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
China Gen Z splits almost evenly across trust more (28%), trust less (38%), and no change (35% ↑) — the most balanced sentiment profile of the four markets.
"No change" is significantly higher in China than in the US (24%) or Korea (29%), pointing to a steadier, less volatile platform relationship.
China's "trust more" at 28% sits well behind the US (41% ↑) but ahead of Japan (16%), locating China in the middle of the trust-gain spectrum.
Distrust in China (38%) is meaningfully lower than Korea (45% ↑) and Japan (46% ↑), suggesting less acute platform backlash among Chinese Gen Z.
Q.02
Top Non-Negotiables Amid Rising Prices
What’s the one thing you still won’t compromise on, even if prices rise?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Fashion
CHINA
8
US
10
KOREA
12
JAPAN
6
Beauty
CHINA
12 ↑
US
7
KOREA
10
JAPAN
8
Food
CHINA
34 ↑
US
34 ↑
KOREA
27
JAPAN
38 ↑
Tech / gadgets
CHINA
13
US
9
KOREA
6
JAPAN
7
Experiences (travel, concerts, etc.)
CHINA
8
US
10
KOREA
14
JAPAN
21↑
Healthcare
CHINA
17
US
20 ↑
KOREA
14
JAPAN
15
Alcohol
CHINA
7
US
10 ↑
KOREA
17 ↑
JAPAN
4
Raw data table
China
US
Korea
Japan
Fashion
8
10
12
6
Beauty
12 ↑
7
10
8
Food
34 ↑
34 ↑
27
38 ↑
Tech / gadgets
13
9
6
7
Experiences (travel, concerts, etc.)
8
10
14
21↑
Healthcare
17
20 ↑
14
15
Alcohol
7
10 ↑
17 ↑
4
Observations
Beauty is a uniquely Chinese non-negotiable at 12% ↑, 4pp above the US (7%) and the highest of the four markets — appearance spending holds even under pressure.
Food anchors China at 34% ↑, tied with the US and just below Japan (38% ↑), confirming food as the universal Gen Z floor.
Tech and gadgets register 13% in China, the highest across markets, showing devices rank above healthcare-level protection for Chinese Gen Z.
Experiences lag in China at 8%, less than half of Japan's 21% ↑ — experiential consumption carries much less protective weight here.
Healthcare (17%) and alcohol (7%) in China track the middle, with the US leading healthcare (20% ↑) and Korea leading alcohol (17% ↑).
Q.03
Responses to Rising Prices
When prices go up, what do you do?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Cut back on non-essentials
CHINA
36 ↑
US
28
KOREA
26
JAPAN
31
Look for cheaper alternatives
CHINA
13
US
32 ↑
KOREA
37 ↑
JAPAN
35 ↑
Buy less overall
CHINA
19
US
24 ↑
KOREA
27 ↑
JAPAN
20
No change
CHINA
32 ↑
US
16
KOREA
10
JAPAN
14
Raw data table
China
US
Korea
Japan
Cut back on non-essentials
36 ↑
28
26
31
Look for cheaper alternatives
13
32 ↑
37 ↑
35 ↑
Buy less overall
19
24 ↑
27 ↑
20
No change
32 ↑
16
10
14
Observations
China Gen Z is the most behaviorally stable under price pressure: 32% ↑ report no change, double the US (16%) and triple Korea (10%).
Cutting non-essentials leads in China at 36% ↑, showing a preference for curating out low-priority spend rather than substituting.
Only 13% of Chinese Gen Z look for cheaper alternatives — far below US (32% ↑), Korea (37% ↑), and Japan (35% ↑) — trading down is not the default move.
"Buy less overall" at 19% places China below US (24% ↑) and Korea (27% ↑), reinforcing a hold-the-line rather than retreat stance.
Q.04
Emotional Responses to Economic Tensions
Global conflicts and economic tensions make you feel (such as tariff, trade talks)…
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Anxious
CHINA
8
US
26 ↑
KOREA
27 ↑
JAPAN
36 ↑
Motivated to stay informed
CHINA
52 ↑
US
37
KOREA
40 ↑
JAPAN
33
Numb – it’s too much
CHINA
11
US
12
KOREA
16
JAPAN
14
Indifferent – doesn’t affect me much
CHINA
29 ↑
US
25 ↑
KOREA
17
JAPAN
16
Raw data table
China
US
Korea
Japan
Anxious
8
26 ↑
27 ↑
36 ↑
Motivated to stay informed
52 ↑
37
40 ↑
33
Numb – it’s too much
11
12
16
14
Indifferent – doesn’t affect me much
29 ↑
25 ↑
17
16
Observations
Only 8% of Chinese Gen Z feel anxious about global conflicts and trade tensions — dramatically below the US (26% ↑), Korea (27% ↑), and Japan (36% ↑).
"Motivated to stay informed" reaches 52% ↑ in China, the highest across markets and 15pp above the US — an engaged but unruffled posture.
Indifference runs high at 29% ↑, second only to the US (25% ↑), suggesting a perceived buffer from external turbulence.
Numbness sits at 11% in China, the lowest of the four, indicating less emotional exhaustion than in Korea (16%) or Japan (14%).
Q.05
#1 Financial Priority
What’s your #1 financial priority right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Saving
CHINA
33
US
32
KOREA
33
JAPAN
34
Paying off debt
CHINA
3
US
9
KOREA
6
JAPAN
6
Investing
CHINA
14
US
16
KOREA
24 ↑
JAPAN
15
Spending on things that bring joy
CHINA
40 ↑
US
18
KOREA
25
JAPAN
33
Supporting family
CHINA
9
US
25 ↑
KOREA
12
JAPAN
12
Raw data table
China
US
Korea
Japan
Saving
33
32
33
34
Paying off debt
3
9
6
6
Investing
14
16
24 ↑
15
Spending on things that bring joy
40 ↑
18
25
33
Supporting family
9
25 ↑
12
12
Observations
Spending on joy leads Chinese Gen Z at 40% ↑ — more than double the US (18%) and the single largest gap across any priority.
Saving is universal and flat at 33% in China, essentially matching all other markets (32–34%).
Debt payoff is minimal at 3%, one-third the US (9%), reflecting different credit exposure among Chinese Gen Z.
Supporting family registers only 9% in China versus 25% ↑ in the US, a 16pp gap that reframes US family pressure as uniquely acute.
Investing at 14% in China trails Korea (24% ↑) notably, showing less market-first wealth orientation.
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 top the luxury definition in China at 44% ↑, nearly tied with Korea (43% ↑) and well ahead of Japan (19%).
Financial peace of mind registers 27% ↑ in China, matching the US and 12pp above Korea (15%) — monetary calm feels scarce.
Travel as luxury is modest in China at 14%, less than half Japan (34% ↑), indicating travel is aspired to but not yet elevated to luxury status.
Eating out as luxury is lowest in China at 6%, versus 16% ↑ in the US — dining remains a routine rather than elevated pleasure.
Q.07
Sentiment About Financial Future
How optimistic are you about your financial future?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Very optimistic
CHINA
38 ↑
US
39 ↑
KOREA
20
JAPAN
12
Cautiously hopeful
CHINA
24
US
29
KOREA
27
JAPAN
35 ↑
Neutral
CHINA
33
US
22
KOREA
33
JAPAN
26
Pessimistic
CHINA
5
US
10
KOREA
20 ↑
JAPAN
26 ↑
Raw data table
China
US
Korea
Japan
Very optimistic
38 ↑
39 ↑
20
12
Cautiously hopeful
24
29
27
35 ↑
Neutral
33
22
33
26
Pessimistic
5
10
20 ↑
26 ↑
Observations
"Very optimistic" hits 38% ↑ in China, nearly tied with the US (39% ↑) and triple Japan (12%).
Pessimism is lowest in China at 5%, a full 21pp below Japan (26% ↑) and 15pp below Korea (20% ↑).
Cautious hopefulness is relatively low in China at 24% — Chinese Gen Z skip the hedged middle and commit to optimism or neutrality.
Neutral sentiment at 33% balances the high-optimism read, suggesting confidence is not universal but concentrated.
Q.08
What's Most Important in a Job
What’s most important in a job today for you?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Stability & benefits
CHINA
28
US
29
KOREA
30
JAPAN
28
Flexibility & freedom
CHINA
24
US
21
KOREA
20
JAPAN
26 ↑
Mission & purpose
CHINA
10
US
20 ↑
KOREA
10
JAPAN
14
Salary & growth potential
CHINA
38 ↑
US
31
KOREA
39 ↑
JAPAN
32
Raw data table
China
US
Korea
Japan
Stability & benefits
28
29
30
28
Flexibility & freedom
24
21
20
26 ↑
Mission & purpose
10
20 ↑
10
14
Salary & growth potential
38 ↑
31
39 ↑
32
Observations
Salary and growth lead China at 38% ↑, tied with Korea (39% ↑) and 6–7pp above the US and Japan — the pragmatic pole.
