7 ↑
24W2
6
25W1
7 ↑
25W2
4
▼ 3
Singing clubs 合唱团
24W1
8 ↑
24W2
6
25W1
8 ↑
25W2
4
▼ 4
Ultimate frisbee
24W1
5
24W2
4
25W1
6 ↑
25W2
3
▼ 3
Flag football
24W1
3
24W2
3
25W1
5
25W2
3
▼ 2
At least one group of interest
24W1
62 ↑
24W2
57
25W1
53
25W2
53
0
At least one sports group
24W1
59 ↑
24W2
55 ↑
25W1
49
25W2
50
▲ 1
At least one brand group
24W1
51 ↑
24W2
44
25W1
44
25W2
43
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Cycling groups
29 ↑
26
23
25
Groups of certain brands (e.g. car brands, sports brands)
29 ↑
24
22
22
Brands hosted beverage & alcohol related groups (e.g. tasting club)
22 ↑
14
16
18 ↑
Brands hosted art & craft related groups (e.g. hand craft club)
20
18
18
17
Basketball group
22 ↑
16
18
16
Photography clubs 摄影爱好者社团
18 ↑
13
14
14
Camping club 户外露营俱乐部
15
13
12
13
Running groups
13
13
10
12
Film clubs 电影爱好者俱乐部
17 ↑
11
11
12
Book clubs
12 ↑
11
9
12 ↑
Soccer group
9
8
9
12 ↑
Animation club 二次元/动漫爱好者社团
8
9
8
11
Brands’ VIP exclusive premium clubs
15 ↑
12
13
11
Groups for sharing personal experience, information or knowledge that meet regularly (e.g. monthly guest speaker)
11
11
9
9
Skateboarding group
11 ↑
7
9
8
Fan club (of celebrities)
11 ↑
9
10
7
Dance clubs 舞蹈社
7
8
6
7
Cos play
6
7
8
7
Rock climbing
9 ↑
6
9 ↑
7
Board game groups
10 ↑
7
6
6
Single club 单身俱乐部
7
5
5
5
Music band自己组建的乐队
7 ↑
6
7 ↑
4
Singing clubs 合唱团
8 ↑
6
8 ↑
4
Ultimate frisbee
5
4
6 ↑
3
Flag football
3
3
5
3
At least one group of interest
62 ↑
57
53
53
At least one sports group
59 ↑
55 ↑
49
50
At least one brand group
51 ↑
44
44
43
Observations
Membership of any interest group stays at 53%, flat since 25W1. It is below the 24W1 level of 62% ↑.
Sports groups at 50% and brand groups at 43% complete the top categories, also flat since 25W1.
Soccer groups rise to 12% from 9%, in line with the rise in soccer in Q.31.
Animation clubs reach 11% from 8%, their highest level in the tracker.
No single group type is above 25%. Group membership is spread across many small groups.
Q.40
Activities Aspire to Do More
What are some activities that you aspire to do more in the coming 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <= 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
42 ↑
24W2
45 ↑
25W1
36
25W2
47 ↑
▲ 11
Travel somewhere for fun, not for business
24W1
31
24W2
31
25W1
31
25W2
41 ↑
▲ 10
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
31
24W2
36 ↑
25W1
32
25W2
37 ↑
▲ 5
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
33
24W2
37
25W1
33
25W2
37
▲ 4
Self-development activities (e.g. reading, learning a new skill)
24W1
35
24W2
39
25W1
36
25W2
36
0
Resting, not doing much or doing less
24W1
29
24W2
35 ↑
25W1
30
25W2
32
▲ 2
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
29
24W2
31
25W1
28
25W2
30
▲ 2
Sports (e.g. basketball, soccer, skateboarding)
24W1
21
24W2
21
25W1
19
25W2
25 ↑
▲ 6
Visiting places that recommend by friends or social media (打卡)
24W1
22 ↑
24W2
19 ↑
25W1
19 ↑
25W2
13
▼ 6
Raw data table
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking, strength training)
42 ↑
45 ↑
36
47 ↑
Travel somewhere for fun, not for business
31
31
31
41 ↑
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
31
36 ↑
32
37 ↑
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
33
37
33
37
Self-development activities (e.g. reading, learning a new skill)
35
39
36
36
Resting, not doing much or doing less
29
35 ↑
30
32
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
29
31
28
30
Sports (e.g. basketball, soccer, skateboarding)
21
21
19
25 ↑
Visiting places that recommend by friends or social media (打卡)
22 ↑
19 ↑
19 ↑
13
Observations
Exercise leads at 47% ↑, up 11pp. What Gen Z do now and what they plan to do are aligned.
Wanting to travel more rises to 41% ↑ from 31%, one of the biggest changes in this question. The wish to travel is ahead of actual travel.
Entertainment/culture (37%), socializing (37%) and self-development (36%) form a balanced set of near-term plans.
Sports rise to 25% from 19%, in line with the rise in mass sports.
Social-media-recommended visits fall to 13% from 19% ↑. It is the lowest level in the tracker.
Section
Chinese New Year
China
Q.41
Attitudes towards CNY
Here are some descriptions about Chinese New year. How much do you agree or disagree with each of them?
BASE · Among Gen Z (15-29) | Completely agree or Somewhat agree | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
To me the most important thing about CNY is to be with the entire family
24W1
-
24W2
89
25W1
-
25W2
89
I look forward to the traditional Chinese customs during Chinese New Year
24W1
-
24W2
79
25W1
-
25W2
81
The flavor of Chinese New Year is not as strong as it used to be
24W1
-
24W2
66
25W1
-
25W2
72
Chinese New Year is the festival that I look forward to the most every year
24W1
-
24W2
72
25W1
-
25W2
68
Chinese New Year is the holiday where you can eat and drink without fear or guilt
24W1
-
24W2
65
25W1
-
25W2
67
I don't look forward to Chinese New Year as much as when I was younger anymore
24W1
-
24W2
58
25W1
-
25W2
65
I feel that Chinese New Year is more important for the elderly and children in the family, and I'm just along for the ride.
24W1
-
24W2
55
25W1
-
25W2
58
I'm burdened by some moments in Chinese New Year, such as visiting remote families, awkward chats, some sensitive topics (girlfriend/boyfriend, work,..etc.)
24W1
-
24W2
49
25W1
-
25W2
57
Raw data table
24W1
24W2
25W1
25W2
To me the most important thing about CNY is to be with the entire family
-
89
-
89
I look forward to the traditional Chinese customs during Chinese New Year
-
79
-
81
The flavor of Chinese New Year is not as strong as it used to be
-
66
-
72
Chinese New Year is the festival that I look forward to the most every year
-
72
-
68
Chinese New Year is the holiday where you can eat and drink without fear or guilt
-
65
-
67
I don't look forward to Chinese New Year as much as when I was younger anymore
-
58
-
65
I feel that Chinese New Year is more important for the elderly and children in the family, and I'm just along for the ride.
-
55
-
58
I'm burdened by some moments in Chinese New Year, such as visiting remote families, awkward chats, some sensitive topics (girlfriend/boyfriend, work,..etc.)
-
49
-
57
Observations
Family togetherness stays at 89% and remains the core of CNY.
Agreement that the flavor of CNY is not as strong as it used to be rises to 72% from 66%. That is about seven in ten.
Not looking forward to CNY as much as when younger rises to 65% from 58%, a 7pp rise.
Feeling burdened by CNY moments (awkward chats, visits) reaches 57% from 49%. Social pressure around the holiday is growing.
Looking forward to traditional customs (81%) and eating and drinking without guilt (67%) remain strong. People still like the rituals.
Q.42
CNY customs
What do you usually do for Chinese New Year and what do you look forward to doing for the coming CNY in 2026?
BASE · Among Gen Z (15-29) | Multiple responses | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Family reunion dinner
24W1
-
24W2
56
25W1
-
25W2
65
Traditional customary activities such as setting off firecrackers/cannons, watching lion and dragon dances, etc.
24W1
-
24W2
44
25W1
-
25W2
44
Watching the Spring Festival Gala
24W1
-
24W2
40
25W1
-
25W2
42
Shopping for things that I normally don’t splurge on
24W1
-
24W2
32
25W1
-
25W2
34
Receiving red envelopes
24W1
-
24W2
37
25W1
-
25W2
34
Gathering with family/friends, such as Karaoke, Home party, go bowling
24W1
-
24W2
33
25W1
-
25W2
32
Visiting relatives and friends you don't normally see
24W1
-
24W2
30
25W1
-
25W2
31
Giving red envelopes
24W1
-
24W2
32
25W1
-
25W2
29
Outdoor activities with family/friends, such as climbing mountains, going to the parks
24W1
-
24W2
25
25W1
-
25W2
24
Going to temples with family / friends to ask for good fortune and blessings
24W1
-
24W2
22
25W1
-
25W2
22
Travel to somewhere warm
24W1
-
24W2
14
25W1
-
25W2
12
Travel, no matter whether it’s warm or not
24W1
-
24W2
14
25W1
-
25W2
12
Raw data table
24W1
24W2
25W1
25W2
Family reunion dinner
-
56
-
65
Traditional customary activities such as setting off firecrackers/cannons, watching lion and dragon dances, etc.
