BASE · Among Gen Z (15-29) | Response in % | Note: ↑ indicates the higher % of this group is statistically significant; 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
US Gen Z shows the highest increase in trust (41%) – significantly higher than all other markets, suggesting either stronger platform engagement or successful rebuilding of trust after previous controversies.
Korea and Japan Gen Z are the most skeptical – 45% and 46% trust social media less, reflecting growing concerns about misinformation, algorithmic manipulation, or platform credibility in these markets.
China Gen Z shows the most balanced sentiment – roughly one-third in each category (28% more, 38% less, 35% no change), indicating divided opinions possibly shaped by diverse platform ecosystems and varying user experiences.
About 1 in 4 US Gen Z report no change, the lowest among all markets, suggesting more dynamic shifts in how young Americans engage with and perceive social platforms.
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
Food remains the universal baseline across all markets – 34% in China and US, 38% in Japan – reflecting its fundamental role as both necessity and comfort.
US Gen Z is significantly more protective of healthcare (20%) – nearly double Korea (14%) and higher than Japan (15%), highlighting the precarious nature of US healthcare access and its perceived value.
China Gen Z prioritizes beauty (12%) more than other markets – maintaining aesthetic investment even under economic pressure, consistent with cultural emphasis on appearance and self-presentation.
Japan Gen Z values experiences (21%) – the highest across all markets, suggesting that experiential consumption (travel, concerts) holds deep cultural and emotional significance.
Korea Gen Z holds firm on alcohol (17%) – significantly higher than all other markets.
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
China Gen Z shows the greatest resilience – 32% report no behavior change, double the rate in US (16%) and triple Korea/Japan (10%, 14%), possibly indicating delayed inflation impact, and different spending patterns. China Gen Z also would rather cut down non-essentials (36%) rather than cheaper substitutions – making conditional concessions.
Korea and Japan Gen Z are the most price-reactive, 1 in 3 looking for cheaper alternatives, showing active trading-down behavior in response to economic pressures.
US Gen Z is also shifting behavior – 1 in 3 seeking cheaper alternatives and 1 in 4 buying less overall, indicating widespread adaptation to sustained cost-of-living concerns.
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
Japan Gen Z is the most anxious (36%) about global conflicts and economic tensions, reflecting Japan's economic vulnerabilities and geopolitical position.
China Gen Z is the most motivated to stay informed (52%) – suggesting a wait-and-see mindset.
China and US Gen Z show relatively higher indifference (29% and 25%) compared to Korea (17%) and Japan (16%), though for potentially different reasons – China may feel insulated by domestic narratives, while US youth may experience information fatigue.
About 1 in 8 to 1 in 6 across all markets feel numb – showing that information overload and emotional exhaustion are universal challenges for young consumers.
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
Saving is remarkably consistent across all markets – 1 in 3 prioritize saving – showing a universal baseline of financial caution among Gen Z globally.
Chinese Gen Z distinctively prioritizes spending on things that bring joy (40%), a lifestyle-first mindset even amid uncertainty.
US Gen Z uniquely prioritizes supporting family (25%). This could reflect an independent and family-oriented culture, as well as the high cost of living in the US for Gen Z (childcare, healthcare, etc.).
Korean Gen Z is the most investment-focused (24%), indicating stronger belief in wealth-building through markets despite economic headwinds.
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 feel like luxury to China (44%) and Korea (43%) – elevated everyday essentials represent aspiration in these markets.
Japan Gen Z uniquely values travel as luxury (34%), possibly reflecting pent-up desire for experiences after economic stagnation – this aligns with experiences being their non-negotiables.
Having no financial anxiety is the ultimate luxury for China and US Gen Z (27% each) – significantly higher than Korea (15%), revealing that psychological peace around money feels increasingly unattainable.
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
China and US Gen Z are the most optimistic.
Japan Gen Z is the most pessimistic (26%) – significantly higher than all other markets, reflecting decades of economic stagnation and limited growth prospects.
Korea Gen Z shows a concerning 1 in 5 pessimistic (20%), combined with 33% neutral, suggesting cautious skepticism about economic mobility.
Within optimism, there are differences – US and China lead in "very optimistic," while Japan leads in "cautiously hopeful (35%)," showing more hedged expectations.
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
Stability & benefits is the consistent across all 4 markets.
Key distinctions are in Mission and purpose, uniquely pursued by US Gen Z vs. Salary and growth potential – prioritized by China and Korea Gen Z, pragmatic focus on financial advancement and career trajectory.
Overall Gen Z in US show more balanced values in what they pursue in a job. Gen Z in Asia are more driven by practicality / lifestyle rather than ideology.
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
Significantly more China and Japan Gen Z are less familiar to this topic.
Most Gen Z across 4 markets agree GLP-1 meds somehow impact the society one way or the other.
Almost 1 in 2 US Gen Z and over 1 in 3 Korea Gen Z see it impacting their society negatively
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, Etherium, etc.)?
Again, China and Japan show highest humility / lowest familiarity among 4 markets.
Across markets, most Gen Z don’t see alternative finance as a lack of faith in conventional / institutional finance system (across markets <20%). Instead, they see this trend as people’s positive / optimistic response to what’s offered in the financial market (20%-31%).
Nearly 2 in 10 US Gen Z cite social media influence, showing the power of crypto influencers and viral investment content in American digital culture
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
Over 90% Gen Z in each market acknowledges there is long-term threat to humanity. Geopolitics and concentrated authority ranked consistently highest / high across 4 markets.
Additionally, Gen Z in Asia see climate change as a big threat.
And Korea Gen Z see technology and economic system as the biggest threat, showing real anxieties about automation and systemic economic vulnerabilities.
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
Very few Gen Z would avoid such content (the algorithm has successfully surfaced it), and most of them are familiar with it.
Among those who are familiar, 3 or 4 in 10 holds a balanced view, highest in Korea, while most of them see it positively, particularly among China Gen Z, suggesting these perspectives fill a perceived gap in cultural discourse.
Japan Gen Z has low familiarity – either less algorithmic promotion or less cultural resonance of these creators.
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
Across markets, most Gen Z sees singledom as a positive or normal lifestyle, particularly in China and Korea.
Significantly more US Gen Z recognize the negative side of navigating single life, although a lower proportion compared to more positive views.
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
China and Japan Gen Z continue to be most cautions when predicting future impact.
Korea Gen Z shows a most pessimistic view towards AI – 1 in 3 believes AI may replace job – consistent with their prediction of AI being the biggest threat to humanity.
China Gen Z appears to be most optimistic about AI – about 1.4 in 10 see it as a threat to their future jobs – also reflecting their belief in adaptation rather than displacement.
US Gen Z is split between job creation and replacement, showing divided opinions on whether AI is net positive or negative for employment.