Stability and benefits are consistent across all markets at 28–30%, offering no differentiation.
Mission and purpose land at just 10% in China, half the US (20% ↑) — a clear Asia-versus-US ideology gap.
Flexibility and freedom in China at 24% sits mid-pack, slightly below Japan (26% ↑).
Q.09
Views on GLP-1 Medication for Weight Loss
Which statement comes closest to your view on GLP-1 medication for weight loss (e.g., Ozempic, Zepbound, Wegovy)?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
They are changing body standards
CHINA
17 ↑
US
15
KOREA
12
JAPAN
10
They are mainly a health solution
CHINA
19 ↑
US
17
KOREA
19 ↑
JAPAN
14
They create unhealthy pressure to be skinny
CHINA
20
US
24
KOREA
25
JAPAN
22
They don’t really affect society
CHINA
9
US
10
KOREA
10
JAPAN
8
The perspective that skinny is more beautiful is back
CHINA
8
US
18 ↑
KOREA
13
JAPAN
10
Not familiar enough to say
CHINA
27 ↑
US
17
KOREA
20
JAPAN
35 ↑
Raw data table
China
US
Korea
Japan
They are changing body standards
17 ↑
15
12
10
They are mainly a health solution
19 ↑
17
19 ↑
14
They create unhealthy pressure to be skinny
20
24
25
22
They don’t really affect society
9
10
10
8
The perspective that skinny is more beautiful is back
8
18 ↑
13
10
Not familiar enough to say
27 ↑
17
20
35 ↑
Observations
Unfamiliarity runs high in China at 27% ↑, second only to Japan (35% ↑), indicating GLP-1 remains a distant discourse for Chinese Gen Z.
Chinese Gen Z see GLP-1 as changing body standards (17% ↑) and as a health solution (19% ↑) more than other markets — a more accepting framing.
"Skinny is beautiful is back" scores lowest in China at 8%, half the US (18% ↑) — less acknowledgment of a thinness resurgence.
Concerns about unhealthy skinny pressure (20%) roughly match all markets (22–25%), suggesting the negative reading is universal where awareness exists.
Q.10
Alternative Finance & Cryptocurrency
What do you think best describes why people are turning to alternative ways of making or managing money (such Bitcoin, Ethereum, etc.)?
China's dominant frame is optimistic opportunism at 21% ↑, the highest of the four markets and nearly double Japan (9%).
Familiarity is a gating factor: 19% ↑ of Chinese Gen Z say they can't say, surpassed only by Japan (28% ↑).
"Believe in alternative finance" at 10% ↑ is significant in China but still lower than the US (14% ↑) — belief is narrower here.
Social media influence is only 11% in China versus 18% ↑ in the US — crypto is less a viral social phenomenon in China.
Higher returns for higher risk reaches 17% in China, far behind Korea's 30% ↑ speculative appetite.
Q.11
Biggest Long-Term Threat to Humanity
What do you think poses the biggest long-term threat to humanity?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Climate and environmental collapse
CHINA
24 ↑
US
19
KOREA
21
JAPAN
21
War or geopolitical conflict
CHINA
24 ↑
US
22 ↑
KOREA
17
JAPAN
28 ↑
Technology or AI risks
CHINA
14
US
18
KOREA
21 ↑
JAPAN
17
Economic system failure
CHINA
13
US
13
KOREA
21 ↑
JAPAN
14
Individuals who abuse their power (political, wealth, or technological, etc.)
CHINA
18 ↑
US
21 ↑
KOREA
16
JAPAN
13
I don’t believe there is a major threat
CHINA
7
US
8
KOREA
4
JAPAN
7
Raw data table
China
US
Korea
Japan
Climate and environmental collapse
24 ↑
19
21
21
War or geopolitical conflict
24 ↑
22 ↑
17
28 ↑
Technology or AI risks
14
18
21 ↑
17
Economic system failure
13
13
21 ↑
14
Individuals who abuse their power (political, wealth, or technological, etc.)
18 ↑
21 ↑
16
13
I don’t believe there is a major threat
7
8
4
7
Observations
Climate collapse tops China's threat list at 24% ↑, tied with war (24% ↑) — a dual environmental and geopolitical anxiety.
Power abuse reaches 18% ↑ in China, meaningfully behind the US (21% ↑) but still significant.
AI risk registers only 14% in China, the lowest of the four markets and well below Korea (21% ↑) — less existential AI fear.
Economic system failure at 13% in China is 8pp below Korea (21% ↑), signalling more confidence in macroeconomic stability.
Q.12
Online Male Role Models & "Masculinity" Content
Which best describes how you feel about online male role models and “masculinity” content?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
I welcome it – the society needs views like this to be more balanced
CHINA
22 ↑
US
18
KOREA
7
JAPAN
12
They provide useful guidance
CHINA
28 ↑
US
25
KOREA
18
JAPAN
17
Some are positive, some are harmful
CHINA
31
US
35
KOREA
43 ↑
JAPAN
39
They promote unhealthy values
CHINA
5
US
9
KOREA
12
JAPAN
6
I avoid this kind of content
CHINA
1
US
5
KOREA
5
JAPAN
5
Not familiar with it
CHINA
13 ↑
US
7
KOREA
16 ↑
JAPAN
23 ↑
Raw data table
China
US
Korea
Japan
I welcome it – the society needs views like this to be more balanced
22 ↑
18
7
12
They provide useful guidance
28 ↑
25
18
17
Some are positive, some are harmful
31
35
43 ↑
39
They promote unhealthy values
5
9
12
6
I avoid this kind of content
1
5
5
5
Not familiar with it
13 ↑
7
16 ↑
23 ↑
Observations
Chinese Gen Z is the most receptive: 22% ↑ welcome these views as a balancing voice, triple Korea (7%).
Useful guidance scores 28% ↑ in China, the highest of the four markets — a practical reading of this content.
Balanced "some positive, some harmful" is the single largest bucket at 31%, but lower than Korea's 43% ↑ hedged stance.
Critique is muted: only 5% call it unhealthy and 1% avoid it, the lowest among all markets — little cultural backlash.
Unfamiliarity at 13% ↑ lags Japan (23% ↑) but signals a non-trivial unengaged segment.
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
"Freedom and independence" leads China at 34% ↑, tied with Korea and 5–7pp above Japan — a positive default framing.
"Normal way of living" reaches 28% ↑ in China, the highest across markets, cementing singledom as an accepted life shape.
Loneliness is lowest in China at 6%, less than half Japan (13%) or the US (13%) — the least emotionally fraught profile.
Emotional difficulty at 11% in China is flat with Korea but notably behind the US (16% ↑).
Q.14
AI Impact on Jobs (Next 3 Years)
What do you think AI will mostly do to jobs in the next 3 years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Create more jobs than it replaces
CHINA
19 ↑
US
23 ↑
KOREA
16
JAPAN
15
Replace many existing jobs
CHINA
14
US
24 ↑
KOREA
35 ↑
JAPAN
26 ↑
Change how most jobs are done
CHINA
31 ↑
US
25
KOREA
25
JAPAN
21
Mostly affect certain industries only
CHINA
21
US
19
KOREA
16
JAPAN
21
Still too early to tell
CHINA
14 ↑
US
9
KOREA
8
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Create more jobs than it replaces
19 ↑
23 ↑
16
15
Replace many existing jobs
14
24 ↑
35 ↑
26 ↑
Change how most jobs are done
31 ↑
25
25
21
Mostly affect certain industries only
21
19
16
21
Still too early to tell
14 ↑
9
8
16 ↑
Observations
"Change how most jobs are done" leads China at 31% ↑, well ahead of the US (25%), Korea (25%), and Japan (21%) — transformation over replacement.
Only 14% of Chinese Gen Z expect AI to replace jobs, the lowest of the four and half the Korean view (35% ↑).
"Too early to tell" at 14% ↑ signals measured Chinese stance, matched only by Japan (16% ↑).
Net job creation view (19% ↑) places China close to the US (23% ↑), separating both from more pessimistic Korea and Japan.
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
"Wealth from innovation" is a Chinese signature at 21% ↑, 5pp above the US — entrepreneurial acceptance is structurally stronger.