-
44
-
44
Watching the Spring Festival Gala
-
40
-
42
Shopping for things that I normally don’t splurge on
-
32
-
34
Receiving red envelopes
-
37
-
34
Gathering with family/friends, such as Karaoke, Home party, go bowling
-
33
-
32
Visiting relatives and friends you don't normally see
-
30
-
31
Giving red envelopes
-
32
-
29
Outdoor activities with family/friends, such as climbing mountains, going to the parks
-
25
-
24
Going to temples with family / friends to ask for good fortune and blessings
-
22
-
22
Travel to somewhere warm
-
14
-
12
Travel, no matter whether it’s warm or not
-
14
-
12
Observations
Family reunion dinner rises to 65% from 56%. It is the most common custom.
Traditional customs (44%), the Spring Festival Gala (42%) and shopping (34%) come next.
Red envelope habits dip slightly: receiving falls to 34% from 37% and giving to 29% from 32%.
Temple visits stay at 22%, and travel for warmth is at 12%, down from 14%.
Apart from family reunion dinner, up 9pp, every activity changes by 3pp or less. The mix of activities is otherwise stable.
Q.43
Gifting at CNY
Other than giving red envelopes, in the past few years, have you been giving gifts to family/friends during Chinese New Year? · To whom have you given a gift to for Chinese New Year? · What type of gifts did you buy for them?
BASE · Gifting at CNY: among Gen Z (15-29) · Gifts for whom: among Gen Z (15-29) who gave gifts at Chinese New Year · Net whom and show category percentages: among Gen Z (15-29) who gave gifts at Chinese New Year | Multiple responses | Response in % | Among Gen Z (15-29) who gifted during CNY | Multiple responses | Response in % | Among Gen Z (15-29) who gifted during CNY | Multiple responses | Response in %
WAVE TREND · CHINA · GEN ZGIFTING AT CNY△ = 25W2 vs 25W1
I’ve gifted during Chinese New Year
24W1
-
24W2
40
25W1
-
25W2
45
I haven’t been gifting during Chinese New Year
24W1
-
24W2
60
25W1
-
25W2
55
WAVE TREND · CHINA · GEN ZGIFTS FOR WHOM△ = 25W2 vs 25W1
Supplements/nutritional support (e.g. vitamins, minerals, herbal extracts)
-
61
-
70
Clothing / footwear
-
60
-
59
Skincare / cosmetics
-
39
-
41
Personal tech and entertainment products (e.g. smartphones, computers/laptops/tablets, VR sets, TVs, gaming devices,
-
40
-
38
Red / White wine
-
27
-
35
Spirits (whisky, cognac, etc.)
-
21
-
34
Health related products or service (e.g. high-end insurance, gym membership/classes)
-
30
-
31
Fragrance
-
26
-
26
Jewelry and watch
-
30
-
25
Travel products (plane tickets, hotels)
-
15
-
21
Home appliances (e.g. fridge, washing machine, dishwasher, water purifiers, smart locks, etc.)
-
18
-
17
Observations
CNY gifting rises to 45% from 40%. More Gen Z now give gifts.
Parents are the main recipients at 70%, up 8pp, and superiors at work rise to 19% from 12%.
Supplements are the top gift at 70%, up 9pp. They lead clothing and footwear (59%).
Spirits rise to 34% from 21%, and wine to 35% from 27%. Alcohol is gaining ground as a gift.
Jewelry and watches fall to 25% from 30%. They are less popular as a CNY gift.
Q.44
Travel for leisure during CNY
In the past 3 years, have you traveled during Chinese New Year? Here traveling back to hometown doesn’t count, but travel around your hometown counts. · Where have you traveled to in the past 3 years during Chinese New Year?
BASE · Whether travelled during CNY: among Gen Z (15-29) · Travel destinations during CNY: among Gen Z (15-29) who traveled during Chinese New Year | Multiple responses | Response in % | Among Gen Z (15-29) who have traveled during CNY P3Y | Multiple responses | Response in %
WAVE TREND · CHINA · GEN ZWHETHER TRAVELLED DURING CNY△ = 25W2 vs 25W1
I haven’t traveled during CNY
24W1
-
24W2
63
25W1
-
25W2
68
I have traveled during CNY
24W1
-
24W2
37
25W1
-
25W2
32
WAVE TREND · CHINA · GEN ZTRAVEL DESTINATIONS DURING CNY△ = 25W2 vs 25W1
Domestic
24W1
-
24W2
93
25W1
-
25W2
91
Somewhere warm (like Hainan)
24W1
-
24W2
26
25W1
-
25W2
30
To go somewhere cold and snowy to go skiing
24W1
-
24W2
19
25W1
-
25W2
10
To go somewhere for the local culture there
24W1
-
24W2
35
25W1
-
25W2
41
To go outdoor to enjoy the natural scenery
24W1
-
24W2
42
25W1
-
25W2
53
To go to theme park (such as Disney, Universal studio, Ocean parks)
24W1
-
24W2
30
25W1
-
25W2
39
Simply to relax (stay in hotel, hot spring, etc.)
24W1
-
24W2
28
25W1
-
25W2
24
Abroad
24W1
-
24W2
32
25W1
-
25W2
43
East Asia (Japan, Korea)
24W1
-
24W2
13
25W1
-
25W2
22
Southeast Asia / South Asia (e.g. Thailand, Malaysia, Singapore)
24W1
-
24W2
10
25W1
-
25W2
18
Middle Asia (e.g. Kazakhstan, Uzbekistan)
24W1
-
24W2
3
25W1
-
25W2
3
West Europe (e.g. France, Germany, Switzerland)
24W1
-
24W2
6
25W1
-
25W2
5
North Europe (e.g. Sweden, Finland, Norway)
24W1
-
24W2
4
25W1
-
25W2
5
South Europe (e.g. Italy, Greece)
24W1
-
24W2
3
25W1
-
25W2
5
Eastern Europe (e.g. Georgia, Turkey)
24W1
-
24W2
3
25W1
-
25W2
5
Africa
24W1
-
24W2
1
25W1
-
25W2
1
North America (US, Canada)
24W1
-
24W2
5
25W1
-
25W2
8
South America (e.g. Chili, Brazil)
24W1
-
24W2
3
25W1
-
25W2
2
Raw data table
Whether travelled during CNY
24W1
24W2
25W1
25W2
I haven’t traveled during CNY
-
63
-
68
I have traveled during CNY
-
37
-
32
Travel destinations during CNY
24W1
24W2
25W1
25W2
Domestic
-
93
-
91
Somewhere warm (like Hainan)
-
26
-
30
To go somewhere cold and snowy to go skiing
-
19
-
10
To go somewhere for the local culture there
-
35
-
41
To go outdoor to enjoy the natural scenery
-
42
-
53
To go to theme park (such as Disney, Universal studio, Ocean parks)
-
30
-
39
Simply to relax (stay in hotel, hot spring, etc.)
-
28
-
24
Abroad
-
32
-
43
East Asia (Japan, Korea)
-
13
-
22
Southeast Asia / South Asia (e.g. Thailand, Malaysia, Singapore)
-
10
-
18
Middle Asia (e.g. Kazakhstan, Uzbekistan)
-
3
-
3
West Europe (e.g. France, Germany, Switzerland)
-
6
-
5
North Europe (e.g. Sweden, Finland, Norway)
-
4
-
5
South Europe (e.g. Italy, Greece)
-
3
-
5
Eastern Europe (e.g. Georgia, Turkey)
-
3
-
5
Africa
-
1
-
1
North America (US, Canada)
-
5
-
8
South America (e.g. Chili, Brazil)
-
3
-
2
Observations
Overall CNY travel falls: non-travelers rise to 68% from 63%. More Gen Z have not traveled during CNY.
Among travelers, international destinations rise to 43% from 32%. Those who do travel are going further.
East Asia (22% from 13%) and Southeast Asia (18% from 10%) lead the growth abroad.
Domestic trips are more about experiences: outdoor nature reaches 53% and theme parks 39%, both up sharply.
Skiing falls to 10% from 19%, and simple hotel relaxation to 24% from 28%.