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
Globally, Gen Z believes ultra-rich individuals should give more to the society (about 1 in 3, particularly in China and US).
The rest of opinions are divided among acceptance, disappointment with the social/financial system, an outcome of innovation, or feeling distant to this topic.
Significantly more China Gen Z is more likely to see their wealth as an outcome of innovation – showing acceptance of tech entrepreneurship narratives or wealth creation.
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
The majority of Gen Z globally hasn’t lost faith in global institutions.
US Gen Z prioritizes human wellbeing and basic needs – showing more humanitarian-focused global outlook – as important as economic security, which ranks top priority among China and Korea Gen Z.
Japan Gen Z prioritizes geopolitical stability among all aspects.
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
Globally, AI content is consistently seen as a top force defining pop culture
Particularly among China Gen Z who believes AI-created content will dominate, showing China’s aggressive AI development and cultural openness to synthetic content
US Gen Z sees creator-led platforms as most influential. This reflects the dominance of American creator economy
US and Korea Gen Z values both AI content and streaming entertainment, which shows their position as tech innovator and cultural content exporter in both markets
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
Across 4 markets, degree/diploma is seen as least important giving people the advantage in starting / changing career – a universal shift away from credentialism towards demonstrated capabilities.
China Gen Z equally holds on to both tradition (connections) as well as the latest technology.
US and Japan Gen Z appear to be most old-school – still believing skills, connections and experience.
Korea (and China) Gen Z are quick to adapt to the latest development – AI/Tech and related experience – a more nuanced, context-dependent view of success factors.
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
Overall, high agreement across all statements (60-93%), suggesting Chinese Gen Z holds strong, confident perspectives across most life dimensions.
We see standout surge in 25W2 – sharp rebound this wave across nearly every dimension after a dip in the last wave. This may reflect a seasonal effect – end of 2025 and the beginning of a new year – Chinese Gen Z feel optimistic and holds a positive orientation. Such strong surge is not observed among Millennials (30-43 y.o.) and Gen X (44-50 y.o.).
Wellbeing and emotional health remain a top priority. At 93% in 25W2, self-care is the single highest-scoring statement in the entire dataset.
Security and stability remain core. Material stability (84%) and belonging to a community (88%) score very high, suggesting a strong appeal of wanting safety, roots, and reliability. However, stability over new excitement (70%) still scores rather high, indicating meaning they want financial security, but not necessarily a boring life.
“Lying flat” is showing a declining trend (70% -> 70% -> 60% -> 65%). This is one of the few statements that did not rebound strongly this wave, suggesting the passive resistance narrative may be losing its grip or at least its self-identification with it.
“Fitting in rather than standing out” score the lowest this wave, and shows a declining trend. This is notable given the high belonging and community scores – this may mean Chinese Gen Z wants to belong but on their own terms instead of by conforming.
Fun, outdoors, and new excitement are surging together. This cluster suggests an experiential, present-oriented mindset is becoming more pronounced.
In summary, Chinese Gen Z can be characterized as ambitious while maintaining security, emotionally self-aware, experience-hungry, community-oriented but individually expressive and optimistic. They moved past the lying flat fatalism and is leaning into life with renewed energy.
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
Below are some descriptions of what success could look like. Can you please choose 3 descriptions that can best describe your view of success?
The fastest growing definition is autonomy. Other top success worldview are independence, personal growth, and authenticity. This suggests that for Chinese Gen Z, growth and success are most meaningful when it is self-directed, on their own terms, and identity-rooted.
External impact shows a consistent declining trend – world-changing is not central to how most of they define personal success. The focus is inward.
Work and school fulfillment holds steady – 1 in 3 Chinese Gen Z define personal success through this lens, but this is not a primary perspective.
In summary, Chinese Gen Z’s evolving definition of success can be captured by: autonomous, self-accepting, and growth-oriented, pulling away from externally validated success (impact, recognition, community-building) and moving to a more personal, internally defined version.
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.)
Overall, we see the top topics all spike this wave while many mid-to-lower topics decline or flatline. Chinese Gen Z’s attention is consolidating around fewer, bigger themes rather than spreading across range of interests. However, more data are needed to decide this is a clear trend rather than fluctuations.
AI and future technologies is the clear top topic, and is growing. For a generation entering the workforce during an AI inflection point, this makes intuitive sense. It’s both personally relevant and existentially significant.
Work-life balance and Fashion tie for second, showing Chinese Gen Z is simultaneously preoccupied with how they work and how they express themselves / their identity culturally.
International awareness shows a jump, possibly driven by geopolitical developments, but worth watching whether this continues.
Mental wellness interest remain steady. This does not contradict with their high agreement level with self-care (#1 agreed item). It may mean mental health has become normalized and internalized that it no longer feels like a topic to follow but a practice.
In summary, Chinese Gen Z’s topic landscape shows their attention is clustering around themes that feel personal and useful / practical.
Q.22
China Pride
When people talk about China pride 国民自豪感 / 中国骄傲 / 民族骄傲，what specifically do you associate with it?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Strong technology and manufacture power – commercial airplane designed and manufactured in China, internet industry, agricultural innovations
24W1
27
24W2
33 ↑
25W1
24
25W2
38 ↑
▲ 14
Historical depth and cultural heritage from thousands of years ago, e.g. the Great Wall, terra cotta warriors
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, history, civilization and hard power
Strong technology and history tie as the top aspects for China pride. Past and future, not the present middle ground of soft culture.
The surge on Technology is largely driven by Older Gen Z (33 -> 33 -> 31 -> 47%), likely fueled by achievements such as the C919 commercial aircraft entering service in this period.
However, compared with older consumers, hard power (technology, military, etc.) being the source of China pride is not as strong (~50% for older cohorts).
Political, economic and military strength is slowly rising. Although it’s never the top pride association, the quiet recovery may suggest a latent but real strand of geopolitically rooted national pride that activates under certain conditions (complex geopolitical conflicts/situations).
When reading these items together – technology, heritage, relics, military/politics, they point to a pride narrative built around China as a great and enduring civilization but also a world-leading innovator, showing a grand, epic perception.
Soft power
Traditional culture and arts, Chinese aesthetics, delicate traditional craftsmanship, Chinese art creation are all drifting downward. Traditional culture is becoming less central to Gen Z’s pride identity.
Food culture pride has cooled significantly. It probably is not grand enough compared to the civilizational and technological narratives now dominating.
Contemporary culture exports are also fading as pride source. This could be because global reception of Chinese culture exports remains mixed despite the global rise of Chinese consumer brands and pop culture.
Gen Z’s pride identity is consolidating around a powerful but selective narrative: an ancient civilization that has become a technological superpower. The main source of pride is China’s scale, depth, and capability rather than its charm and global likability.