"Should contribute more" at 31% ↑ is the top view in China but trails the US (38% ↑) by 7pp.
Indifference at 14% ↑ mirrors Korea (15% ↑) and trails Japan (23% ↑) — moderate disengagement.
Views of wealth as system imbalance are consistent at 16–18% across all four markets, providing no differentiation.
Q.16
Global Institutions Focus
What should global institutions focus on most right now?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Human wellbeing and basic needs
CHINA
15 ↑
US
28 ↑
KOREA
16 ↑
JAPAN
11
Economic stability and growth
CHINA
30
US
28
KOREA
31
JAPAN
29
Climate and environmental protection
CHINA
20 ↑
US
19
KOREA
21 ↑
JAPAN
13
Peace and conflict prevention
CHINA
28
US
21
KOREA
26
JAPAN
36 ↑
I don’t trust global institutions
CHINA
7
US
4
KOREA
6
JAPAN
12
Raw data table
China
US
Korea
Japan
Human wellbeing and basic needs
15 ↑
28 ↑
16 ↑
11
Economic stability and growth
30
28
31
29
Climate and environmental protection
20 ↑
19
21 ↑
13
Peace and conflict prevention
28
21
26
36 ↑
I don’t trust global institutions
7
4
6
12
Observations
Economic stability leads in China at 30%, essentially tied with Korea (31%) and Japan (29%) — pragmatic priority.
Peace and conflict prevention at 28% is high in China but below Japan's 36% ↑ as the geopolitically anxious market.
Climate protection at 20% ↑ places China above Japan (13%) and roughly tied with Korea (21% ↑).
Human wellbeing ranks relatively low in China at 15% ↑, versus 28% ↑ in the US — less humanitarian emphasis.
Distrust in global institutions is 7% in China, lower than Japan's 12%.
Q.17
What Will Define Global Pop Culture
What will most define global pop culture in the next few years?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
CHINA
12
US
28 ↑
KOREA
21 ↑
JAPAN
17
AI-created and AI-assisted content (music, visuals, stories)
CHINA
32 ↑
US
20
KOREA
28 ↑
JAPAN
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
CHINA
17 ↑
US
9
KOREA
7
JAPAN
6
Streaming entertainment (film, TV, K-content, global series)
CHINA
10
US
17 ↑
KOREA
21 ↑
JAPAN
16
Musica scenes and fan communities
CHINA
4
US
7
KOREA
8
JAPAN
14 ↑
Fashion, design, and visual aesthetics
CHINA
11
US
11
KOREA
8
JAPAN
7
I don’t have a strong opinion on this
CHINA
14 ↑
US
9
KOREA
7
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Creator-led social platforms (e.g., TikTok, YouTube, influencers)
12
28 ↑
21 ↑
17
AI-created and AI-assisted content (music, visuals, stories)
32 ↑
20
28 ↑
23
Interactive digital worlds (gaming, metaverse, virtual experiences)
17 ↑
9
7
6
Streaming entertainment (film, TV, K-content, global series)
10
17 ↑
21 ↑
16
Musica scenes and fan communities
4
7
8
14 ↑
Fashion, design, and visual aesthetics
11
11
8
7
I don’t have a strong opinion on this
14 ↑
9
7
16 ↑
Observations
AI-created content tops China at 32% ↑, well above the US (20%) — the most AI-bullish cultural forecast.
Interactive digital worlds reach 17% ↑ in China, more than double the US (9%), Korea (7%), or Japan (6%) — immersive digital is a distinctly Chinese bet.
Creator-led platforms at 12% trail the US (28% ↑) by 16pp, reflecting a different platform and creator ecosystem read.
Streaming entertainment is just 10% in China, half Korea (21% ↑), despite Korea-led global streaming content.
"No strong opinion" at 14% ↑ points to a sizable undecided segment alongside Japan (16% ↑).
Q.18
Job Market Advantage
In today's job market, what can give people the greatest advantage?
BASE · Among Gen Z (15-29) | Response in %
CROSS-MARKET · GEN ZCN = TARGET
Having the right degree / diploma
CHINA
8
US
13 ↑
KOREA
12
JAPAN
14
Having strong, up-to-date skills
CHINA
20
US
25 ↑
KOREA
18
JAPAN
22
Having the right connections
CHINA
22 ↑
US
20 ↑
KOREA
12
JAPAN
16
Having proven experience
CHINA
18
US
20
KOREA
23 ↑
JAPAN
20
Knowing how to embrace AI at work
CHINA
21 ↑
US
11
KOREA
20 ↑
JAPAN
11
It depends on the field
CHINA
9
US
11
KOREA
15 ↑
JAPAN
16 ↑
Raw data table
China
US
Korea
Japan
Having the right degree / diploma
8
13 ↑
12
14
Having strong, up-to-date skills
20
25 ↑
18
22
Having the right connections
22 ↑
20 ↑
12
16
Having proven experience
18
20
23 ↑
20
Knowing how to embrace AI at work
21 ↑
11
20 ↑
11
It depends on the field
9
11
15 ↑
16 ↑
Observations
Connections lead China's advantage list at 22% ↑, tied with the US (20% ↑) and well ahead of Korea (12%).
Embracing AI reaches 21% ↑ in China, nearly double the US (11%) and Japan (11%) — tech fluency is front-of-mind.
Proven experience (18%) and up-to-date skills (20%) in China trail the US (20% and 25% ↑) slightly.
The right degree is lowest in China at 8%, half of Japan (14%) — the sharpest move away from credentialism.
Section
Values and Mindsets
China
Q.19
Value Statements
Below are some descriptions about how people feel about life or lifestyle. How much do you agree or disagree with each description?
BASE · Among Gen Z (15-29) | Response in % | Top 2 Box (Strongly agree or Agree)
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Stability vs. new excitement Stability is more important than new excitement for me
24W1
78 ↑
24W2
77 ↑
25W1
70
25W2
70
0
Risk-taking I’d rather take a risk than missing out on a good opportunity
24W1
69 ↑
24W2
67
25W1
63
25W2
70 ↑
▲ 7
Wellbeing I actively care for my mental and emotional health
24W1
87 ↑
24W2
88 ↑
25W1
82
25W2
93 ↑
▲ 11
Material stability It’s my first priority to maintain material stability in my life
24W1
80 ↑
24W2
81 ↑
25W1
74
25W2
84 ↑
▲ 10
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
24W1
84 ↑
24W2
87 ↑
25W1
79
25W2
88 ↑
▲ 9
Relationship I actively build meaningful, supportive relationships
24W1
81
24W2
82
25W1
79
25W2
89 ↑
▲ 10
Fit in I prefer to fit in (rather than stand out)
24W1
66 ↑
24W2
62
25W1
63
25W2
59
▼ 4
Authenticity I strive to be true to myself, embracing both strengths and flaws
24W1
82
24W2
87 ↑
25W1
80
25W2
93 ↑
▲ 13
Fulfilling work I get personal satisfaction from my job / school work
24W1
81 ↑
24W2
83 ↑
25W1
75
25W2
88 ↑
▲ 13
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
24W1
82
24W2
84 ↑
25W1
78
25W2
85 ↑
▲ 7
Ambition I am focused on success and actively pursue success in my personal and professional life
24W1
80 ↑
24W2
78
25W1
74
25W2
84 ↑
▲ 10
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
24W1
70 ↑
24W2
70 ↑
25W1
60
25W2
65
▲ 5
Success I set small goals for myself, instead of pursuing grand success defined by social norms
24W1
76
24W2
76
25W1
75
25W2
82 ↑
▲ 7
Curiosity I believe curiosity is critical to continue to grow as a person
24W1
82 ↑
24W2
87 ↑
25W1
78
25W2
90 ↑
▲ 12
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
24W1
80 ↑
24W2
78 ↑
25W1
73
25W2
81 ↑
▲ 8
Fun Having fun is the most important aspect of life – live in the moment
24W1
80
24W2
84 ↑
25W1
78
25W2
92 ↑
▲ 14
New excitement I constantly seek activities or things that’ll bring new excitement to my life
24W1
80
24W2
82 ↑
25W1
77
25W2
87 ↑
▲ 10
Outdoor I try to get outdoors as much as possible
24W1
79
24W2
83 ↑
25W1
77
25W2
88 ↑
▲ 11
Looking good It’s important for me to look attractive and appealing
24W1
78 ↑
24W2
76
25W1
73
25W2
84 ↑
▲ 11
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
24W1
68
24W2
71
25W1
69
25W2
73
▲ 4
Raw data table
24W1
24W2
25W1
25W2
Safety/Stability
Stability vs. new excitement Stability is more important than new excitement for me
78 ↑
77 ↑
70
70
Risk-taking I’d rather take a risk than missing out on a good opportunity
69 ↑
67
63
70 ↑
Wellbeing I actively care for my mental and emotional health
87 ↑
88 ↑
82
93 ↑
Material stability It’s my first priority to maintain material stability in my life
80 ↑
81 ↑
74
84 ↑
Belonging/Relationship
Belonging It’s important for me to belong to a community (shared values, interests, or goals)
84 ↑
87 ↑
79
88 ↑
Relationship I actively build meaningful, supportive relationships
81
82
79
89 ↑
Fit in I prefer to fit in (rather than stand out)
66 ↑
62
63
59
Esteem/Accomplishment
Authenticity I strive to be true to myself, embracing both strengths and flaws
82
87 ↑
80
93 ↑
Fulfilling work I get personal satisfaction from my job / school work
81 ↑
83 ↑
75
88 ↑
Recognition It’s important for me to be recognized for my efforts at work, school or simply life
82
84 ↑
78
85 ↑
Growth/Fulfilment
Ambition I am focused on success and actively pursue success in my personal and professional life
80 ↑
78
74
84 ↑
Lying flat I’m not chasing the rat race; I prefer to avoid a competitive or work-/school-driven lifestyle
70 ↑
70 ↑
60
65
Success I set small goals for myself, instead of pursuing grand success defined by social norms
76
76
75
82 ↑
Curiosity I believe curiosity is critical to continue to grow as a person
82 ↑
87 ↑
78
90 ↑
Values/Lifestyle related
Environment As much as I can, I live a lifestyle that’s environmental friendly (e.g. reduce waste, recycle and reuse, reduce carbon emission)
80 ↑
78 ↑
73
81 ↑
Fun Having fun is the most important aspect of life – live in the moment
80
84 ↑
78
92 ↑
New excitement I constantly seek activities or things that’ll bring new excitement to my life
80
82 ↑
77
87 ↑
Outdoor I try to get outdoors as much as possible
79
83 ↑
77
88 ↑
Looking good It’s important for me to look attractive and appealing
78 ↑
76
73
84 ↑
Early adopter I’m usually the first one among people around me to try new things (innovation, technology, style, etc.)