Section
Category Engagement
China
Q.45
Categories Purchased in the past 6 Months (S6)
In the past 6 months, which of the categories below have you purchased for yourself to use or consume?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
100
24W2
100
25W1
100
25W2
100
0
Food/groceries
24W1
100
24W2
100
25W1
100
25W2
100
0
Clothing
24W1
86 ↑
24W2
77
25W1
79
25W2
79
0
Beverage, not including alcohol
24W1
78 ↑
24W2
67
25W1
65
25W2
75 ↑
▲ 10
Footwear
24W1
74 ↑
24W2
68
25W1
71
25W2
71
0
Skincare products
24W1
57
24W2
55
25W1
56
25W2
67 ↑
▲ 11
Haircare products
24W1
54
24W2
50
25W1
53
25W2
63 ↑
▲ 10
Alcohol
24W1
40 ↑
24W2
38 ↑
25W1
30
25W2
50 ↑
▲ 20
Supplements/nutritional support (e.g. vitamins, minerals)
24W1
34
24W2
44 ↑
25W1
37
25W2
46 ↑
▲ 9
Makeup products
24W1
34
24W2
31
25W1
31
25W2
37 ↑
▲ 6
Fragrances
24W1
25
24W2
26
25W1
23
25W2
34 ↑
▲ 11
Durable goods
24W1
82
24W2
88 ↑
25W1
78
25W2
81
▲ 3
Personal tech and entertainment products (e.g. smartphones, computers/laptops/tablets, VR sets, TVs/Home Cinema, etc.)
24W1
68 ↑
24W2
70 ↑
25W1
61
25W2
69 ↑
▲ 8
Health and beauty tech products (e.g. wearables, hairdryers, hair curlers, electric massagers, etc.)
24W1
43
24W2
47
25W1
42
25W2
46
▲ 4
Home appliances (e.g. fridge, washing machine, dishwasher, water purifiers, smart locks, etc.)
24W1
40 ↑
24W2
35
25W1
32
25W2
40 ↑
▲ 8
Jewelry and watch
24W1
28 ↑
24W2
27 ↑
25W1
22
25W2
29 ↑
▲ 7
Cars
24W1
12 ↑
24W2
13 ↑
25W1
9
25W2
13 ↑
▲ 4
Services
24W1
81 ↑
24W2
84 ↑
25W1
71
25W2
77 ↑
▲ 6
Entertainment related (e.g. membership fees, movies, concerts)
Sports/exercise activity related (e.g. gym membership, exercise program/APPs, etc.)
46
56 ↑
49
49
Total
1017
1014
935
1081
Observations
Purchasing recovers across the board: the total index is 1081, up from 935 at 25W1, with rises in most categories.
Personal care rises sharply: skincare (67% ↑), haircare (63% ↑) and fragrances (34% ↑) all post double-digit gains, as does alcohol (50% ↑).
Personal tech rises to 69% ↑ from 61%. Demand for devices is holding up.
Travel spending rises to 54% ↑ from 49%, in line with the high wish to travel in Q.40.
Finance products (37% ↑), healthcare (31% ↑) and jewelry/watch (29% ↑) also recover from 25W1.
Q.46
Categories to Spend More on
Now please take into account of the context of the economy. If you’re to save some costs on shopping for your everyday life, which categories would you still splurge?
BASE · Among Gen Z (15-29) | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Nondurable goods
24W1
64
24W2
66 ↑
25W1
60
25W2
62
▲ 2
Food/groceries
24W1
27
24W2
24
25W1
24
25W2
32 ↑
▲ 8
Clothing
24W1
22
24W2
21
25W1
20
25W2
20
0
Skincare products
24W1
16
24W2
16
25W1
14
25W2
17
▲ 3
Supplements/nutritional support
24W1
12
24W2
13
25W1
10
25W2
14 ↑
▲ 4
Footwear
24W1
15
24W2
15
25W1
13
25W2
12
▼ 1
Beverage, not including alcohol
24W1
12
24W2
12
25W1
13
25W2
11
▼ 2
Haircare products
24W1
10
24W2
12
25W1
10
25W2
10
0
Alcohol
24W1
7
24W2
8
25W1
9
25W2
8
▼ 1
Fragrances
24W1
6
24W2
5
25W1
7
25W2
7
0
Makeup products
24W1
9
24W2
9
25W1
9
25W2
7
▼ 2
Luxury/Designer/Premium fashion brands
24W1
8 ↑
24W2
8 ↑
25W1
5
25W2
5
0
Experiences
24W1
34
24W2
35
25W1
32
25W2
32
0
Travel / vacations
24W1
17
24W2
18
25W1
17
25W2
17
0
Sports activity related (e.g. gym membership, exercise program/APPs, etc.)
24W1
17
24W2
16
25W1
14
25W2
13
▼ 1
Dining out at restaurants & bars
24W1
10
24W2
10
25W1
11
25W2
12
▲ 1
Durable goods
24W1
35
24W2
37 ↑
25W1
35
25W2
30
▼ 5
Personal tech and entertainment products
24W1
18
24W2
18
25W1
20
25W2
18
▼ 2
Health and beauty tech products
24W1
11
24W2
13
25W1
12
25W2
11
▼ 1
Jewelry and watch
24W1
9 ↑
24W2
7
25W1
6
25W2
6
0
Home appliances
24W1
8
24W2
10
25W1
10
25W2
8
▼ 2
Cars
24W1
5
24W2
6
25W1
5
25W2
5
0
Services
24W1
31
24W2
35
25W1
31
25W2
34
▲ 3
Entertainment related (e.g. membership fees, movies, concerts)
Food rises to 32% ↑ from 24%, the largest gain for spending more. Gen Z want to keep everyday quality of life.
Finance services rise to 13% ↑ from 9%. Spending to protect finances is growing.
Intent to spend more on luxury/premium fashion stays at 5%, down from 8% ↑ at 24W1/W2.
"None of the above" stays at 17% ↑. About ~1 in 6 have no plans to spend more on anything.
The top categories for spending more are food, clothing, personal tech, skincare and travel. Gen Z are prioritizing everyday quality and worthwhile experiences.
Q.47
Top Alcohol Brands Within Social Circles
Among the alcohol that you purchased in the past 6 months, which brand do you feel is the top choice among your social circle?
BASE · Among Gen Z (21-29) who bought alcohol in the past 6 months | Single Answer | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Royal Salute
24W1
6
24W2
3
25W1
5
25W2
12 ↑
▲ 7
Hennessy
24W1
25 ↑
24W2
14
25W1
10
25W2
12
▲ 2
Glenfiddich
24W1
3
24W2
5
25W1
5
25W2
10
▲ 5
Baileys
24W1
8
24W2
5
25W1
10
25W2
9
▼ 1
Rémy Martin
24W1
7
24W2
6
25W1
3
25W2
9
▲ 6
Martell
24W1
6
24W2
12
25W1
14
25W2
8
▼ 6
Chivas Regal
24W1
9
24W2
9
25W1
5
25W2
7
▲ 2
Absolut
24W1
5
24W2
5
25W1
5
25W2
7
▲ 2
The Macallan
24W1
3
24W2
6
25W1
3
25W2
5
▲ 2
Bacardi
24W1
5
24W2
10
25W1
9
25W2
3
▼ 6
Jim Beam
24W1
1
24W2
1
25W1
-
25W2
3
Tanqueray
24W1
2
24W2
1
25W1
-
25W2
2
Yamazaki
24W1
1
24W2
5
25W1
3
25W2
2
▼ 1
The Chuan
24W1
1
24W2
3
25W1
-
25W2
2
Hibiki
24W1
7 ↑
24W2
8 ↑
25W1
16 ↑
25W2
1
▼ 15
Johnnie Walker
24W1
6 ↑
24W2
-
25W1
5 ↑
25W2
1
▼ 4
Smirnoff
24W1
2
24W2
1
25W1
2
25W2
1
▼ 1
Havana Club
24W1
1
24W2
3
25W1
2
25W2
1
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Royal Salute
6
3
5
12 ↑
Hennessy
25 ↑
14
10
12
Glenfiddich
3
5
5
10
Baileys
8
5
10
9
Rémy Martin
7
6
3
9
Martell
6
12
14
8
Chivas Regal
9
9
5
7
Absolut
5
5
5
7
The Macallan
3
6
3
5
Bacardi
5
10
9
3
Jim Beam
1
1
-
3
Tanqueray
2
1
-
2
Yamazaki
1
5
3
2
The Chuan
1
3
-
2
Hibiki
7 ↑
8 ↑
16 ↑
1
Johnnie Walker
6 ↑
-
5 ↑
1
Smirnoff
2
1
2
1
Havana Club
1
3
2
1
Observations
Royal Salute rises to 12% ↑ from 5%, the largest brand gain this wave.
Hennessy rises to 12% from 10%, joint top, despite falling from 25% ↑ earlier.
Glenfiddich (10%) and Rémy Martin (9%) rise from 5% and 3%. Martell falls to 8% from 14%.
Hibiki falls to 1% from 16% ↑ at 25W1. It is the largest brand fall this wave.
No brand dominates the top group: the top two are at 12%. Preferences are spread across many brands.