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
Negative sentiment drops from its recent high in the past two waves. Simultaneously, positive sentiment holds firm at high level. Chinese Gen Z ended 2025 and entered 2026 in a noticeably better headspace.
Almost every negative emotion either holds flat or declines this wave.
Positivity remains stable – Gen Z maintains a consistently optimistic mood. But what is changing is the specific types of positivity:
The shift appears to be away from high-energy emotions and towards quieter, more settled ones.
Hopeful and content are rising. These are forward-looking and present-accepting emotions. This may mean Gen Z is not just feeling better, but feeling more settled and expectant, reflecting renewed confidence rather than just relief.
Energy, excitement, adventurous faded a little. This may show Chinese Gen Z’s positivity is maturing from excitable to equilibrium.
Neutral sentiment hovers around 30%. Eventful shows a small bounce back, coherent with the international events interest spike.
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 · Among Gen Z (15-29) | Single answer | Response in %
GENERATIONAL BREAKDOWN · CHINAZ · 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 · CHINAZ · 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
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 ↑
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
Overall, no single dominant win or pain point – suggesting Gen Z experiences wellbeing as fragmented and multidimensional rather than anchored to one life domain.
Physical health is the top of “going well” list – consistent with the priority data where it also led.
School is a unique Gen Z positive.
Mental health sits on both sides – 8% claim mental health is going well, while 8% claim it’s not going well – showing a polarized mental health reality within Gen Z.
Cost of living is Gen Z’s #1 pain point – the economic situation pressing up against their lifestyle aspirations.
Future planning is the 2nd biggest worry – this is coherent with cost of living – costs are high and future visibility is low.
Digital relationship tension is a Gen Z specific issue – an issue that they recognize but also hard to fight.
Gen Z’s life satisfaction portrait is one of cautious, distributed optimism under finance pressure. Their wins are real – physical health, education, mental wellness for many, but their pains are also significant: cost of living, future uncertainty, and digital friction are not easily solved by mindset alone.
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
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
Observations
Physical health is at the top of the priority list, signaling that bodily wellbeing is a non-negotiable anchor. And it aligns with the outdoor and active lifestyle interest seen in earlier data.
Personal development still holds strong but has softened a bit. This may suggest the intense self-improvement orientation of earlier waves is moderating into a more balanced perspective. Growth might be a less relentless pursuit and more as a natural byproduct of living well.
Work/life balance, Doing things that I myself like to do, Mental / Emotional health, Time with friends, Entertainment are a cluster of similar priority – these items together reflect a balance-seeking agenda, inward-facing and personal.
Items show a declining trend such as Travel, Being in nature, Community are either costly, outward-facing, or effort-intensive in a social sense.
All this shows a picture of a generation consolidating energy around the self as they navigate uncertain territories.
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
Digital contents dominate: about 4 in 10 Gen Z spend more time on social media – continuing to be the #1 activity for Gen Z.
Top 7 activities arguably are all solitary or self-directed.
Time with friends sits well below the top tier. This aligns with Chinese Gen Z’s future focus – Community building is of the lowest priority (only 12% Gen Z focus on it). (Digital social consumption feels social enough to satisfy some of relational belonging need without requiring in-person coordination.)
The magazine and newspaper reading has collapsed – continuous shift away from structured, editorial content toward algorithm-driven short-form consumption.
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) | 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 remains the anchor motivation throughout: Chinese Gen Z learns for the sake of becoming a better, more capable version.
Although the strongest motivation is internally driven, self-improvement is also a practical strategy: it’s for autonomy, self-reliance, and being prepared in an uncertain economic environment – possibly responding to tech layoff cycles, and limits of corporate employment.
Self-development is less about self-care or from external influence, but with strong and clear motivations and purposes.
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 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
Nearly 2 in 3 Chinese Gen Z cite happiness as a key driver, rising significantly, suggesting a shift toward prioritizing emotional fulfillment and joy.
Stress relief jumps from 34% to 45%, reflecting growing pressure from work and school environments that makes personal interests increasingly critical for well-being.
About half cite personal values alignment, indicating that authentic self-expression through hobbies has become central to identity.
Interestingly, the autonomy driver drops from 44% to 32%, suggesting a potential shift from independence-seeking to pleasure-seeking motivations.
About 4 in 10 see hobbies as a way to connect with like-minded people, reflecting the social dimension of personal interests.
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
Active health management and rest / recovery are the top activities. Coherent with their mindsets as well as future focus. Physical health is the key priority for Chinese Gen Z.
About 1 in 3 regularly socialize through dining and gatherings, though slightly below exercise, showing food-centric social bonding remains important.
Passive entertainment, entertainment, arts, and culture activities, remain consistent at 33-34%, suggesting stable consumption of movies, shows, and cultural content.
Travel, outdoors, sports are plateauing – these are settled lifestyle behaviors rather than emerging trends.
Self-development bounced back – consistent with the motivations data showing renewed energy around learning for autonomy and career building.
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 who exercise | 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 and biking are the top exercises – suggesting a low-barrier, accessible approach to fitness that fits urban lifestyles.
Solo gym workout, gym workout with trainer, group fitness exercises, either show stable level or declines.
Chinese Gen Z possibly is showing preference for low-pressure, lifestyle based movement – integrated into daily life, not scheduled, structured or performance-based. This may show they’re cost sensitive or prefers flexibility formats.
Meditation and healing activities engage about 1 in 6, indicating emerging but still niche interest in wellness-focused practices.
Q.31
Sports
Which specific sports activities do you engage in regularly in the past 6 months?
BASE · Among Gen Z who do sports | 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
Participation in mass / established sports is expanding. Among Gen Z who do sports, almost everyone is now engaging at least one mainstream sport.
Running surges dramatically. More than half of young sports participants now run. This likely shows running is becoming social identity. Running clubs are likely driving this. It is low cost, accessible, and easily measurable.
It connects to the walking surge above – also endurance-based, outdoor, low-equipment.
We see strong rebounds in basketball and soccer – showing renewed enthusiasm for popular team sports.
Declines in swimming, golf. They look like cost-heavy, facility-dependent, seasonal, and require equipment.
Participation in Emergent sports has declined sharply. This might be seasonal – requires tracking to see whether it’s a consolidated trend or seasonal fluctuations.
Snowsports participation is very limited – we would expect higher participation particularly inspired by the Winter Olympics. Could this reflect a gloomy economy this season?
Q.32
Outdoor Activities
What outdoor activities did you do regularly in the past 6 months?