68
71
69
73
Observations
Wellbeing tops the entire dataset at 93% ↑ in 25W2, up 11pp from 25W1 — self-care is the highest-scoring belief Chinese Gen Z hold.
Authenticity (93% ↑), curiosity (90% ↑), and fun (92% ↑) all hit new highs, with +13, +12, and +14pp rebounds from 25W1.
Lying flat erodes to 65% (24W1 70% → 25W1 60%), one of the few items not rebounding — the passive resistance narrative is losing hold.
"Fit in" scores the lowest at 59% and declines wave-over-wave, contrasting sharply with belonging at 88% ↑ — Gen Z wants community on their own terms.
Material stability (84% ↑) and belonging (88% ↑) co-surge with fun and new excitement (87% ↑), signalling ambition layered on security rather than either alone.
Q.20
Definition / Meaning of Success
BASE · Among Gen Z (15-29) | Answer selections <=3 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Having autonomy and doing things that I enjoy in work or life
24W1
-
24W2
35
25W1
35
25W2
43 ↑
▲ 8
Self-reliance or independence
24W1
-
24W2
44
25W1
39
25W2
41
▲ 2
Constant personal growths, in work or life (new skills, better overall condition)
24W1
-
24W2
37
25W1
32
25W2
38 ↑
▲ 6
Being happy with who I am
24W1
-
24W2
40
25W1
37
25W2
38
▲ 1
Achieving personal fulfillment from work / school
24W1
-
24W2
34
25W1
36
25W2
33
▼ 3
Achieving tangible, measurable goals
24W1
-
24W2
29
25W1
33
25W2
33
0
Building strong relationships, creating community
24W1
-
24W2
29
25W1
32 ↑
25W2
27
▼ 5
Making a positive impact in the world
24W1
-
24W2
31 ↑
25W1
28
25W2
25
▼ 3
Achieving happiness despite things don’t always go the way I want
24W1
-
24W2
22
25W1
27 ↑
25W2
23
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Having autonomy and doing things that I enjoy in work or life
-
35
35
43 ↑
Self-reliance or independence
-
44
39
41
Constant personal growths, in work or life (new skills, better overall condition)
-
37
32
38 ↑
Being happy with who I am
-
40
37
38
Achieving personal fulfillment from work / school
-
34
36
33
Achieving tangible, measurable goals
-
29
33
33
Building strong relationships, creating community
-
29
32 ↑
27
Making a positive impact in the world
-
31 ↑
28
25
Achieving happiness despite things don’t always go the way I want
-
22
27 ↑
23
Observations
Autonomy is the fastest-growing success definition at 43% ↑ in 25W2, up 8pp from 25W1.
Personal growth reaches 38% ↑, a 6pp lift, reinforcing self-directed progress as a core lens.
External impact ("making a positive impact") drops to 25% from a 24W2 high of 31% ↑ — world-changing is fading as a personal success marker.
Self-reliance holds at 41% and happiness-with-self at 38%, anchoring identity-rooted success over externally validated metrics.
Community-building dips to 27% from 32% ↑ at 25W1, completing the inward pivot.
Q.21
Topics Following Regularly
What topics have you followed the most in the past 6 months?
BASE · Among Gen Z (15-29) | Response in % | Answer selections <=5
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
AI/future technologies
24W1
28
24W2
29
25W1
27
25W2
34 ↑
▲ 7
Work/life balance
24W1
25
24W2
22
25W1
23
25W2
30 ↑
▲ 7
Latest cultural, fashion trends
24W1
27
24W2
23
25W1
26
25W2
30 ↑
▲ 4
Healthy, active lifestyle
24W1
25
24W2
22
25W1
23
25W2
26
▲ 3
International events
24W1
17
24W2
18
25W1
15
25W2
23 ↑
▲ 8
Embracing outdoors and nature (camping, backpacking, watersports, snow sports, etc.)
Traditional culture and arts (e.g. TCM, martial arts, Peking opera, Mahjong)
32
29
26
28
Chinese philosophical values, perspectives and wisdom
24
25
22
27
Diverse food culture
31 ↑
23
25
25
Innovation of Chinese brands
23
23
24
24
Political, economic and military strength
20
24
18
24
Chinese aesthetics (color, traditional clothes / HanFu)
25
24
22
23
Chinese language
25 ↑
20
25 ↑
19
Culture & ethnic diversity
19
18
23 ↑
18
Delicate traditional craftmanship
20
22 ↑
22 ↑
17
Chinese artistic creation
21 ↑
18
26 ↑
16
Chinese fashion designers, such as Shushu Tong
16
17
18
16
Sports that Chinese athletes excel, e.g. Ping pong, gymnastics
20 ↑
20 ↑
21 ↑
14
Contemporary culture exports
20 ↑
17
19 ↑
13
Chinese brands going overseas
15
14
12
13
Policies and initiatives for a better planet
15 ↑
15 ↑
12
11
Observations
Technology and manufacturing power surges to 38% ↑, up 14pp from 25W1 — now tied for top pride source.
Historical depth (38% ↑) and civilization relics (33% ↑) also hit highs, completing an "ancient-plus-innovator" narrative.
Traditional culture (28%), Chinese aesthetics (23%), and Chinese art creation (16%) drift downward wave-over-wave — soft-culture pride fading.
Food culture cools to 25% from a 24W1 peak of 31% ↑, losing ground to the civilizational narrative.
Sports pride falls to 14% from 21% ↑ at 25W1, and contemporary culture exports drop to 13% — athletic and cultural export pride softens.
Q.23
Words to Describe the Past 6 Months
If you can use 3 words or phrases to describe the past 6 months – it could be your feelings or your perspectives for the society, what words would you use?