Q.48
Footwear Categories Purchased Past 6 Months
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) who bought footwear in the past 6 months | Single Answer | Response in %
Online shopping platforms rise to 59% ↑ from 34%, a recovery of 25pp.
Brand-owned stores reach 45% ↑, up 1pp from 25W1 and up from 34% at 24W2.
Sporting goods stores rise to 16% ↑ from 10%, in line with the rise in athletic wear.
Social media channels fall to 20% from 27%, and live streaming to 15% from 17%. Social commerce is cooling.
WeChat mini-programs fall to 3% from 7% ↑, and community buying to 3% from 8% ↑. Channels driven by social sharing are declining.
Q.54
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Skincare: among Gen Z (15-29) who bought skincare in the past 6 months · Makeup: among Gen Z (15-29) who bought makeup in the past 6 months | Base: Gen Z n=171, Millennials n=78, Gen X n=11** | Multiple Answers | Response in % | Among Gen Z (15-29) Who Purchased Beauty Products P6M | Base: Gen Z n=88, Millennials n=35, Gen X n=5** | Multiple Answers | Response in %
GENERATIONAL BREAKDOWN · CHINASKINCAREZ · M · X
L’Oréal Paris
GEN Z
15
MILLENNIAL
14
GEN X
18
ESTEE LAUDER
GEN Z
12
MILLENNIAL
14
GEN X
9
PROYA
GEN Z
12
MILLENNIAL
13
GEN X
9
Lancome
GEN Z
11
MILLENNIAL
9
GEN X
18
Dior
GEN Z
5
MILLENNIAL
5
GEN X
9
LA ROCHE-POSAY
GEN Z
5
MILLENNIAL
6
GEN X
-
Chanel
GEN Z
5
MILLENNIAL
4
GEN X
-
Winona
GEN Z
4
MILLENNIAL
5
GEN X
9
La Mer
GEN Z
4
MILLENNIAL
5
GEN X
18
SK-II
GEN Z
3
MILLENNIAL
10 ↑
GEN X
-
SHISEIDO
GEN Z
3
MILLENNIAL
4
GEN X
-
SULWHASOO
GEN Z
2
MILLENNIAL
1
GEN X
-
Curél
GEN Z
2
MILLENNIAL
1
GEN X
-
Guerlain
GEN Z
2
MILLENNIAL
-
GEN X
9
Bioderma
GEN Z
2
MILLENNIAL
-
GEN X
-
CPB
GEN Z
2
MILLENNIAL
1
GEN X
-
Laneige
GEN Z
2
MILLENNIAL
-
GEN X
-
SKINCEUTICALS
GEN Z
2
MILLENNIAL
-
GEN X
-
MAC
GEN Z
2
MILLENNIAL
-
GEN X
-
Medicube
GEN Z
2
MILLENNIAL
-
GEN X
-
Sidekick
GEN Z
1
MILLENNIAL
3
GEN X
-
Olive Young
GEN Z
1
MILLENNIAL
-
GEN X
-
Lab Series
GEN Z
1
MILLENNIAL
1
GEN X
-
COSRX
GEN Z
-
MILLENNIAL
1
GEN X
-
GENERATIONAL BREAKDOWN · CHINAMAKEUPZ · M · X
Lancome
GEN Z
13
MILLENNIAL
6
GEN X
-
PROYA
GEN Z
10
MILLENNIAL
9
GEN X
40
ESTEE LAUDER
GEN Z
9
MILLENNIAL
23 ↑
GEN X
-
L’Oréal Paris
GEN Z
8
MILLENNIAL
11
GEN X
-
Dior
GEN Z
8
MILLENNIAL
9
GEN X
-
Winona
GEN Z
8
MILLENNIAL
3
GEN X
-
Chanel
GEN Z
6
MILLENNIAL
3
GEN X
40
MAC
GEN Z
6
MILLENNIAL
9
GEN X
-
SK-II
GEN Z
5
MILLENNIAL
14
GEN X
-
CPB
GEN Z
5
MILLENNIAL
3
GEN X
-
La Mer
GEN Z
3
MILLENNIAL
3
GEN X
20
Guerlain
GEN Z
3
MILLENNIAL
3
GEN X
-
Curél
GEN Z
3
MILLENNIAL
-
GEN X
-
SKINCEUTICALS
GEN Z
3
MILLENNIAL
-
GEN X
-
SHISEIDO
GEN Z
2
MILLENNIAL
-
GEN X
-
Bioderma
GEN Z
1
MILLENNIAL
3
GEN X
-
LA ROCHE-POSAY
GEN Z
1
MILLENNIAL
3
GEN X
-
SULWHASOO
GEN Z
1
MILLENNIAL
-
GEN X
-
Sidekick
GEN Z
1
MILLENNIAL
-
GEN X
-
Laneige
GEN Z
1
MILLENNIAL
-
GEN X
-
COSRX
GEN Z
1
MILLENNIAL
-
GEN X
-
Beauty of Joseon
GEN Z
1
MILLENNIAL
-
GEN X
-
Raw data table
Skincare
Gen Z
Millennials
Gen X
L’Oréal Paris
15
14
18
ESTEE LAUDER
12
14
9
PROYA
12
13
9
Lancome
11
9
18
Dior
5
5
9
LA ROCHE-POSAY
5
6
-
Chanel
5
4
-
Winona
4
5
9
La Mer
4
5
18
SK-II
3
10 ↑
-
SHISEIDO
3
4
-
SULWHASOO
2
1
-
Curél
2
1
-
Guerlain
2
-
9
Bioderma
2
-
-
CPB
2
1
-
Laneige
2
-
-
SKINCEUTICALS
2
-
-
MAC
2
-
-
Medicube
2
-
-
Sidekick
1
3
-
Olive Young
1
-
-
Lab Series
1
1
-
COSRX
-
1
-
Makeup
Gen Z
Millennials
Gen X
Lancome
13
6
-
PROYA
10
9
40
ESTEE LAUDER
9
23 ↑
-
L’Oréal Paris
8
11
-
Dior
8
9
-
Winona
8
3
-
Chanel
6
3
40
MAC
6
9
-
SK-II
5
14
-
CPB
5
3
-
La Mer
3
3
20
Guerlain
3
3
-
Curél
3
-
-
SKINCEUTICALS
3
-
-
SHISEIDO
2
-
-
Bioderma
1
3
-
LA ROCHE-POSAY
1
3
-
SULWHASOO
1
-
-
Sidekick
1
-
-
Laneige
1
-
-
COSRX
1
-
-
Beauty of Joseon
1
-
-
Observations
Gen Z's top skincare brands are L'Oréal Paris (15%), Estée Lauder (12%), PROYA (12%) and Lancôme (11%). The leading brands are close together.
Millennials prefer SK-II much more (10% ↑) than Gen Z (3%), a clear gap between generations.
Gen X favor L'Oréal Paris (18%), Lancôme (18%) and La Mer (18%), on a small base.
Gen Z's top makeup brands are Lancôme (13%), PROYA (10%) and Estée Lauder (9%). PROYA is in the top three for both skincare and makeup.
Millennials favor Estée Lauder (23% ↑) and SK-II (14%) for makeup far more than Gen Z. These two brands appeal more to Millennials.
Q.55
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
DeepSeek
24W1
-
24W2
-
25W1
41 ↑
25W2
54 ↑
▲ 13
Baidu文心一言
24W1
54 ↑
24W2
48
25W1
40
25W2
47
▲ 7
ChatGPT
24W1
34
24W2
28
25W1
25
25W2
30
▲ 5
VR/AR (Virtual Reality/Augmented) device
24W1
26 ↑
24W2
12
25W1
18
25W2
11
▼ 7
Claude
24W1
-
24W2
-
25W1
-
25W2
8 ↑
Grok
24W1
-
24W2
-
25W1
-
25W2
6 ↑
None of the above
24W1
26 ↑
24W2
34 ↑
25W1
25 ↑
25W2
12
▼ 13
Raw data table
24W1
24W2
25W1
25W2
DeepSeek
-
-
41 ↑
54 ↑
Baidu文心一言
54 ↑
48
40
47
ChatGPT
34
28
25
30
VR/AR (Virtual Reality/Augmented) device
26 ↑
12
18
11
Claude
-
-
-
8 ↑
Grok
-
-
-
6 ↑
None of the above
26 ↑
34 ↑
25 ↑
12
Observations
"None of the above" falls to 12% from 25% ↑. Most Gen Z tech buyers now use at least one of the listed tools.
DeepSeek leads at 54% ↑, up from 41%.
Baidu文心一言 rises to 47% from 40% and remains second.
ChatGPT rises to 30% from 25%. It remains third.
Claude (8%) and Grok (6%) appear in the list for the first time this wave.
Q.56
Attitudes Towards AI
How do you feel about artificial intelligence (AI) – especially what tech companies have already achieved (e.g. ChatGPT, chat apps), and what’s still to come?