BASE · Among Gen Z (15-29) | 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
Glamping
24W1
6
24W2
5
25W1
10 ↑
25W2
4
▼ 6
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
Glamping
6
5
10 ↑
4
Observations
City walks exploded. This mirrors previous data – both walking and running jumped this wave. A consistent theme: low-intensity outdoor mobility is becoming core lifestyle behavior.
Hiking and camping are relatively stable, with camping strengthening this wave – 1 in 3 Chinese Gen Z has gone camping the past 6 months. Low-barrier, affordable activities in nature have normalized (vs. glamping 4%).
Gen Z experiments with premium experiences but seems to revert to accessible formats.
Cycling is rather stable – a crossover between functional movement and urban commuting, an outdoor + fitness integration.
Water activities softening – it probably is seasonal.
Skiing remains stable – seems like a baseline participation is around 10% - remains relatively niche.
Streetball has shown constant stability – suggesting it is culturally embedded, not trend-driven, and a consistent social sport anchor.
Q.33
Domestic / International Travel Destinations
What types of destinations did you visit during your trip?
BASE · Among Gen Z who traveled domestically | 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 travels surged this wave – this can be attributed to traveling during Golden week in October.
International travels remain stable, still secondary – on average 1 in 5 Chinese Gen Z travels internationally seems to be the baseline pattern.
Staycations seems to trend down. Gen Z wants to get farther, not just stay local.
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 · Among Gen Z (15-29) | Multiple Selections | Response in % | Among Gen Z who traveled internationally | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 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 Z△ = 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
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
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
Domestic trips
Domestically, well-known nature (not obscure exploration) is the strongest anchor. These destinations are accessible, instagrammable, proven designations and socially validated.
Theme parks hold strong: Approximately 3 in 5 visit theme parks, maintaining robust appeal. Stable excitement with high entertainment density.
City exploration accelerates consistently.
Remote, niche nature, and small towns/villages are not breaking out – they’re less prioritized than major attractions.
International trips
International travel destinations mirror domestic destinations.
Theme parks remain extremely strong. Even when Chinese Gen Z travels internationally, they look for structured fun, recognizable brand names, and high entertainment density/intensity.
Well-known nature is surging strongly – its growth rate surpasses theme parks. This reflects Chinese Gen Z’s focus on being outdoors (domestic nature, running, walking, camping in previous data). Again, they are well-known, socially validated instead of less known wilderness.
More niche destinations both nature and culture are also not breaking out as in domestica destination. This possibly reflect Chinese Gen Z prefers established, well validated destinations rather than adventure to places less known.
Q.35
Triggers for travel destinations
What triggered your most recent domestic trip?
BASE · Among Gen Z who traveled domestically | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 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
WAVE TREND · CHINA · GEN Z△ = 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
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
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
Domestic trips
Habitual travel dominates. About half travel regularly without specific goals, remaining the top trigger, reflecting a travel-as-lifestyle mentality among engaged younger consumers.
Cultural events surge. Cultural event attendance jumps significantly to 40%, suggesting growing interest in exhibitions, art fairs, pop-ups, local festivals… as travel catalysts. This aligns with cosmopolitan city travels and mainstream destinations.
Relaxation and leisure rising. About 3 in 10 cite beach and hotel relaxation, up from 24%, indicating desire for restoration and escape from daily pressures.
About 1 in 3 travel for concerts, maintaining consistent appeal as a major cultural pull.
About 1 in 6 participate in sports events, well below spectating, suggesting active sports tourism remains a specialized interest.
International trips
In general, triggers for international travels remain consistent, but showing a downward trend for most motivations.
Traveling for cultural events is the only trigger that shows strong growth just like domestic data. Culture appears to be the strongest growth trigger across both.
Traveling for sports seems to be cooling – both watching and participating in sports.
It looks like Chinese Gen Z’s international travel reflects a lifestyle rhythm – they travel because “I travel”, for culture immersion, famous nature, and big cities – continuous lifestyle enrichment.
Q.36
Entertainment, Arts, Culture
Which entertainment, arts, culture activities do you engage in regularly?
BASE · Among Gen Z who do entertainment/arts/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
Screen entertainment surges across both formats. Cinema rebounds strongly to the top. About half now watch movies in theaters, indicating post-pandemic recovery of theatrical experiences as a primary entertainment outlet that offers affordable, social, predictable experience.
Shopping as entertainment and cultural outing. About 4 in 10 cite shopping as an entertainment activity.
Theme parks are a Gen Z staple – 1 in 3 visit theme parks regularly. IP-driven experiences have become a recurring cultural ritual for this generation, not just an occasional treat.
Shopping and theme parks are Gen Z’s experiential mainstream activities.
Community and participatory formats decline substantially (sharing events, outdoor movie night/events, walking tours). Chinese Gen Z appears to be pulling back from organized, communal formats and gravitating towards more passive, lower-effort entertainment.
Concerts and live performance plateaued, which may signal formal cultural institutions struggle to sustain sticky, repeat engagement among this cohort.
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) | 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 and coffee shops are rising. Socialization is moving indoors and into consumption spaces. Coffee culture in particular has exploded in Chinese cities – both big brands with affordable options (like Luckin) as well as independent boutique coffee shops with more premium experiences.
Gaming with friends show a significant leap to the #3 social activity. It’s not a niche hobby anymore, but a more mainstream socialization format.
Shopping together remains the most popular social activity.
Outdoor and activity-based socializing are not breaking out. Parks and picnics dropped from 31% to 27%, board games fell from 23↑ to 14%, home bars down to 15%. The more effortful, organized social formats are losing ground to easier, consumption-based ones.
Chinese Gen Z's social life is gravitating toward low-friction, consumption-anchored settings – restaurants, cafes, gaming. Organized or effortful social formats are fading. Socializing is becoming more casual and convenient, fitting into existing lifestyle habits rather than requiring dedicated planning.
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) | 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 bounced back strongly. Practical, tangible skill acquisition — instruments, driving, painting — remains the most popular self-development activity. The recovery aligns with the motivations data showing renewed energy around autonomy and entrepreneurship this wave.
Knowledge management tools made the biggest leap. Tools like Notion, Obsidian have gone from niche productivity habits to mainstream self-development tools, reflecting a broader interest of working smarter not just harder.
Magazine and article reading is softening. This is in line with the earlier data about activities they spent more time on – editorial, curated content is losing round to more active, tool-based or experiential forms of self-development.
Overall, Chinese Gen Z's self-development is becoming more tool-oriented and skill-based, less passive and content-driven. The rise of knowledge management tools alongside stable book reading and growing online courses suggests a generation investing in both practical skills and structured learning systems. They are building personal infrastructure for long-term growth rather than just consuming content.
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
Overall, group participation has softened and plateaued. The post-covid community enthusiasm of 2024 has normalized. About half of Chinese Gen Z is still regularly participating in groups outside work and school — which is actually a meaningful level of civic and social engagement — but the growth momentum has stalled.