BASE · Among Gen Z (15-29) | 3 Answers | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Positive
24W1
89
24W2
88
25W1
90
25W2
89
▼ 1
Energetic
24W1
34
24W2
30
25W1
31
25W2
33
▲ 2
Hopeful / optimistic
24W1
26
24W2
29
25W1
27
25W2
32 ↑
▲ 5
Content
24W1
26
24W2
25
25W1
25
25W2
30 ↑
▲ 5
Happy / joyful
24W1
27
24W2
26
25W1
31
25W2
29
▼ 2
Peaceful / Chill / Relaxed
24W1
26
24W2
23
25W1
23
25W2
25
▲ 2
Exciting / Excited
24W1
18
24W2
19
25W1
19
25W2
16
▼ 3
Fun
24W1
15
24W2
15
25W1
16
25W2
16
0
Thankful
24W1
19 ↑
24W2
15
25W1
15
25W2
14
▼ 1
Encouraged
24W1
15
24W2
15
25W1
14
25W2
14
0
Adventurous / brave
24W1
12
24W2
13
25W1
14
25W2
10
▼ 4
Neutral
24W1
30
24W2
30
25W1
30
25W2
32
▲ 2
Routine
24W1
15
24W2
13
25W1
14
25W2
16
▲ 2
Eventful
24W1
9 ↑
24W2
8
25W1
6
25W2
10 ↑
▲ 4
Uncertain
24W1
9
24W2
12
25W1
9
25W2
9
0
Detached / unengaged
24W1
3
24W2
3
25W1
5 ↑
25W2
2
▼ 3
Negative
24W1
27
24W2
31 ↑
25W1
32 ↑
25W2
25
▼ 7
Exhausted / Tired
24W1
6
24W2
6
25W1
6
25W2
7
▲ 1
Worried / Anxious
24W1
6
24W2
8
25W1
5
25W2
6
▲ 1
Stressful
24W1
6
24W2
8
25W1
7
25W2
6
▼ 1
Lost / Confused
24W1
6
24W2
7
25W1
5
25W2
5
0
Defeated
24W1
3
24W2
3
25W1
3
25W2
4
▲ 1
Depressed / Sad
24W1
5 ↑
24W2
4
25W1
6 ↑
25W2
3
▼ 3
Lonely
24W1
3
24W2
5
25W1
4
25W2
3
▼ 1
Helpless
24W1
3
24W2
3
25W1
4
25W2
3
▼ 1
Numb
24W1
3
24W2
4
25W1
4
25W2
3
▼ 1
Angry
24W1
3
24W2
3
25W1
5 ↑
25W2
2
▼ 3
Disappointed
24W1
2
24W2
3
25W1
3
25W2
2
▼ 1
Raw data table
24W1
24W2
25W1
25W2
Positive
89
88
90
89
Energetic
34
30
31
33
Hopeful / optimistic
26
29
27
32 ↑
Content
26
25
25
30 ↑
Happy / joyful
27
26
31
29
Peaceful / Chill / Relaxed
26
23
23
25
Exciting / Excited
18
19
19
16
Fun
15
15
16
16
Thankful
19 ↑
15
15
14
Encouraged
15
15
14
14
Adventurous / brave
12
13
14
10
Neutral
30
30
30
32
Routine
15
13
14
16
Eventful
9 ↑
8
6
10 ↑
Uncertain
9
12
9
9
Detached / unengaged
3
3
5 ↑
2
Negative
27
31 ↑
32 ↑
25
Exhausted / Tired
6
6
6
7
Worried / Anxious
6
8
5
6
Stressful
6
8
7
6
Lost / Confused
6
7
5
5
Defeated
3
3
3
4
Depressed / Sad
5 ↑
4
6 ↑
3
Lonely
3
5
4
3
Helpless
3
3
4
3
Numb
3
4
4
3
Angry
3
3
5 ↑
2
Disappointed
2
3
3
2
Observations
Positive sentiment holds at 89% while negative drops to 25% from a 25W1 peak of 32% ↑ — net mood improves meaningfully.
Hopeful/optimistic reaches 32% ↑ and content hits 30% ↑, both rising — positivity shifts toward settled rather than excited.
Excitement (16%) and adventurous (10%) drift down from earlier waves, showing a maturing, calmer positivity.
Eventful jumps to 10% ↑, coherent with the international events attention spike in Q.21.
Depressed drops to 3% and angry to 2% from 25W1 peaks of 6% ↑ and 5% ↑ — acute negative emotions retreat.
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
Physical health tops Gen Z's "going well" at 11%, with school/education uniquely Gen Z at 11% ↑ (versus 3% Millennials).
Gen X skews distinctly toward family relationships (15% ↑) and housing (10% ↑) as life wins — cohort roles differ sharply.
Cost of living (13%) and future planning (11%) lead Gen Z's pain list — economic squeeze on aspirations.
Digital device/social media tension at 8% ↑ is a Gen Z-specific friction, versus 5% for Gen X.
Mental health splits evenly: 8% call it going well, 8% call it going badly — a polarized wellbeing reality within one cohort.
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 tops at 33%, holding steady wave-over-wave as the non-negotiable anchor.
Personal development softens to 32% from a 24W1 peak of 35% ↑ — intense self-improvement moderates.
Work/life balance (26%), entertainment (24%), doing-what-I-like (24%), and mental health (24%) cluster as a balance-seeking tier.
Travel aspiration drops to 19% from 25% at 25W1 — resource-constrained near-term horizon.
Community-building is lowest at 12%, consistent with the personal-over-communal orientation across the dataset.
Section
Lifestyle
China
Q.26
Increased Time Spent by Activity
Thinking of how you typically spend time daily, which activities have you spent more time on in the past 6 months compared to earlier, and which ones have you spent less time on?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
24W1
39 ↑
24W2
42 ↑
25W1
32
25W2
39 ↑
▲ 7
Personal interests and hobbies (things or activities you do for fun)
24W1
33
24W2
35 ↑
25W1
29
25W2
30
▲ 1
Watching TV/movies at home
24W1
24
24W2
23
25W1
24
25W2
27
▲ 3
Self-development (e.g. further learning after work/school or not required by work/school)
24W1
31
24W2
36
25W1
29
25W2
26
▼ 3
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
24W1
25
24W2
29 ↑
25W1
22
25W2
25
▲ 3
School / working at a paid job
24W1
31
24W2
32
25W1
27
25W2
24
▼ 3
Resting / sleeping
24W1
22
24W2
22
25W1
23
25W2
24
▲ 1
Time with friends
24W1
22
24W2
21
25W1
22
25W2
21
▼ 1
Personal grooming (putting on makeup, shaving, etc.)
24W1
21 ↑
24W2
18
25W1
18
25W2
16
▼ 2
Cooking
24W1
16
24W2
16
25W1
17
25W2
15
▼ 2
Time with your spouse or significant other
24W1
15
24W2
12
25W1
12
25W2
14
▲ 2
Reading a long-form book (fiction, non-fiction, poetry)
24W1
-
24W2
-
25W1
15
25W2
14
▼ 1
None of the above
24W1
6
24W2
3
25W1
7
25W2
10 ↑
▲ 3
Reading magazines or newspapers, online or offline
24W1
15 ↑
24W2
16 ↑
25W1
14 ↑
25W2
6
▼ 8
Raw data table
24W1
24W2
25W1
25W2
Browsing social media platforms (Douyin, WeChat, Weibo, Xiaohongshu, Bilibili, etc.)
39 ↑
42 ↑
32
39 ↑
Personal interests and hobbies (things or activities you do for fun)
33
35 ↑
29
30
Watching TV/movies at home
24
23
24
27
Self-development (e.g. further learning after work/school or not required by work/school)
31
36
29
26
Time spent outdoors (a walk in the neighborhood, city, park, nature, etc.)
25
29 ↑
22
25
School / working at a paid job
31
32
27
24
Resting / sleeping
22
22
23
24
Time with friends
22
21
22
21
Personal grooming (putting on makeup, shaving, etc.)
21 ↑
18
18
16
Cooking
16
16
17
15
Time with your spouse or significant other
15
12
12
14
Reading a long-form book (fiction, non-fiction, poetry)
-
-
15
14
None of the above
6
3
7
10 ↑
Reading magazines or newspapers, online or offline
15 ↑
16 ↑
14 ↑
6
Observations
Social media dominates at 39% ↑, up 7pp from 25W1 and reasserting top position.
Top seven activities are all solitary or self-directed — social media, hobbies, TV at home, self-development, outdoors, work, rest.
Time with friends holds at 21%, well below the top tier, coherent with community-building's low priority in Q.25.
Magazine/newspaper reading collapses to 6% from 14% ↑ at 25W1 — structured editorial content gives way to algorithmic feeds.
"None of the above" rises to 10% ↑ from 7%, suggesting a subset with fewer directional shifts.
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 leads at 47%, up 5pp, as the internally-driven anchor motivation.
Value of autonomy reaches 39% ↑, up 4pp — learning is increasingly tied to independence.
Entrepreneurial spirit jumps to 39% from 31%, an 8pp lift, reflecting future-preparation in an uncertain economy.
Career enhancement rises to 36% from 29%, reinforcing practical payoff alongside identity reasons.