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months | Answer Selection <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
NET Positive
24W1
92 ↑
24W2
95 ↑
25W1
81
25W2
96 ↑
▲ 15
Positive
24W1
58 ↑
24W2
59 ↑
25W1
47
25W2
68 ↑
▲ 21
Hopeful
24W1
54 ↑
24W2
47
25W1
42
25W2
44
▲ 2
I like it – boost productivity / efficiency
24W1
49
24W2
56 ↑
25W1
41
25W2
55 ↑
▲ 14
Help me connect with friends/family more
24W1
22
24W2
29
25W1
33 ↑
25W2
29
▼ 4
NET Neutral
24W1
66
24W2
63
25W1
61
25W2
66
▲ 5
Looking forward to more development – wait and see 观望状态
24W1
36
24W2
33
25W1
26
25W2
42 ↑
▲ 16
Curious
24W1
33
24W2
31
25W1
26
25W2
38 ↑
▲ 12
Uncertain / not so sure
24W1
9
24W2
7
25W1
17 ↑
25W2
7
▼ 10
Indifferent / neutral
24W1
6
24W2
7
25W1
9 ↑
25W2
4
▼ 5
NET Negative
24W1
21 ↑
24W2
21 ↑
25W1
36 ↑
25W2
11
▼ 25
Concerned
24W1
9
24W2
7
25W1
16 ↑
25W2
5
▼ 11
Scared
24W1
8 ↑
24W2
6
25W1
10 ↑
25W2
3
▼ 7
Doubtful / unbelieving
24W1
8
24W2
8
25W1
18 ↑
25W2
5
▼ 13
Worried / anxious
24W1
7 ↑
24W2
8 ↑
25W1
14 ↑
25W2
1
▼ 13
Raw data table
24W1
24W2
25W1
25W2
NET Positive
92 ↑
95 ↑
81
96 ↑
Positive
58 ↑
59 ↑
47
68 ↑
Hopeful
54 ↑
47
42
44
I like it – boost productivity / efficiency
49
56 ↑
41
55 ↑
Help me connect with friends/family more
22
29
33 ↑
29
NET Neutral
66
63
61
66
Looking forward to more development – wait and see 观望状态
36
33
26
42 ↑
Curious
33
31
26
38 ↑
Uncertain / not so sure
9
7
17 ↑
7
Indifferent / neutral
6
7
9 ↑
4
NET Negative
21 ↑
21 ↑
36 ↑
11
Concerned
9
7
16 ↑
5
Scared
8 ↑
6
10 ↑
3
Doubtful / unbelieving
8
8
18 ↑
5
Worried / anxious
7 ↑
8 ↑
14 ↑
1
Observations
Positive sentiment recovers to 96% ↑ from 81%, back to a high point.
"I like it – boost productivity / efficiency" rises to 55% ↑ from 41%, up 14pp. It is ahead of hopeful (44%).
Curious (38% ↑) and wait-and-see (42% ↑) both reach highs.
Negative sentiment falls to 11% from a 25W1 peak of 36% ↑. Most of the anxiety has gone.
Concerned (5%), scared (3%) and worried (1%) all fall sharply from 25W1 highs. Fear of AI is much lower than in 25W1.
Q.57
Aspirational Luxury Brands
Among the luxury brands below, which ones do you aspire to purchase from / own?
BASE · Among Gen Z (15-29) who bought luxury in the past year | Answer Selection <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Chanel
24W1
23
24W2
28
25W1
26
25W2
35 ↑
▲ 9
Louis Vuitton
24W1
13
24W2
20 ↑
25W1
18
25W2
26 ↑
▲ 8
HERMES
24W1
23
24W2
27
25W1
26
25W2
26
0
Dior
24W1
25
24W2
22
25W1
20
25W2
25
▲ 5
Gucci
24W1
24
24W2
24
25W1
18
25W2
25
▲ 7
Prada
24W1
14
24W2
14
25W1
18
25W2
17
▼ 1
Saint Laurent
24W1
17
24W2
15
25W1
12
25W2
14
▲ 2
Valentino
24W1
15
24W2
16
25W1
12
25W2
12
0
Balenciaga
24W1
14
24W2
17
25W1
23 ↑
25W2
12
▼ 11
Versace
24W1
11
24W2
12
25W1
18 ↑
25W2
11
▼ 7
Burberry
24W1
15 ↑
24W2
7
25W1
13 ↑
25W2
9
▼ 4
Fendi
24W1
8
24W2
9
25W1
7
25W2
8
▲ 1
Loewe
24W1
5
24W2
4
25W1
6
25W2
8
▲ 2
Canada Goose
24W1
8
24W2
10
25W1
7
25W2
6
▼ 1
CELINE
24W1
5
24W2
5
25W1
5
25W2
6
▲ 1
MARNI
24W1
7
24W2
7
25W1
5
25W2
5
0
Moncler
24W1
3
24W2
2
25W1
7 ↑
25W2
5
▼ 2
Maison Margiela
24W1
4
24W2
6
25W1
4
25W2
4
0
Bottega Veneta
24W1
2
24W2
7 ↑
25W1
4
25W2
4
0
RIMOWA
24W1
-
24W2
-
25W1
4 ↑
25W2
2 ↑
▼ 2
Amiri
24W1
3
24W2
6 ↑
25W1
3
25W2
1
▼ 2
Raw data table
24W1
24W2
25W1
25W2
Chanel
23
28
26
35 ↑
Louis Vuitton
13
20 ↑
18
26 ↑
HERMES
23
27
26
26
Dior
25
22
20
25
Gucci
24
24
18
25
Prada
14
14
18
17
Saint Laurent
17
15
12
14
Valentino
15
16
12
12
Balenciaga
14
17
23 ↑
12
Versace
11
12
18 ↑
11
Burberry
15 ↑
7
13 ↑
9
Fendi
8
9
7
8
Loewe
5
4
6
8
Canada Goose
8
10
7
6
CELINE
5
5
5
6
MARNI
7
7
5
5
Moncler
3
2
7 ↑
5
Maison Margiela
4
6
4
4
Bottega Veneta
2
7 ↑
4
4
RIMOWA
-
-
4 ↑
2 ↑
Amiri
3
6 ↑
3
1
Observations
Chanel leads at 35% ↑, up 9pp. It is the most aspirational brand and is gaining ground.
Louis Vuitton rises to 26% ↑ from 18%, a gain of 8pp. It is now joint second with Hermès, behind Chanel.
Hermès stays at 26%, level with 25W1.
Balenciaga falls to 12% from 23% ↑, and Versace to 11% from 18% ↑. Balenciaga's 11pp fall is the largest this wave.
Loewe rises to 8% from 5% in 24W1, after a dip to 4% in 24W2. It is the highest level in the tracker.
Q.58
Perceptions of Luxury
What aspects make a product or experience luxurious? Please choose 2 aspects that are most relevant or important to you.
BASE · Among Gen Z (15-29) who bought luxury in the past year | Answer Selection = 2 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
A rich heritage and legacy in brand, craftsmanship, etc.
24W1
-
24W2
24
25W1
25
25W2
38 ↑
▲ 13
Collectable piece / worth investment – its value will not depreciate or may even appreciate
24W1
-
24W2
24
25W1
22
25W2
33 ↑
▲ 11
Unparalleled quality and craftsmanship
24W1
-
24W2
40 ↑
25W1
31
25W2
32
▲ 1
Things or experiences that will bring positive emotions to me
24W1
-
24W2
26
25W1
36 ↑
25W2
31
▼ 5
Goods or experiences that are scarce or difficult to obtain
24W1
-
24W2
19
25W1
22
25W2
19
▼ 3
A sense of pampering and indulgence
24W1
-
24W2
26
25W1
21
25W2
19
▼ 2
A famous designer / creator
24W1
-
24W2
14
25W1
16
25W2
16
0
Higher price
24W1
-
24W2
28 ↑
25W1
27 ↑
25W2
12
▼ 15
Raw data table
24W1
24W2
25W1
25W2
A rich heritage and legacy in brand, craftsmanship, etc.
-
24
25
38 ↑
Collectable piece / worth investment – its value will not depreciate or may even appreciate
-
24
22
33 ↑
Unparalleled quality and craftsmanship
-
40 ↑
31
32
Things or experiences that will bring positive emotions to me
-
26
36 ↑
31
Goods or experiences that are scarce or difficult to obtain
-
19
22
19
A sense of pampering and indulgence
-
26
21
19
A famous designer / creator
-
14
16
16
Higher price
-
28 ↑
27 ↑
12
Observations
Heritage and legacy rise to 38% ↑ from 25%, up 13pp. This is the biggest gain in how luxury is defined.
Collectable/investment value rises to 33% ↑ from 22%, up 11pp. Luxury is increasingly seen as an asset.
Unparalleled quality stays at 32% and remains a core part of the definition.