No single group dominates. The landscape is highly fragmented. Communities are numerous and niche rather than concentrated around a few mainstream activities. This fits the broader cultural pattern of 圈子文化 (circle culture) where people inhabit multiple small, specific interest communities simultaneously.
Soccer groups show a subtle growth – worth monitoring to see whether the trend solidifies. This is coherent with the sports data – where soccer participation showed significant increase this wave (7 -> 18%).
Animation also showed subtle but steady growth – anime and manga culture ahs been steadily mainstreaming among Chinese youth.
Brand-affiliated groups are declining. The enthusiasm for brand-hosted communities – tasting clubs, craft clubs, VIP circles – has cooled.
In summary, Chinese Gen Z’s community participation is broad but shallow – many groups exist but engagement is spread thinly, and overall momentum has plateaued. The shift away from brand and celebrity-anchored communities toward interest and activity-based ones signals authenticity of shared interest matters more than aspirational association.
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
Chinese Gen Z is both acting on and continuing to aspire toward better physical health – a genuine, sustained priority.
Travel made the biggest leap in aspirations. Travel has been flat in actual activity (29%). This suggests pent-up desire that isn’t yet being fulfilled, likely constrained by cost or time. With income stability being a top pain point for Chinese Gen Z, travel remains aspirational for many.
Entertainment and socializing are converging with self-development for the first time (self-development has always being the top focus until this wave). Chinese Gen Z sees their near future as a balance of enjoyment, connection, and growth rather than prioritizing self-improvement only again.
Resting is holding steady, consistent with the rising actual rest behavior seen earlier, showing a conscious aspiration for recovery and deceleration.
Most activities show modest gaps between current behavior and aspiration — suggesting Chinese Gen Z is reasonably aligned between what they do and what they want. The main exceptions are travel (big gap, constrained by resources) and rest (aspiration matching behavior, both rising). The relative absence of large gaps suggests a generation that has fairly realistic expectations of its near future — or has learned not to over-aspire.
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 and tradition are the undisputed core of CNY. Chinese Gen Z shows a genuine affection for CNY rituals and practices.
However, the personal ambivalence is growing.
The flavor of CNY is fading. 7 in 10 Chinese Gen Z feel it.
Almost 10% more Gen Z “don’t look forward to CNY as much”.
Half of Gen Z feel like “CNY is more for the elderly and children and I’m just riding along”.
Almost 10% more Gen Z feel “burdened by some CNY moments”.
CNY remains culturally sacred for Chinese Gen Z but its emotional experience is becoming more complicated. The festival means family, but the wider social dynamics of CNY – the visits, the questions, the performance of adult life milestones – is generating growing friction for this generation whose life trajectory doesn’t always fit the script the extended family expects. They love the holiday, but feel increasingly wary of the occasion at the same time.
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
Chinese Gen Z’s CNY participation is consolidating around its most meaningful elements – family dinner, traditional customs, and the gala.
But overall, CNY activities have remained stable and similar.
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 · Among Gen Z (15-29) | 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 %
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
Gifting is growing – more Gen Z are participating.
Parents are the clear and growing priority. The rise in gifting to superiors at work grows significantly – CNY gifting is also becoming a professional relationship maintenance tool.
Supplements jumped to 70% - health gifts for parents and grandparents have become the dominant CNY gift category. This is coherent with the category engagement data where supplements showed a significant comeback.
Alcohol category is making a significant move, particularly the spirits category which shows a 13% jump. 1 more Gen Z in every 10 chose to gift spirits. Premium alcohol as a CNY gift is gaining ground, which is consistent with the alcohol purchasing recovery. Gifting a bottle of whisky or cognac has become a sophisticated, modern alternative to traditional gift formats.
Jewelry and watch category is softening – losing ground to more experiential and health-oriented alternatives. This aligns with the broader luxury purchasing decline and the shift away from status-signaling consumption.
Travel gifts are rising although not significant yet. This fits the high travel aspiration seen in earlier data and reflects a generation that values experience over objects.
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 · Among Gen Z (15-29) | Multiple responses | Response in % | Among Gen Z (15-29) who have traveled during CNY P3Y | Multiple responses | Response in %
WAVE TREND · CHINA · GEN Z△ = 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 Z△ = 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
24W1
24W2
25W1
25W2
I haven’t traveled during CNY
-
63
-
68 ↑
I have traveled during CNY
-
37 ↑
-
32
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 is softening. More Gen Z are staying close to family. It could also be attributed to a cost-sensitive consideration.
But among those who do travel, international destinations are trending up.
East and Southeast Asia are the clear favorite – more accessible, culturally resonant, and visa-friendly destination.
Domestic travel is shifting from passive to active.
We see growth in exploring outdoor / nature and theme park, while skiing and simple relaxation softened.
CNY domestic travel becomes more experiential and activity driven. The dip in snow/ski might partly reflect skiing novelty has normalized after post-covid and post-winter-Olympic surge.
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
The overall pattern is marked by a broad-based spending recovery. This is unique among Gen Z. Spending among Millennials and Gen X does not show recovery at such scale. On the contrary, some of the categories show significant decline among older generations particularly among Millennials such as clothing, footwear, beverage, makeup, jewelry & watch, travel.
Despite high youth unemployment rates, Chinese Gen Z nevertheless expresses a high level of confidence in their family’s financial situation – probably because having parents and grandparents to support them, and being in line to inherit homes, relieving them from many financial pressures. This possibly partly explained why Gen Z spending held up relatively better than older generations.
We see a striking personal care surge: skincare, haircare, fragrances, alcohol – self-treat and lifestyle categories – all jumped sharply in this wave. Chinese youth invest heavily in how they look, feel, and present themselves.
Personal tech remains consistently elevated throughout the past 2 years. Chinese Gen Z’s appetite for smartphones, laptops, personal devices remains a durable spending priority.
Travel spending climbs consistently. The spending data aligns with the aspiration data earlier (41% of Gen Z wish to travel more in the next 6 months +10% vs. wave 1) – aspiration and behavior actually converging – together with personal care and personal tech categories, this points towards a generation investing in the quality of life.
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)
Less than 2 in 10 wouldn’t spend more on any category – most Gen Z (8 in 10) still plan to spend more on at least one category – showing an intention to continue improving life quality.
Only two categories showed significant increase:
For Chinese Gen Z, food is not negotiable, a daily quality-of-life baseline.
Finance products jumped significantly. This defensive spending makes intuitive sense considering the uncertain economic environment.
Top categories Gen Z plan to spend more on: food, clothes, personal tech, travel / experiences, signaling they still prioritize everyday quality, personal utility and meaningful experiences.