Social-media inspiration drops to 22% from 28%, and "better use of time" to 15% from 25% ↑ — less passive, more purposeful learning.
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
Happiness as a driver surges to 63% ↑, up 13pp from 25W1 — hobbies as joy sources lead clearly.
Stress relief jumps to 45% ↑, up 12pp, reflecting growing release-valve function.
Personal values alignment rises to 50%, framing hobbies as identity expression.
Autonomy drops to 32% from 41% ↑ at 25W1 — independence-seeking recedes as pleasure-seeking grows.
Similar-interest community stays steady at 40%, signalling the social layer holds.
Q.29
Regular Go-To Activities
Over the past 6 months, which of the following activities have you engaged in regularly?
BASE · Among Gen Z (15-29) | Multiple selections | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Exercise, overall health management (e.g. jogging, walking)
24W1
42 ↑
24W2
43 ↑
25W1
37
25W2
50 ↑
▲ 13
Resting, not doing much or doing less
24W1
31
24W2
37 ↑
25W1
34
25W2
38 ↑
▲ 4
Socializing, connecting with others (e.g. going to restaurants)
24W1
40 ↑
24W2
36
25W1
35
25W2
37
▲ 2
Self-development activities (e.g. reading, learning a new skill)
24W1
33
24W2
38 ↑
25W1
30
25W2
34
▲ 4
Entertainment, arts, culture related (e.g. watching movies)
24W1
33
24W2
33
25W1
34
25W2
33
▼ 1
Travel somewhere for fun, not for business
24W1
29
24W2
32
25W1
29
25W2
29
0
Outdoor activities (e.g. hiking, camping)
24W1
29
24W2
32
25W1
28
25W2
28
0
Sports (e.g. basketball, soccer, skateboarding)
24W1
24
24W2
25
25W1
22
25W2
23
▲ 1
Visiting places recommended by friends or social media
24W1
22 ↑
24W2
19
25W1
22
25W2
18
▼ 4
Raw data table
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking)
42 ↑
43 ↑
37
50 ↑
Resting, not doing much or doing less
31
37 ↑
34
38 ↑
Socializing, connecting with others (e.g. going to restaurants)
40 ↑
36
35
37
Self-development activities (e.g. reading, learning a new skill)
33
38 ↑
30
34
Entertainment, arts, culture related (e.g. watching movies)
33
33
34
33
Travel somewhere for fun, not for business
29
32
29
29
Outdoor activities (e.g. hiking, camping)
29
32
28
28
Sports (e.g. basketball, soccer, skateboarding)
24
25
22
23
Visiting places recommended by friends or social media
22 ↑
19
22
18
Observations
Exercise/health leads at 50% ↑, up 13pp from 25W1 — a decisive physical-activity surge.
Rest/recovery reaches 38% ↑, up 4pp, reinforcing the active-plus-rested pairing.
Socializing holds at 37% and entertainment at 33% — consistent baseline activity levels.
Self-development bounces back to 34% from 30%, coherent with the renewed learning motivations in Q.27.
Social-media-recommended visits drop to 18% from 22%, the clearest softening — "打卡" culture cooling.
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 explodes to 64% ↑, up 16pp from 25W1 — the dominant low-barrier fitness behavior.
Biking holds at 36%, slightly down from 37% ↑ but still the second major modality.
Solo gym (29%) and app-based home workouts (24%) hold steady, structured formats flat.
Personal-trainer gym sessions drop to 14% from 24% ↑, and group fitness to 12% from 15% — paid, scheduled formats declining.
Meditation/healing slips to 16% from 21% — wellness-oriented practices remain niche.
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 %
Going to concerts, shows, theaters, stage performance
18
22
28
23
Visiting museums, or art exhibits
21
22
18
19
Going to store events (e.g. store opening, collaborations events, pop-up stores)
18
19
17
16
Attending sharing events of personal experience, knowledge, books, etc.
17
20
23
14
Outdoor movie night/event
21
18
16
12
Walking tours
11
11
14
9
Observations
Cinema rebounds strongly to 51% ↑ from 40%, reasserting theatrical entertainment as top activity.
Home TV/movies hit 48% ↑ from 37%, an 11pp surge — screen entertainment dominates both venues.
Shopping as entertainment recovers to 44% ↑ from 33%, returning to earlier peaks.
Theme parks reach 32% ↑ from 30%, a sustained Gen Z ritual.
Participatory formats decline: sharing events drop to 14% from 23%, walking tours to 9% from 14% — communal formats fade.
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/bars lead at 41%, up 5pp — dining anchors social life.
Video games with friends jump to 36% ↑ from 26%, a 10pp gain — gaming mainstreams as social format.
Coffee shops reach 33% ↑ from 23%, up 10pp — cafe culture surge.
Board games drop to 14% from 23% ↑, and home bars to 15% from 19% — organized at-home formats lose ground.
Parks/picnics fall to 27% from 31%, reinforcing the consumption-space pivot over outdoor gatherings.
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 rebounds to 41% ↑ from 32%, returning to top position.
Knowledge-management tools (Notion, Obsidian) leap to 38% ↑ from 27%, an 11pp surge — the biggest self-development mover.
Reading books holds at 37% and online courses at 32%, steady structural learning.
Study-with-a-buddy drops to 20% from 30% ↑, and magazine/article reading to 17% from 25% ↑ — social and editorial learning fade.
Weekend/night school slips to 12% from 16%, institutional formats softening.
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
Any-interest-group participation holds at 53%, flat since 25W1 — growth has plateaued.
Sports groups at 50% and brand groups at 43% round out the top categories, also flat wave-over-wave.
Soccer groups rise to 12% from 9%, coherent with soccer's surge in Q.31.
Animation clubs reach 11% from 8%, signalling steady anime mainstreaming.
No single group type exceeds 25%, confirming fragmented, niche circle culture (圈子文化).
Q.40
Activities Aspire to Do More
What are some activities that you aspire to do more in the coming 6 months?
BASE · Among Gen Z (15-29) | Answer Selections <= 5 | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Exercise, overall health management (e.g. jogging, walking, strength training)
24W1
42 ↑
24W2
45 ↑
25W1
36
25W2
47 ↑
▲ 11
Travel somewhere for fun, not for business
24W1
31
24W2
31
25W1
31
25W2
41 ↑
▲ 10
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
24W1
31
24W2
36
25W1
32
25W2
37
▲ 5
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
24W1
33
24W2
37
25W1
33
25W2
37
▲ 4
Self-development activities (e.g. reading, learning a new skill)
24W1
35
24W2
39
25W1
36
25W2
36
0
Resting, not doing much or doing less
24W1
29
24W2
35
25W1
30
25W2
32
▲ 2
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
24W1
29
24W2
31
25W1
28
25W2
30
▲ 2
Sports (e.g. basketball, soccer, skateboarding)
24W1
21
24W2
21
25W1
19
25W2
25
▲ 6
Visiting places that recommend by friends or social media (打卡)
24W1
22 ↑
24W2
19 ↑
25W1
19 ↑
25W2
13
▼ 6
Raw data table
24W1
24W2
25W1
25W2
Exercise, overall health management (e.g. jogging, walking, strength training)
42 ↑
45 ↑
36
47 ↑
Travel somewhere for fun, not for business
31
31
31
41 ↑
Entertainment, arts, culture related activities (e.g. watching movies, visiting museums, going to concerts)
31
36
32
37
Socializing, connecting with others (e.g. going to restaurants/bars/coffee places with friends)
33
37
33
37
Self-development activities (e.g. reading, learning a new skill)
35
39
36
36
Resting, not doing much or doing less
29
35
30
32
Outdoor activities (those done outside, e.g. hiking, camping, ultimate frisbee)
29
31
28
30
Sports (e.g. basketball, soccer, skateboarding)
21
21
19
25
Visiting places that recommend by friends or social media (打卡)
22 ↑
19 ↑
19 ↑
13
Observations
Exercise aspiration leads at 47% ↑, up 11pp — both current behavior and forward intent align.
Travel aspiration jumps to 41% ↑ from 31%, the biggest aspiration shift — pent-up desire outpacing current behavior.
Entertainment/culture (37%), socializing (37%), and self-development (36%) cluster as a balanced near-future agenda.
Sports aspiration rises to 25% from 19%, supporting the mass-sports surge read.
Social-media-recommended visits drop to 13% from 19% ↑ — "打卡" aspiration continues to fade.
Section
Chinese New Year
China
Q.41
Attitudes towards CNY
Here are some descriptions about Chinese New year. How much do you agree or disagree with each of them?