Higher price falls sharply to 12% from 27% ↑. A high price alone no longer defines luxury.
Positive emotions fall to 31% from 36% ↑, while collectable/investment value rises.
Q.59
Drivers for Luxury
What is the most important factor that drove you to purchase from luxury brands for yourself to use in the past 1 year?
BASE · Among Gen Z (15-29) who bought luxury in the past year | Single Answer | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
To reward myself
24W1
-
24W2
20
25W1
19
25W2
19
0
Exquisite design and quality
24W1
-
24W2
12
25W1
13
25W2
15
▲ 2
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
24W1
-
24W2
10
25W1
9
25W2
11
▲ 2
As an investment that may appreciate in value over time
24W1
-
24W2
9
25W1
5
25W2
10
▲ 5
To make me feel special (that I’m enjoying something that are somewhat exclusive)
24W1
-
24W2
11
25W1
14
25W2
10
▼ 4
To treat myself well
24W1
-
24W2
9
25W1
8
25W2
10
▲ 2
To mark my success
24W1
-
24W2
8
25W1
6
25W2
8
▲ 2
To express my individuality
24W1
-
24W2
14 ↑
25W1
14 ↑
25W2
7
▼ 7
To show that I’m discerning
24W1
-
24W2
8
25W1
12
25W2
6
▼ 6
To gain respect
24W1
-
24W2
-
25W1
-
25W2
3 ↑
Raw data table
24W1
24W2
25W1
25W2
To reward myself
-
20
19
19
Exquisite design and quality
-
12
13
15
To celebrate a special occasion (e.g. anniversary/birthday, promotion, special milestones)
-
10
9
11
As an investment that may appreciate in value over time
-
9
5
10
To make me feel special (that I’m enjoying something that are somewhat exclusive)
-
11
14
10
To treat myself well
-
9
8
10
To mark my success
-
8
6
8
To express my individuality
-
14 ↑
14 ↑
7
To show that I’m discerning
-
8
12
6
To gain respect
-
-
-
3 ↑
Observations
Self-reward stays top at 19%, stable across all three waves with data.
Investment and appreciation rise to 10% from 5%, doubling. Financial reasons for buying luxury are growing.
Exquisite design/quality rises to 15% from 13%. More people buy for the quality of the item itself.
Self-expression falls to 7% from 14% ↑. Fewer use luxury to show who they are.
Showing they are discerning falls to 6% from 12%, and feeling special to 10% from 14%.
Section
Needs / Considerations
China
Q.60
Food and Beverages
What are your main considerations when purchasing food and beverages? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought food or beverage in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Brings me excitement and enjoyment
24W1
54
24W2
50
25W1
52
25W2
55
▲ 3
Good value for the money
24W1
49
24W2
55
25W1
47
25W2
53
▲ 6
Shows that I have good taste
24W1
38
24W2
37
25W1
45
25W2
42
▼ 3
It helps me contribute to sustainability (e.g. packaging, minimum waste)
24W1
42
24W2
40
25W1
37
25W2
34
▼ 3
I resonate with the value of the brand
24W1
35
24W2
39
25W1
39
25W2
33
▼ 6
Support local community
24W1
29
24W2
35 ↑
25W1
32
25W2
25
▼ 7
Helps me fit in or to be part of a community
24W1
26
24W2
29 ↑
25W1
32 ↑
25W2
20
▼ 12
It can be a conversation piece
24W1
24
24W2
21
25W1
30 ↑
25W2
18
▼ 12
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
28 ↑
24W2
25 ↑
25W1
24 ↑
25W2
15
▼ 9
Functional
24W1
88 ↑
24W2
87 ↑
25W1
80
25W2
91 ↑
▲ 11
Rich in nutrition
24W1
50
24W2
52
25W1
50
25W2
63 ↑
▲ 13
Clean and healthy (e.g. minimum additives, non-GMO)
24W1
54
24W2
51
25W1
46
25W2
57 ↑
▲ 11
Organic ingredients
24W1
40
24W2
35
25W1
37
25W2
43 ↑
▲ 6
Simplify food preparation / save time
24W1
32
24W2
32
25W1
28
25W2
43 ↑
▲ 15
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Brings me excitement and enjoyment
54
50
52
55
Good value for the money
49
55
47
53
Shows that I have good taste
38
37
45
42
It helps me contribute to sustainability (e.g. packaging, minimum waste)
42
40
37
34
I resonate with the value of the brand
35
39
39
33
Support local community
29
35 ↑
32
25
Helps me fit in or to be part of a community
26
29 ↑
32 ↑
20
It can be a conversation piece
24
21
30 ↑
18
KOL/influencer endorsed or recommended (on social media or live streaming)
28 ↑
25 ↑
24 ↑
15
Functional
88 ↑
87 ↑
80
91 ↑
Rich in nutrition
50
52
50
63 ↑
Clean and healthy (e.g. minimum additives, non-GMO)
54
51
46
57 ↑
Organic ingredients
40
35
37
43 ↑
Simplify food preparation / save time
32
32
28
43 ↑
Observations
Functional considerations reach 91% ↑, up 11pp from 25W1. Function matters more than in any earlier wave.
Nutrition reaches 63% ↑ from 50%, clean/healthy 57% ↑ from 46% and organic 43% ↑ from 37%. All three health factors rise together.
Time-saving preparation rises to 43% ↑ from 28%, up 15pp. Convenience is becoming a major factor in buying.
KOL endorsement falls to 15% from 24% ↑, one of the larger drops among emotional drivers.
Fitting in falls to 20% from 32% ↑, and conversation-piece to 18% from 30% ↑. Social reasons for buying are weakening.
Q.61
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought alcohol in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Shows that I have good taste
24W1
54
24W2
61
25W1
68
25W2
62
▼ 6
Good value for money
24W1
51
24W2
67 ↑
25W1
52
25W2
51
▼ 1
I resonate with the lifestyle values of the brand or the product concept
24W1
49
24W2
51
25W1
50
25W2
49
▼ 1
Its value maintains over time / Collectable
24W1
43
24W2
39
25W1
64 ↑
25W2
36
▼ 28
Helps me fit in or to be part of a community
24W1
41
24W2
39
25W1
32
25W2
33
▲ 1
It can be a conversation piece
24W1
21
24W2
28
25W1
34
25W2
28
▼ 6
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
40 ↑
24W2
32
25W1
30
25W2
21
▼ 9
Function/performance related
24W1
94
24W2
94
25W1
92
25W2
91
▼ 1
It’s made of high-quality ingredients and process, and comes from the best origins
24W1
54
24W2
51
25W1
46
25W2
69 ↑
▲ 23
Authentic taste of its origin
24W1
65
24W2
58
25W1
52
25W2
62
▲ 10
Can be easily mixed with other ingredients to create new drinks
24W1
48
24W2
47
25W1
48
25W2
58
▲ 10
Good for gifting
24W1
35
24W2
28
25W1
24
25W2
31
▲ 7
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Shows that I have good taste
54
61
68
62
Good value for money
51
67 ↑
52
51
I resonate with the lifestyle values of the brand or the product concept
49
51
50
49
Its value maintains over time / Collectable
43
39
64 ↑
36
Helps me fit in or to be part of a community
41
39
32
33
It can be a conversation piece
21
28
34
28
KOL/influencer endorsed or recommended (on social media or live streaming)
40 ↑
32
30
21
Function/performance related
94
94
92
91
It’s made of high-quality ingredients and process, and comes from the best origins
54
51
46
69 ↑
Authentic taste of its origin
65
58
52
62
Can be easily mixed with other ingredients to create new drinks
48
47
48
58
Good for gifting
35
28
24
31
Observations
High-quality ingredients and origin rises to 69% ↑ from 46%, up 23pp. This is the biggest rise in any consideration.
Authentic taste of origin reaches 62% from 52%. Authenticity matters more.
Mixability rises to 58% from 48%. Versatility counts for more in drinkers' choices.
KOL endorsement falls to 21% from 30%, and collectable value to 36% from 64% ↑. Social and speculative reasons are fading.
Good value for money stays at 51%.