The willingness to splurge on luxury and designer brands has halved in 2025 waves. With spending data earlier, this signals Chinese Gen Z consumers shifting from luxury goods to experiences and self-care – more personal, less visible forms of spending.
All categories that are holding or trending up are about self-care such as skincare, supplements, healthcare products, or experience like dining out, entertainment. The spending that survives budget pressure is intimate, personal, experiential rather than visible or aspirational. The priority is about what actually feels good rather than looks good to others.
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 Purchased Alcohol P6M | 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
Overall, brand perception among Gen Z and social circles shifts quickly.
But Royal Salute shows the strongest momentum. Its simultaneous rise alongside Glenfiddich (5 -> 10%) and Remy Martin (3 -> 9%) suggests a broader premiumization shift. Chinese Gen Z alcohol perception is moving toward prestige Scotch and Cognac brands this wave.
Hennessy’s unrecovered fall at 2024 wave 2 may reflect market saturation, shifting taste preferences, or simply that its ubiquity has made it feel less special as a social signal.
The general landscape is fragmenting. No single brand dominates in this wave – Royal Salute and Hennessy are tied at 12%, with Glenfiddich, Baileys and Remy Martin clustered behind. This fragmentation may reflect a maturing, more sophisticated drinking culture where social circle preferences are no long concentrated around one or two status brands but spread across a wider premium portfolio.
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 Purchased Footwear P6M | Single Answer | Response in %
Shoes with for outdoor occasions, e.g. waterproof shoes, ankle protection
17
23
18
16
Boots
16
18
17
14
High heels / Mary Jane
5
6
8
6
Observations
Casual sneakers are dominant and growing – sneaker culture remains deeply embedded in Chinese youth identity.
Performance and sports shoes are the secondary trend.
These two categories are pulling away from the rest of the categories – a generation that dresses for comfort, movement, and self-expression rather than formality or occasions.
Q.49
Clothing Categories Purchased Past 6 Months
You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Jeans
24W1
42
24W2
45
25W1
51 ↑
25W2
58 ↑
▲ 7
Graphic Tees
24W1
52
24W2
46
25W1
54
25W2
55
▲ 1
Sweatshirt / Hoodie
24W1
46
24W2
45
25W1
39
25W2
41
▲ 2
Long sleeve/Short sleeve T-shirt
24W1
38
24W2
41
25W1
43
25W2
41
▼ 2
Shorts/pants
24W1
37
24W2
35
25W1
47 ↑
25W2
31
▼ 16
Sweater
24W1
18
24W2
18
25W1
28 ↑
25W2
26 ↑
▼ 2
Jacket
24W1
17
24W2
20
25W1
23
25W2
25
▲ 2
Thin jacket with UV protection
24W1
20
24W2
18
25W1
28 ↑
25W2
17
▼ 11
Clothes with specific functions, e.g. quick dry, waterproof
24W1
13
24W2
18
25W1
15
25W2
11
▼ 4
Collar shirt
24W1
13
24W2
12
25W1
17
25W2
8
▼ 9
Cardigan
24W1
8
24W2
10
25W1
12
25W2
6
▼ 6
Yoga pants
24W1
6
24W2
8
25W1
12 ↑
25W2
5
▼ 7
Raw data table
24W1
24W2
25W1
25W2
Jeans
42
45
51 ↑
58 ↑
Graphic Tees
52
46
54
55
Sweatshirt / Hoodie
46
45
39
41
Long sleeve/Short sleeve T-shirt
38
41
43
41
Shorts/pants
37
35
47 ↑
31
Sweater
18
18
28 ↑
26 ↑
Jacket
17
20
23
25
Thin jacket with UV protection
20
18
28 ↑
17
Clothes with specific functions, e.g. quick dry, waterproof
13
18
15
11
Collar shirt
13
12
17
8
Cardigan
8
10
12
6
Yoga pants
6
8
12 ↑
5
Observations
Jeans are on an unbroken upward tear – breaking the lead of Graphic tees this wave.
Graphic Tee remains the most durable category across all waves – self-expressive, casual, endlessly customizable, they fit perfectly with Chinese Gen Z’s identity-driven and comfort-oriented style.
Sweaters and Jackets are quietly building – may partly reflect seasonal patterns, but also the sustained growth across the past waves may suggest a genuine preference shift toward layering and more considered casual dressing.
Chinese Gen Z’s clothing choices are consolidating around a core casual wardrobe – jeans, graphic tees, hoodies, sweaters, jackets – showing a versatile, expressive, everyday pieces rather than functional, occasion-specific, or formal clothing.
Q.50
Type of Footwear Brands Purchased P6M
You mentioned you purchased footwear in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
70
24W2
70
25W1
63
25W2
77 ↑
▲ 14
Fast fashion brands (e.g. Zara, H&M)
24W1
43 ↑
24W2
35
25W1
29
25W2
35
▲ 6
Streetwear brands (e.g. Vans, Evisu)
24W1
30
24W2
44 ↑
25W1
27
25W2
27
0
Chinese designer brands (e.g. Ao Yes, M Essential)
24W1
27
24W2
26
25W1
24
25W2
22
▼ 2
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
14 ↑
24W2
18 ↑
25W1
19 ↑
25W2
6
▼ 13
Foreign designer brands / trendy brands
24W1
9
24W2
15 ↑
25W1
10
25W2
7
▼ 3
Second-hand / Pre-owned
24W1
3
24W2
5
25W1
3
25W2
3
0
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
70
70
63
77 ↑
Fast fashion brands (e.g. Zara, H&M)
43 ↑
35
29
35
Streetwear brands (e.g. Vans, Evisu)
30
44 ↑
27
27
Chinese designer brands (e.g. Ao Yes, M Essential)
27
26
24
22
Luxury fashion brands (e.g. Chanel, Balenciaga)
14 ↑
18 ↑
19 ↑
6
Foreign designer brands / trendy brands
9
15 ↑
10
7
Second-hand / Pre-owned
3
5
3
3
Q.51
Type of Apparel Brands Purchased P6M
You mentioned you purchased clothes in the past 6 months. Which specific types did you purchase?