BASE · Among Gen Z (15-29) | Completely agree or Somewhat agree | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
To me the most important thing about CNY is to be with the entire family
24W1
-
24W2
89
25W1
-
25W2
89
I look forward to the traditional Chinese customs during Chinese New Year
24W1
-
24W2
79
25W1
-
25W2
81
The flavor of Chinese New Year is not as strong as it used to be
24W1
-
24W2
66
25W1
-
25W2
72 ↑
Chinese New Year is the festival that I look forward to the most every year
24W1
-
24W2
72
25W1
-
25W2
68
Chinese New Year is the holiday where you can eat and drink without fear or guilt
24W1
-
24W2
65
25W1
-
25W2
67
I don't look forward to Chinese New Year as much as when I was younger anymore
24W1
-
24W2
58
25W1
-
25W2
65 ↑
I feel that Chinese New Year is more important for the elderly and children in the family, and I'm just along for the ride.
24W1
-
24W2
55
25W1
-
25W2
58
I'm burdened by some moments in Chinese New Year, such as visiting remote families, awkward chats, some sensitive topics (girlfriend/boyfriend, work,..etc.)
24W1
-
24W2
49
25W1
-
25W2
57 ↑
Raw data table
24W1
24W2
25W1
25W2
To me the most important thing about CNY is to be with the entire family
-
89
-
89
I look forward to the traditional Chinese customs during Chinese New Year
-
79
-
81
The flavor of Chinese New Year is not as strong as it used to be
-
66
-
72 ↑
Chinese New Year is the festival that I look forward to the most every year
-
72
-
68
Chinese New Year is the holiday where you can eat and drink without fear or guilt
-
65
-
67
I don't look forward to Chinese New Year as much as when I was younger anymore
-
58
-
65 ↑
I feel that Chinese New Year is more important for the elderly and children in the family, and I'm just along for the ride.
-
55
-
58
I'm burdened by some moments in Chinese New Year, such as visiting remote families, awkward chats, some sensitive topics (girlfriend/boyfriend, work,..etc.)
-
49
-
57 ↑
Observations
Family togetherness holds at 89%, the undisputed CNY core.
"Flavor of CNY fading" rises to 72% ↑ from 66% — seven in ten sense tradition's dilution.
"Don't look forward as much" climbs to 65% ↑ from 58%, a 7pp jump in personal disengagement.
Burden from CNY moments (awkward chats, visits) hits 57% ↑ from 49% — social friction growing.
Traditional-custom anticipation (81%) and eat/drink-without-guilt framing (67%) remain strong — ritual love co-exists with occasion fatigue.
Q.42
CNY customs
What do you usually do for Chinese New Year and what do you look forward to doing for the coming CNY in 2026?
BASE · Among Gen Z (15-29) | Multiple responses | Response in %
WAVE TREND · CHINA · GEN Z△ = 25W2 vs 25W1
Family reunion dinner
24W1
-
24W2
56
25W1
-
25W2
65 ↑
Traditional customary activities such as setting off firecrackers/cannons, watching lion and dragon dances, etc.
24W1
-
24W2
44
25W1
-
25W2
44
Watching the Spring Festival Gala
24W1
-
24W2
40
25W1
-
25W2
42
Shopping for things that I normally don’t splurge on
24W1
-
24W2
32
25W1
-
25W2
34
Receiving red envelopes
24W1
-
24W2
37
25W1
-
25W2
34
Gathering with family/friends, such as Karaoke, Home party, go bowling
24W1
-
24W2
33
25W1
-
25W2
32
Visiting relatives and friends you don't normally see
24W1
-
24W2
30
25W1
-
25W2
31
Giving red envelopes
24W1
-
24W2
32
25W1
-
25W2
29
Outdoor activities with family/friends, such as climbing mountains, going to the parks
24W1
-
24W2
25
25W1
-
25W2
24
Going to temples with family / friends to ask for good fortune and blessings
24W1
-
24W2
22
25W1
-
25W2
22
Travel to somewhere warm
24W1
-
24W2
14
25W1
-
25W2
12
Travel, no matter whether it’s warm or not
24W1
-
24W2
14
25W1
-
25W2
12
Raw data table
24W1
24W2
25W1
25W2
Family reunion dinner
-
56
-
65 ↑
Traditional customary activities such as setting off firecrackers/cannons, watching lion and dragon dances, etc.
-
44
-
44
Watching the Spring Festival Gala
-
40
-
42
Shopping for things that I normally don’t splurge on
-
32
-
34
Receiving red envelopes
-
37
-
34
Gathering with family/friends, such as Karaoke, Home party, go bowling
-
33
-
32
Visiting relatives and friends you don't normally see
-
30
-
31
Giving red envelopes
-
32
-
29
Outdoor activities with family/friends, such as climbing mountains, going to the parks
-
25
-
24
Going to temples with family / friends to ask for good fortune and blessings
-
22
-
22
Travel to somewhere warm
-
14
-
12
Travel, no matter whether it’s warm or not
-
14
-
12
Observations
Family reunion dinner rises to 65% ↑ from 56% — the strongest, most consolidated custom.
Traditional customs (44%), Spring Festival Gala (42%), and shopping (34%) hold as the next tier.
Red envelope behaviors remain stable: receiving (34%), giving (29%).
Temple visits (22%) and travel for warmth (12%) hold steady — pilgrimage and escape formats unchanged.
Overall activity mix is highly stable year-over-year, with only family dinner showing a statistically significant lift.
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
CNY gifting rises to 45% ↑ from 40% — more Gen Z now participate in the gift economy.
Parents are the priority recipient at 70% ↑, up 8pp, with superiors at work jumping to 19% ↑ from 12% — professional-relationship gifting is emerging.
Supplements lead gift categories at 70% ↑, up 9pp — health-for-elders gifting dominates.
Spirits surge to 34% ↑ from 21%, and wine to 35% ↑ from 27% — premium alcohol gifting reclaims ground.
Jewelry and watch slip to 25% from 30%, consistent with broader luxury cooling.
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 softens: non-travelers rise to 68% ↑ from 63% — more Gen Z staying home.
Among travelers, international destinations jump to 43% ↑ from 32% — those who do travel go farther.
East Asia (22% ↑ from 13%) and Southeast Asia (18% ↑ from 10%) lead international growth — accessible, visa-friendly markets.
Domestic shifts to experiential: outdoor nature reaches 53% ↑ and theme parks 39% ↑, both sharply up.
Skiing drops to 10% from 19% ↑, and simple hotel relaxation softens — novelty formats normalize.
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
Broad-based spending recovery: total index at 1081 ↑ from 935 at 25W1, with rises across most categories.
Personal care surges: skincare (67% ↑), haircare (63% ↑), fragrances (34% ↑), alcohol (50% ↑) — double-digit lifts across self-treat categories.
Personal tech holds elevated at 69% ↑, confirming durable hardware appetite.
Travel spending climbs to 54% ↑ from 49%, converging with the high aspiration score in Q.40.
Finance products (37% ↑), healthcare (31% ↑), and jewelry/watch (29% ↑) also rebound — investment and defensive categories recovering together.
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)
Online shopping platforms surge to 59% ↑ from 34%, a 25pp rebound (likely 11.11 effect).
Brand-owned stores reach 45% ↑, up 1pp and continuing steady 2025 growth — direct-to-brand preference builds.
Sporting goods stores rise to 16% ↑ from 10%, aligned with athletic-wear surge.
Social media channels drop to 20% from 27%, and live streaming to 15% from 17% — social commerce cools.
WeChat mini-programs fall to 3% from 7% ↑, and community buy to 3% from 8% ↑ — social-triggered channels retreat.
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
Gen Z skincare leaders are L'Oréal Paris (15%), Estée Lauder (12%), PROYA (12%), Lancôme (11%) — top tier tightly clustered.
Millennials distinctly prefer SK-II (10% ↑) versus Gen Z (3%), a clear generational split.
Gen X anchors on L'Oréal Paris (18%), Lancôme (18%), La Mer (18%) — classic prestige heritage.
Gen Z makeup favorites are Lancôme (13%), PROYA (10%), Estée Lauder (9%) — Chinese domestic brand holds top-3 standing.
Millennials favor Estée Lauder (23% ↑) and SK-II (14% ↑) for makeup far more than Gen Z, underlining the prestige-brand generational divide.
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
Non-AI-users collapse to 12% from 25% ↑ — AI adoption moves from majority-optional to majority-mainstream in a year.
DeepSeek leads domestically at 54% ↑ from 41%, the clear domestic winner.
Claude (8%) and Grok (6%) enter the set, showing broadening tool stack among users.