Q.62
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought footwear in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100 ↑
24W2
99
25W1
99
25W2
97
▼ 2
Good value for the money
24W1
48
24W2
46
25W1
50
25W2
51
▲ 1
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
31
24W2
39
25W1
35
25W2
37
▲ 2
Makes me look youthful / young
24W1
37
24W2
29
25W1
34
25W2
36
▲ 2
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
24W1
28
24W2
30
25W1
33
25W2
27
▼ 6
Lets me customize
24W1
25
24W2
27
25W1
26
25W2
21
▼ 5
Helps me fit in or to be part of a community
24W1
24
24W2
20
25W1
30 ↑
25W2
20
▼ 10
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
21
24W2
24
25W1
26 ↑
25W2
18
▼ 8
Limited edition – it’s rare and owned by few people
24W1
21
24W2
19
25W1
27 ↑
25W2
15
▼ 12
Its value maintains over time / Collectable
24W1
24 ↑
24W2
22
25W1
20
25W2
14
▼ 6
It can be a conversation piece
24W1
19
24W2
17
25W1
26 ↑
25W2
14
▼ 12
Looks expensive
24W1
17 ↑
24W2
15
25W1
16
25W2
10
▼ 6
Function/performance related
24W1
90
24W2
96 ↑
25W1
88
25W2
96 ↑
▲ 8
Comfortable to wear all day
24W1
56
24W2
51
25W1
47
25W2
63 ↑
▲ 16
Versatile – good for everyday living (work, school, going out) and doing sports
24W1
47
24W2
46
25W1
41
25W2
52 ↑
▲ 11
It’s classic and does not go out of date easily
24W1
41 ↑
24W2
39
25W1
32
25W2
44 ↑
▲ 12
Latest / popular style and elements
24W1
32
24W2
43 ↑
25W1
40
25W2
44 ↑
▲ 4
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
24W1
29 ↑
24W2
31 ↑
25W1
19
25W2
35 ↑
▲ 16
Raw data table
24W1
24W2
25W1
25W2
Emotional
100 ↑
99
99
97
Good value for the money
48
46
50
51
I resonate with the sport / lifestyle / aesthetic values of the brand
31
39
35
37
Makes me look youthful / young
37
29
34
36
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
28
30
33
27
Lets me customize
25
27
26
21
Helps me fit in or to be part of a community
24
20
30 ↑
20
KOL/influencer endorsed or recommended (on social media or live streaming)
21
24
26 ↑
18
Limited edition – it’s rare and owned by few people
21
19
27 ↑
15
Its value maintains over time / Collectable
24 ↑
22
20
14
It can be a conversation piece
19
17
26 ↑
14
Looks expensive
17 ↑
15
16
10
Function/performance related
90
96 ↑
88
96 ↑
Comfortable to wear all day
56
51
47
63 ↑
Versatile – good for everyday living (work, school, going out) and doing sports
47
46
41
52 ↑
It’s classic and does not go out of date easily
41 ↑
39
32
44 ↑
Latest / popular style and elements
32
43 ↑
40
44 ↑
Basic weather and outdoor technology and function (e.g. water proof, anti-tear)
29 ↑
31 ↑
19
35 ↑
Observations
All-day comfort rises to 63% ↑ from 47%, up 16pp. Everyday wearability matters most.
Versatility reaches 52% ↑ from 41%, up 11pp, and classic/timeless 44% ↑ from 32%. Practical factors are getting stronger.
Latest style reaches 44% ↑, alongside timelessness. Gen Z want shoes that are both practical and new.
Limited edition falls to 15% from 27% ↑, conversation-piece to 14% from 26% ↑ and looks-expensive to 10% from 16%. Rarity and status matter less.
KOL endorsement falls to 18% from 26% ↑, and fit-in to 20% from 30% ↑. Social drivers are weakening.
Q.63
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought clothes in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
99
24W2
99
25W1
100
25W2
99
▼ 1
Good value for the money
24W1
45
24W2
44
25W1
46
25W2
53
▲ 7
I resonate with the sport / lifestyle / aesthetic values of the brand
24W1
31
24W2
35
25W1
36
25W2
38
▲ 2
Makes me look youthful / young
24W1
36
24W2
39
25W1
36
25W2
36
0
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
24W1
26
24W2
24
25W1
31
25W2
29
▼ 2
Let’s me customize
24W1
24
24W2
26
25W1
28
25W2
22
▼ 6
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
24
24W2
25
25W1
23
25W2
20
▼ 3
Helps me fit in or to be part of a community
24W1
21
24W2
24
25W1
30 ↑
25W2
20
▼ 10
Its value maintains over time / Collectable
24W1
26 ↑
24W2
17
25W1
29 ↑
25W2
16
▼ 13
Limited edition – it’s rare and owned by few people
24W1
23 ↑
24W2
16
25W1
25 ↑
25W2
13
▼ 12
It can be a conversation piece
24W1
20 ↑
24W2
17
25W1
22 ↑
25W2
13
▼ 9
Looks expensive
24W1
16 ↑
24W2
16 ↑
25W1
23 ↑
25W2
7
▼ 16
Function/performance related
24W1
91 ↑
24W2
94 ↑
25W1
85
25W2
94 ↑
▲ 9
Versatile – good for everyday living and doing sports
24W1
45
24W2
51 ↑
25W1
38
25W2
52 ↑
▲ 14
It’s classic and does not go out of date easily
24W1
42 ↑
24W2
41 ↑
25W1
29
25W2
46 ↑
▲ 17
Latest / popular style and elements
24W1
43
24W2
41
25W1
36
25W2
45 ↑
▲ 9
Basic weather and outdoor technology and function
24W1
24
24W2
28
25W1
23
25W2
32 ↑
▲ 9
Comfortable to wear all day
24W1
54 ↑
24W2
55 ↑
25W1
45
25W2
59 ↑
▲ 14
Raw data table
24W1
24W2
25W1
25W2
Emotional
99
99
100
99
Good value for the money
45
44
46
53
I resonate with the sport / lifestyle / aesthetic values of the brand
31
35
36
38
Makes me look youthful / young
36
39
36
36
It helps me contribute to sustainability (e.g. recycled material, simple packaging)
26
24
31
29
Let’s me customize
24
26
28
22
KOL/influencer endorsed or recommended (on social media or live streaming)
24
25
23
20
Helps me fit in or to be part of a community
21
24
30 ↑
20
Its value maintains over time / Collectable
26 ↑
17
29 ↑
16
Limited edition – it’s rare and owned by few people
23 ↑
16
25 ↑
13
It can be a conversation piece
20 ↑
17
22 ↑
13
Looks expensive
16 ↑
16 ↑
23 ↑
7
Function/performance related
91 ↑
94 ↑
85
94 ↑
Versatile – good for everyday living and doing sports
45
51 ↑
38
52 ↑
It’s classic and does not go out of date easily
42 ↑
41 ↑
29
46 ↑
Latest / popular style and elements
43
41
36
45 ↑
Basic weather and outdoor technology and function
24
28
23
32 ↑
Comfortable to wear all day
54 ↑
55 ↑
45
59 ↑
Observations
Classic/timeless rises to 46% ↑ from 29%, up 17pp. This is the biggest shift in apparel, towards clothes that last.
Comfort (59% ↑) leads the practical considerations, ahead of versatility at 52% ↑. Value for money is at 53%.
Looks-expensive falls sharply to 7% from 23% ↑, a drop of 16pp. It is the largest fall among apparel considerations.
Limited edition falls to 13% from 25% ↑, and collectable value to 16% from 29% ↑. Rarity matters less when buying.
Fit-in falls to 20% from 30% ↑, and KOL endorsement to 20% from 23%. The wish to conform is weaker.
Q.64
Beauty
What are your main considerations when purchasing skincare/haircare/makeup products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought beauty products in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Good value for money
24W1
46
24W2
48
25W1
51
25W2
51
0
Makes me look/feel young/youthful
24W1
44
24W2
42
25W1
44
25W2
42
▼ 2
I resonate with the aesthetic values of the brand/product
24W1
39
24W2
40
25W1
40
25W2
42
▲ 2
I resonate with the lifestyle created by the brand/product
24W1
-
24W2
-
25W1
-
25W2
42 ↑
It looks like a collectible piece of art
24W1
39
24W2
46 ↑
25W1
44
25W2
37
▼ 7
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
24
24W2
28
25W1
23
25W2
27
▲ 4
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
24W1
31 ↑
24W2
35 ↑
25W1
27
25W2
23
▼ 4
Helps me fit in or to be part of a community
24W1
28
24W2
30
25W1
24
25W2
23
▼ 1
Makes me feel rich
24W1
19
24W2
18
25W1
22
25W2
17
▼ 5
It can be a conversation piece
24W1
22 ↑
24W2
20
25W1
25 ↑
25W2
14
▼ 11
It’s rare and owned by few people
24W1
18
24W2
20
25W1
23 ↑
25W2
14
▼ 9
Functional
24W1
94
24W2
91
25W1
90
25W2
89
▼ 1
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
24W1
55
24W2
61
25W1
55
25W2
64 ↑
▲ 9
Simpler skincare/haircare/makeup steps to save time
24W1
45 ↑
24W2
36
25W1
36
25W2
42
▲ 6
Gender specific
24W1
30
24W2
30
25W1
35 ↑
25W2
27
▼ 8
Lets me customize
24W1
32 ↑
24W2
27
25W1
27
25W2
23
▼ 4
It employs the most advanced technology & high-tech ingredients
24W1
27 ↑
24W2
19
25W1
23 ↑
25W2
13
▼ 10
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Good value for money
46
48
51
51
Makes me look/feel young/youthful
44
42
44
42
I resonate with the aesthetic values of the brand/product
39
40
40
42
I resonate with the lifestyle created by the brand/product
-
-
-
42 ↑
It looks like a collectible piece of art
39
46 ↑
44
37
KOL/influencer endorsed or recommended (on social media or live streaming)
24
28
23
27
It helps me contribute to sustainability (e.g., refillable or recyclable jar)
31 ↑
35 ↑
27
23
Helps me fit in or to be part of a community
28
30
24
23
Makes me feel rich
19
18
22
17
It can be a conversation piece
22 ↑
20
25 ↑
14
It’s rare and owned by few people
18
20
23 ↑
14
Functional
94
91
90
89
Its ingredients are natural and feel clean (e.g., extracted from botanical or marine ingredients)
55
61
55
64 ↑
Simpler skincare/haircare/makeup steps to save time
45 ↑
36
36
42
Gender specific
30
30
35 ↑
27
Lets me customize
32 ↑
27
27
23
It employs the most advanced technology & high-tech ingredients
27 ↑
19
23 ↑
13
Observations
Natural/clean ingredients lead at 64% ↑, up 9pp, and are the top functional driver.