BASE · Among Gen Z (15-29) Who Purchased Clothes P6M | Multiple Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
60
24W2
66
25W1
65
25W2
67
▲ 2
Fast fashion brands (e.g. Zara, H&M)
24W1
45 ↑
24W2
39
25W1
32
25W2
45 ↑
▲ 13
Streetwear brands (e.g. Vans, Evisu)
24W1
32
24W2
34
25W1
31
25W2
28
▼ 3
Chinese designer brands (e.g. Ao Yes, M Essential)
24W1
27
24W2
30
25W1
23
25W2
23
0
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
12
24W2
17 ↑
25W1
15 ↑
25W2
8
▼ 7
Foreign designer brands / trendy brands
24W1
10
24W2
14
25W1
10
25W2
8
▼ 2
Second-hand / Pre-owned
24W1
4
24W2
5
25W1
6
25W2
3
▼ 3
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
60
66
65
67
Fast fashion brands (e.g. Zara, H&M)
45 ↑
39
32
45 ↑
Streetwear brands (e.g. Vans, Evisu)
32
34
31
28
Chinese designer brands (e.g. Ao Yes, M Essential)
27
30
23
23
Luxury fashion brands (e.g. Chanel, Balenciaga)
12
17 ↑
15 ↑
8
Foreign designer brands / trendy brands
10
14
10
8
Second-hand / Pre-owned
4
5
6
3
Observations
Footwear and apparel datasets tell a largely coherent brand story.
Sportswear dominates and is strengthening across both categories. Nike, Lululemon, Adidas and peers are the clear winners of Chinese Gen Z’s wardrobe.
Luxury fashion has collapsed this wave for both categories to the lowest points since the tracker started. This reflects the broader economic environment and spending trend where Chinese consumers are cutting back on status signaling categories.
Fast fashion is making a quiet comeback – together with the decline of luxury category, this signals Chinese Gen Z trading down while maintaining style consciousness.
Streetwear and Chinese designer brands are not breaking out, possibly reflecting price sensitivity or a baseline behavior.
Q.52
Footwear / Apparel – Types of Brands Following
Which types of brands are you following or looking for related information regularly?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Sportswear brands (e.g. Nike, Lululemon)
24W1
68
24W2
62
25W1
65
25W2
70
▲ 5
Fast fashion brands (e.g. Zara, H&M)
24W1
49 ↑
24W2
40
25W1
35
25W2
43
▲ 8
Streetwear brands (e.g. Vans, Evisu)
24W1
33
24W2
40
25W1
32
25W2
36
▲ 4
Chinese designer brands (e.g. Ao Yes, M Essential)
24W1
29
24W2
34
25W1
33
25W2
26
▼ 7
Luxury fashion brands (e.g. Chanel, Balenciaga)
24W1
15
24W2
21
25W1
15
25W2
18
▲ 3
Foreign designer brands / trendy brands
24W1
11
24W2
13
25W1
13
25W2
9
▼ 4
White label
24W1
-
24W2
-
25W1
-
25W2
9
Raw data table
24W1
24W2
25W1
25W2
Sportswear brands (e.g. Nike, Lululemon)
68
62
65
70
Fast fashion brands (e.g. Zara, H&M)
49 ↑
40
35
43
Streetwear brands (e.g. Vans, Evisu)
33
40
32
36
Chinese designer brands (e.g. Ao Yes, M Essential)
29
34
33
26
Luxury fashion brands (e.g. Chanel, Balenciaga)
15
21
15
18
Foreign designer brands / trendy brands
11
13
13
9
White label
-
-
-
9
Observations
Sportswear brands lead and are recovering – back to their highest point and pulling further ahead of other brands – consistent with the purchasing data.
Fast fashion following mirrors the purchasing recovery.
Luxury following remains modest but persistent, suggesting Chinese Gen Z still watches luxury brands aspirationally even when they’re not buying. The gap between following and purchasing is the largest of any category – classic window shopping behavior in a tighter economy.
White label is a new item in 2025 wave 2. This category is entering the consideration set fairly strong – similar level with trendy brands. Unbranded or generic quality products are becoming a legitimate fashion consideration.
Q.53
Purchase Channels
On which channels or platforms do you purchase footwear / apparel / fashion products?
BASE · Among Gen Z (15-29) Who Purchased Footwear/Clothes P6M | Answer Selections <= 3 | Response in %
Online shopping platforms bounced back dramatically – this might be attributed to the 11.11 shopping festival. But they’ve reasserted dominance after last wave’s dip – which possibly is a fluctuation noise.
Brand stores show a steady upward trend in 2025. Chinese Gen Z is increasingly going directly to brand stores — both physical and official digital — suggesting growing brand loyalty and a preference for authenticated, curated brand experiences over third-party platforms. This fits the sportswear dominance story — Nike and Lululemon flagship stores offer immersive brand experiences that resonate.
Social ecommerce is cooling. Social media purchasing has declined. Live streaming also softened. Chinese Gen Z probably still discovers fashion through social media, but complete purchases on more traditional platforms.
Q.54
Beauty brands
What is your favorite skincare/makeup brand?
BASE · Among Gen Z (15-29) Who Purchased Beauty Products P6M | 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 · CHINAZ · 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 · CHINAZ · 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
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
-
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
Skincare
Makeup
Chinese Gen Z’s beauty brand preferences show a fragmented market where there are only a few brands showing in 10s and a long tail of brands showing minimal preferences.
Gen Z’s favorite brands reflect a maturing, sophisticated consumer who navigates between international prestige and accessible brands as well as domestic value choice.
K-beauty brands are present but modest in terms of strong preference.
Q.55
AI Engagement
Which of the products or tools have you been using regularly or own?
BASE · Among Gen Z (15-29) Who Purchased Tech Products P6M | 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
The proportion of Chinese Gen Z not using any AI tool has dropped dramatically – AI tool adoption has gone from majority optional to majority mainstream in roughly a year.
DeepSeek is the clear domestic leader.
ChatGPT maintains a persistent ~30%, signaling genuine curiosity about and engagement with global AI tools beyond the domestic ecosystem.
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 Purchased Tech Products P6M | Answer Selection <= 3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
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
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
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
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
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
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
Chinese Gen Z’s relationship with AI has undergone a dramatic transformation – from enthusiastic early adopters, through a period of anxiety, to a new high-water mark of positive engagement.
2025 wave 1 probably captured the moment of maximum overwhelm – AI was advancing faster than people could process, the implications felt uncertain and destabilizing. By 2025 wave 2, the gap had started to close. Chinese Gen Z had spent more time actually using these tools, integrating them into daily study, work, and life. It has become a familiar tool.
Curiosity and anticipation are both surging. The wait-and-see energy is now optimistic anticipation rather than cautious hesitation. This probably shows people have moved from shock to agency.
It’s a classic adoption psychology curve – initial enthusiasm, followed by a trough of anxiety and doubt when reality sets in, followed by a more grounded, confident engagement once familiarity builds. The data captured all three phases in real time.
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 Purchased Luxury P1Y | 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 and Louis Vuitton stand out showing significant rises. In a tighter economic environment, the most iconic, heritage0rich brands become more aspirational. Chanel and LV are the clearest symbols of luxury attainment for Chinese Gen Z, and their aspiration scores rising while purchasing falls reflects classic aspirational tension.