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
NET Positive
24W1
92 ↑
24W2
95 ↑
25W1
81
25W2
96 ↑
▲ 15
Positive
24W1
58 ↑
24W2
59 ↑
25W1
47
25W2
68 ↑
▲ 21
Hopeful
24W1
54 ↑
24W2
47
25W1
42
25W2
44
▲ 2
I like it – boost productivity / efficiency
24W1
49
24W2
56 ↑
25W1
41
25W2
55 ↑
▲ 14
Help me connect with friends/family more
24W1
22
24W2
29
25W1
33
25W2
29
▼ 4
NET Neutral
24W1
66
24W2
63
25W1
61
25W2
66
▲ 5
Looking forward to more development – wait and see 观望状态
24W1
36
24W2
33
25W1
26
25W2
42 ↑
▲ 16
Curious
24W1
33
24W2
31
25W1
26
25W2
38 ↑
▲ 12
Uncertain / not so sure
24W1
9
24W2
7
25W1
17 ↑
25W2
7
▼ 10
Indifferent / neutral
24W1
6
24W2
7
25W1
9 ↑
25W2
4
▼ 5
NET Negative
24W1
21 ↑
24W2
21 ↑
25W1
36 ↑
25W2
11
▼ 25
Concerned
24W1
9
24W2
7
25W1
16 ↑
25W2
5
▼ 11
Scared
24W1
8 ↑
24W2
6
25W1
10 ↑
25W2
3
▼ 7
Doubtful / unbelieving
24W1
8
24W2
8
25W1
18 ↑
25W2
5
▼ 13
Worried / anxious
24W1
7 ↑
24W2
8 ↑
25W1
14 ↑
25W2
1
▼ 13
Raw data table
24W1
24W2
25W1
25W2
NET Positive
92 ↑
95 ↑
81
96 ↑
Positive
58 ↑
59 ↑
47
68 ↑
Hopeful
54 ↑
47
42
44
I like it – boost productivity / efficiency
49
56 ↑
41
55 ↑
Help me connect with friends/family more
22
29
33
29
NET Neutral
66
63
61
66
Looking forward to more development – wait and see 观望状态
36
33
26
42 ↑
Curious
33
31
26
38 ↑
Uncertain / not so sure
9
7
17 ↑
7
Indifferent / neutral
6
7
9 ↑
4
NET Negative
21 ↑
21 ↑
36 ↑
11
Concerned
9
7
16 ↑
5
Scared
8 ↑
6
10 ↑
3
Doubtful / unbelieving
8
8
18 ↑
5
Worried / anxious
7 ↑
8 ↑
14 ↑
1
Observations
Positive sentiment rebounds to 96% ↑ from 81%, returning to a high-water mark.
"I like it — boosts productivity" surges to 55% ↑ from 41%, a 14pp lift — utility is the dominant positive frame.
Curious (38% ↑) and wait-and-see (42% ↑) both hit highs, signalling optimistic anticipation over cautious hesitation.
Negative sentiment drops to 11% from a 25W1 peak of 36% ↑ — anxiety has largely dissipated.
Concerned (5%), scared (3%), and worried (1%) all fall sharply from 25W1 highs, completing a classic adoption curve rebound.
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 leads at 35% ↑, up 9pp — the single most aspirational brand, gaining ground in tight economy.
Louis Vuitton jumps to 26% ↑ from 18%, an 8pp gain, joining Chanel in heritage-rich leadership.
Hermès holds steady at 26% across all four waves — recession-resistant exclusivity positioning.
Balenciaga drops to 12% from 23% ↑, and Versace to 11% from 18% ↑ — streetwear-adjacent luxury loses ground.
Loewe quietly builds to 8% from 5%, consistent upward drift — craft-led positioning gains traction.
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
Heritage and legacy surge to 38% ↑ from 25%, a 13pp lift — the clearest definitional shift.
Collectable/investment value rises to 33% ↑ from 22%, an 11pp gain — luxury reframed as asset.
Unparalleled quality holds at 32%, the enduring core pillar.
Higher price collapses to 12% from 27% ↑ — price as luxury proxy loses legitimacy.
Positive-emotion framing drops to 31% from 36% ↑, ceding ground to rational financial lenses.
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 top at 19%, stable across all three waves with data.
Investment-appreciation driver rises to 10% from 5%, doubling as rational-finance motivation consolidates.
Exquisite design/quality climbs to 15% from 13%, intrinsic-quality buying grows.
Self-expression drops to 7% from 14% ↑ — identity signaling through luxury loses force.
"Show I'm discerning" falls to 6% from 12%, and "feel special" to 10% from 14% — private, earned framing replaces performative motivation.
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 ↑
Observations
Functional considerations reach 91% ↑, up 11pp from 25W1 — functional reasserts over emotional.
Nutrition hits 63% ↑ from 50%, clean/healthy 57% ↑ from 46%, organic 43% ↑ from 37% — health triad surges together.
Time-saving preparation jumps to 43% ↑ from 28%, a 15pp leap — convenience becoming a major buying lens.
KOL endorsement drops to 15% from 24% ↑, the single largest decline in emotional drivers.
"Fit in" community motivation falls to 20% from 32% ↑, and conversation-piece to 18% from 30% ↑ — social signaling softens.
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
Observations
High-quality ingredients and origin surges to 69% ↑ from 46%, a 23pp lift — the biggest jump in any consideration.
Authentic taste of origin reaches 62% from 52%, reinforcing heritage authenticity.
Mixability climbs to 58% from 48% — versatility gains weight in drinkers' decisions.
KOL endorsement drops to 21% from 30%, and collectable value to 36% from 64% ↑ — social and speculative framings fade.
Good value for money holds at 51%, pragmatic framing stable.
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 ↑
Observations
Comfort all-day surges to 63% ↑ from 47%, a 16pp lift — everyday wearability dominates.
Versatility reaches 52% ↑ from 41%, up 11pp, and classic/timeless at 44% ↑ from 32% — utility cluster strengthens.
Latest style hits 44% ↑, coexisting with timelessness — both functional and fresh matter.
Limited edition drops to 15% from 27% ↑, conversation-piece to 14% from 26% ↑, looks-expensive to 10% from 16% — scarcity signaling falls.
KOL endorsement drops to 18% from 26% ↑, fit-in to 20% from 30% ↑ — social drivers soften.
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
Observations
Classic/timeless rises to 46% ↑ from 29%, a 17pp lift — the biggest apparel shift toward durability.
Versatility at 52% ↑ and value for money at 53% lead practical considerations.
Looks-expensive collapses to 7% from 23% ↑, a 16pp drop — the sharpest status-signal retreat in the dataset.
Limited edition falls to 13% from 25% ↑, collectable value to 16% from 29% ↑ — scarcity loses buying relevance.
Fit-in drops to 20% from 30% ↑, KOL endorsement to 20% from 23% — social conformity recedes.
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
Observations
Natural/clean ingredients leads at 64% ↑, up 9pp — the top functional driver.
Simple steps/time-saving rises to 42% from 36% — efficiency gaining.
Lifestyle resonance enters at 42%, a new driver parallel to aesthetic resonance.
Conversation-piece drops to 14% from 25% ↑, rare/owned-by-few to 14% from 23% ↑ — scarcity framing softens.
Advanced technology/ingredients falls to 13% from 23%, reversing earlier tech framing of beauty.
Q.65
Tech
What are your main considerations when purchasing tech products? Please choose 5 most important considerations.
BASE · Among Gen Z (15-29) Who 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
Observations
Can-boost-productivity surges to 61% ↑ from 44%, up 17pp — productivity supplants convenience as top driver.
Latest/advanced technology reaches 58% ↑ from 44%, also up 14pp — innovation appetite strengthens.
Convenience of daily life climbs to 60% from 52%, re-anchoring as a top functional consideration.
Health-tool framing rises to 46% ↑, continuing steady gain.
KOL endorsement drops to 18% from 33% ↑, fit-in to 23% from 33% ↑ — social drivers sharply decline.
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
Classic/timeless style rises to 48% ↑ from 40%, the clearest functional shift.
Indulgent shopping experience surges to 40% ↑ from 33%, up 7pp — experience quality matters more than product rarity.
Values/lifestyle resonance holds high at 48% ↑, reflecting meaning-driven purchase.
"Makes me feel rich" collapses to 16% from 25% ↑ at 25W1 — wealth signaling retreats sharply.
KOL endorsement falls to 22% from 31% ↑, rare-and-owned-by-few to 21% from 26% — scarcity and influencer motivations soften.
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