Simple steps/time-saving rises to 42% from 36%. Efficiency matters more.
Lifestyle resonance appears at 42%, a new driver alongside aesthetic resonance.
Conversation-piece falls to 14% from 25% ↑, and rare/owned-by-few to 14% from 23% ↑. Rarity matters less.
Advanced technology/ingredients falls to 13% from 23%, reversing the earlier focus on technology in beauty.
Q.65
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) who bought tech products in the past 6 months | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Makes it easier and more convenient to enjoy my life
24W1
63 ↑
24W2
52
25W1
52
25W2
60
▲ 8
Feel my privacy/data security is well protected
24W1
47
24W2
50
25W1
45
25W2
48
▲ 3
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
24W1
31
24W2
43 ↑
25W1
40
25W2
46 ↑
▲ 6
I resonate with the value of the brand
24W1
47
24W2
39
25W1
48
25W2
45
▼ 3
Brands that show strong support of sustainability
24W1
49 ↑
24W2
41
25W1
43
25W2
35
▼ 8
Its value maintains over time / Collectable
24W1
26
24W2
27
25W1
30
25W2
27
▼ 3
Helps me fit in or to be part of a community
24W1
31
24W2
26
25W1
33 ↑
25W2
23
▼ 10
It can be a conversation piece
24W1
23
24W2
23
25W1
23
25W2
19
▼ 4
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
22
24W2
27 ↑
25W1
33 ↑
25W2
18
▼ 15
Functional
24W1
89
24W2
90
25W1
88
25W2
90
▲ 2
Can boost productivity
24W1
48
24W2
51
25W1
44
25W2
61 ↑
▲ 17
Latest or most advanced technology
24W1
49
24W2
47
25W1
44
25W2
58 ↑
▲ 14
Easy to use
24W1
36
24W2
40
25W1
35
25W2
39
▲ 4
Lets me customize
24W1
28
24W2
34 ↑
25W1
31
25W2
23
▼ 8
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Makes it easier and more convenient to enjoy my life
63 ↑
52
52
60
Feel my privacy/data security is well protected
47
50
45
48
A tool to take better care of myself, e.g. help me to have a healthier life style/habits
31
43 ↑
40
46 ↑
I resonate with the value of the brand
47
39
48
45
Brands that show strong support of sustainability
49 ↑
41
43
35
Its value maintains over time / Collectable
26
27
30
27
Helps me fit in or to be part of a community
31
26
33 ↑
23
It can be a conversation piece
23
23
23
19
KOL/influencer endorsed or recommended (on social media or live streaming)
22
27 ↑
33 ↑
18
Functional
89
90
88
90
Can boost productivity
48
51
44
61 ↑
Latest or most advanced technology
49
47
44
58 ↑
Easy to use
36
40
35
39
Lets me customize
28
34 ↑
31
23
Observations
Can-boost-productivity rises to 61% ↑ from 44%, up 17pp. Productivity replaces convenience as the top driver.
Latest/advanced technology reaches 58% ↑ from 44%, up 14pp. Interest in new technology is growing.
Convenience of daily life rises to 60% from 52%, and remains a top emotional consideration.
Use as a health tool rises to 46% ↑ from 40%, back above its 24W2 level.
KOL endorsement falls to 18% from 33% ↑, and fit-in to 23% from 33% ↑. Social drivers fall sharply.
Q.66
Luxury
BASE · Among Gen Z (15-29) interested in luxury
What are your main considerations when purchasing Luxury products or experience? Please choose 5 most important considerations.
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Emotional
24W1
100
24W2
100
25W1
100
25W2
100
0
Shows that I’m trendy and stylish
24W1
45
24W2
48
25W1
52
25W2
52
0
I resonate with the values and lifestyles expressed by the brand
24W1
44
24W2
38
25W1
48 ↑
25W2
48 ↑
0
Its value maintains over time / Collectable
24W1
40
24W2
41
25W1
37
25W2
41
▲ 4
Feel indulged (the shopping experience, how people treat me)
24W1
31
24W2
32
25W1
33
25W2
40 ↑
▲ 7
Brands that show strong support of sustainability / It helps me contribute to sustainability
24W1
36
24W2
34
25W1
35
25W2
37
▲ 2
Helps me fit in or to be part of a community
24W1
30
24W2
30
25W1
36
25W2
30
▼ 6
Helps me stand out or feel different
24W1
32
24W2
35
25W1
28
25W2
30
▲ 2
It can be a conversation piece
24W1
24
24W2
25
25W1
24
25W2
24
0
KOL/influencer endorsed or recommended (on social media or live streaming)
24W1
28
24W2
29
25W1
31 ↑
25W2
22
▼ 9
It’s rare and owned by few people
24W1
26
24W2
28
25W1
24
25W2
21
▼ 3
Makes me feel rich
24W1
25 ↑
24W2
31 ↑
25W1
25 ↑
25W2
16
▼ 9
Functional
24W1
81
24W2
81
25W1
78
25W2
82
▲ 4
Its style does not go out of date easily
24W1
44
24W2
38
25W1
40
25W2
48 ↑
▲ 8
I can wear them for many occasions/ activities/ looks
24W1
41
24W2
40
25W1
39
25W2
43
▲ 4
Durable and can be used for a long time
24W1
39
24W2
36
25W1
31
25W2
33
▲ 2
Looks expensive
24W1
15
24W2
16
25W1
16
25W2
15
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Emotional
100
100
100
100
Shows that I’m trendy and stylish
45
48
52
52
I resonate with the values and lifestyles expressed by the brand
44
38
48 ↑
48 ↑
Its value maintains over time / Collectable
40
41
37
41
Feel indulged (the shopping experience, how people treat me)
31
32
33
40 ↑
Brands that show strong support of sustainability / It helps me contribute to sustainability
36
34
35
37
Helps me fit in or to be part of a community
30
30
36
30
Helps me stand out or feel different
32
35
28
30
It can be a conversation piece
24
25
24
24
KOL/influencer endorsed or recommended (on social media or live streaming)
28
29
31 ↑
22
It’s rare and owned by few people
26
28
24
21
Makes me feel rich
25 ↑
31 ↑
25 ↑
16
Functional
81
81
78
82
Its style does not go out of date easily
44
38
40
48 ↑
I can wear them for many occasions/ activities/ looks
41
40
39
43
Durable and can be used for a long time
39
36
31
33
Looks expensive
15
16
16
15
Observations
Classic/timeless style rises to 48% ↑ from 40%, the largest shift among functional factors.
Indulgent shopping experience rises to 40% ↑ from 33%, up 7pp. The quality of the experience matters more than how rare the product is.
Values/lifestyle resonance stays high at 48% ↑. Gen Z buy luxury that means something to them.
"Makes me feel rich" falls sharply to 16% from 25% ↑ at 25W1. It is the lowest level in the tracker.
KOL endorsement falls to 22% from 31% ↑, and rare-and-owned-by-few to 21% from 24%. Rarity and influencers matter less.
Q.67
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) interested in cars | Answer Selections = 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Functional
24W1
99 ↑
24W2
100 ↑
25W1
98 ↑
25W2
93
▼ 5
Durable, reliable and requires minimum repair
24W1
43
24W2
43
25W1
40
25W2
51 ↑
▲ 11
Comfortable interior design with high quality
24W1
41
24W2
41
25W1
38
25W2
44
▲ 6
Safety features of the car
24W1
39
24W2
36
25W1
38
25W2
40
▲ 2
Self-driving features/driverless technology, e.g. adaptive cruise control, lane keeping assist, parking assist, full
24W1
39
24W2
39
25W1
32
25W2
37
▲ 5
Easy access to excellent service and after-sale support