The French houses are consolidating their dominance. The top five are all French or French-owned Italian houses, and they're pulling away from the rest of the field. Hermès holding steady at 26% throughout is particularly notable — its exclusivity positioning appears to make it recession-resistant as an aspiration even if purchasing is difficult.
Balenciaga’s significant fall this wave is notable. It would be interesting to see whether the downward trend consolidates or it’s a fluctuation noise.
Loewe is quietly building. Small numbers, but consistent upward movement. Loewe's understated, craft-focused positioning has been resonating globally among younger luxury consumers and appears to be gaining traction among aspirational Chinese Gen Z as well.
In summary, Chinese Gen Z's luxury aspiration landscape is consolidating around the most iconic, heritage-rich French houses while more trend-driven, streetwear-adjacent brands lose ground. The direction is toward timeless over trendy, quiet over loud, aspirational over accessible. In a constrained economy, luxury dreams are becoming more focused and more classical.
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 Purchased Luxury P1Y | 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
The shifts in perception perfectly complement the luxury aspiration data – showing how Chinese Gen Z defines luxury rather than just which brands they want.
Heritage and investment value both rise significantly. In the current economy, when discretionary spending feels risky, luxury needs to justify itself beyond pleasure – it needs to hold or grow in value and carry culture legitimacy. Looks like Chinese Gen Z is reframing luxury as a rational financial decision as much as an emotional one. Wanting or buying a Chanel or Hermès isn’t just self-indulgence anymore, it’s an asset allocation.
Quality and craftmanship remains one core pillar of luxury definition – reinforcing their aspiration towards the heritage French houses.
Price no longer is an important signal for luxury anymore. Chinese Gen Z is becoming more sophisticated in its luxury literacy, separating price from value and now skeptical of price as a proxy for premiumness or desirability.
Overall, the shifts in data signal Chinese Gen Z’s definition of luxury is maturing or becoming more rationalized: moving from price, indulgence, pleasure toward heritage, craftsmanship and investment value.
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 Purchased Luxury P1Y | 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 remains the most stable and dominant motivation.
The recovery of buying luxury as an appreciating asset confirms the coherent shift that luxury purchasing is increasingly rationalized through financial logic.
Luxury as self-expression is giving way to luxury as self-reward and investment. This aligns with the broader values data showing fit-in rising and standing-out losing appeal among Chinese Gen Z.
Design and quality shows consecutive increases, signaling a mindset of buying luxury for its intrinsic quality rather than its social or emotional function is trending up and taking over emotional motivations.
For Chinese Gen Z, luxury seems to become more justified and private, less performative, less identity-driven. The luxury purchase needs to feel earned, last, and mean something, not just signal something to others.
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 Purchased Food P6M | 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 ↑
Q.61
Alcohol
What are your main considerations when purchasing Alcohol? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Alcohol P6M | 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
Q.62
Footwear
What are your main considerations when purchasing Footwear? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Footwear P6M | 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
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 ↑
Q.63
Apparel
What are your main considerations when purchasing Clothes? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Apparel P6M | 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
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
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 Purchased Beauty P6M | 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
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 Purchased Beauty P6M | 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
Q.66
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
Among Gen Z (15-29) Who Purchased Beauty P6M | Answer Selections = 5 | Response in %
Q.67
Auto
What are your main considerations when purchasing cars? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who Purchased Beauty P6M | 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
The size of car must accommodate my family and storage needs
26
25
28
26
Potential resale value
18
23
24
26
Exciting to drive – acceleration and easy to handle
32 ↑
34 ↑
33 ↑
22
Easy and convenient to charge the battery (e.g. availability of charging stations, fast charge), if it’s an electric
31 ↑
31 ↑
31 ↑
22
Emotional
80
84
81
77
I resonate with the values and lifestyles expressed by the brand
31
28
34
36
Brands that show strong support of sustainability / It helps me contribute to sustainability
31
31
26
32
Helps me stand out or feel different (such as being an early adopter of the latest technology)
27
28
28
28
Helps me fit in or to be part of a community / connect with other owners
23
20
23
20
KOL/influencer endorsed or recommended (on social media or live streaming)
15
22
20
20
It’s rare and owned by few people
17
12
17
14
It can be a conversation piece
15
19
18
13
Observations
The dominant macro theme: functional is reasserting itself over emotional for most categories.
Especially in food, footwear, apparel, and tech categories
The social signaling consideration in particular is softening, e.g. “looks expensive”, “can become a conversation piece” for apparel, footwear, beauty; “makes me look rich” for luxury category
Chinese Gen Z is becoming more clear-eyed and practical about why they buy things – performance, utility, and quality are increasingly the primary justification.
KOL and influencer endorsement is declining across every category.
Many declines are statistically significant: Food, alcohol, footwear, tech, luxury.
Chinese Gen Z possibly is becoming less influenced by social media personalities and live streamers. Could the era of KOL-driven consumption be waning and purchases are more self-directed, less socially triggered?
“Helps me fit in” is also declining in most categories.
The social conformity motivation for purchasing has softened across after peaking in 2025 wave 1.
Buying to belong is not a determining factor compared to buying for personal utility and preferences.
Health and nutrition is trending up in food and beauty categories.
Food: “Rich in nutrition” 63%, “clean and healthy” 57%, “organic” 43%
Beauty: “Natural and clean ingredients” 64%
Health consciousness translated directly into purchase considerations – worth observing whether this becomes a consistent trend.
Luxury is shifting toward timelessness and indulgent experience.
“Style does not go out of date” 48%
“Feel indulged by the shopping experience” 40%
Luxury purchasing is increasingly about enduring style and the quality of the buying experience itself — not status display or exclusivity signaling. The luxury store experience matters more. This is consistent with one of Gen Z’s top definitions of luxury – “things and experience that will bring positive emotions for me”.
Cars are pivoting toward reliability over excitement.
Durability jumped to 51% while “exciting to drive” dropped to 22% (from 34%).
Resale value steadily rises to 26%, surpassing “exciting to drive” for the first time.
This signals the investment-minded consumer posture seen across categories.
Compared to other markets, expectations around self-driving technology and interior design are unique to Chinese Gen Z, reflecting the fast and comprehensive adoption of EV cars and latest driving tech, as well as long-standing cultural perspective of not only a comfortable but pampered driving / riding experience.
Read across all seven categories, a coherent Chinese Gen Z consumer identity emerges in 25W2: pragmatic, health-conscious, quality-focused, and increasingly immune to social influence. The KOL era is fading. The fit-in motivation is retreating. What's replacing it is a more mature, self-directed consumer who buys for function, quality, health, and enduring value — not to signal, perform, or follow. It's consumption becoming more private, more considered, and more aligned with actual life needs than social positioning.