The #独居生活 hashtag on Xiaohongshu gained over 400 million views in just 90 days, signaling a dramatic shift in how China's growing solo population consumes, lives, and seeks brands. From RIO's micro-buzz cocktails to Heytea's KOC seeding, leading brands are designing for the solo occasion rather than marketing solo living as a lifestyle. Inside what international brands can learn from Japan's ohitorisama economy and the new Xiaohongshu Solo Living seeding playbook.

Since China’s annual shopping festival Double Eleven (11.11) started in late October, one thing is clear: AI is playing a far more prominent role than ever before.

When discussing China’s new-generation beauty brands, 🌸Flower Knows (花知晓) stands out as one of the most distinctive success stories. Founded in 2016 by two post-90s male cosplay enthusiasts, the brand quickly rose to prominence with its dreamy, 少女心 (fairytale-girlish) packaging and pastel palettes.

In China's consumer market, paying for brand merchandise (品牌周边) is no longer a niche hobby, but fast becoming mainstream. Shoppers are...

A recent social media trend in China has taken the internet by storm: “经济上行的美” — the aesthetics of economic upturn . On Xiaohongshu...

From Guide to Community: Passive Browsing → Active Participation

On Xiaohongshu, the lifestyle platform at the heart of China’s Gen Z culture, a new kind of beauty trend is taking over, and it’s not...

Earlier this week, I walked past a pop-up booth inside a mall near our office in Shenzhen. It wasn’t a skincare launch, fashion flash...

Brands invest in Xiaohongshu influencer seeding, create buzz. Yet when it comes to actual sales, there’s little to show for it: no clear conversion, and certainly no repeat purchases. So what’s going wrong?

Amid China’s growing appeal to global travelers and residents, a new wave of international content creators is rising. These creators possess a unique dual appeal: domestic audiences are not only eager to see China through foreign eyes, but also keen to watch these individuals challenge stereotypes and present a more authentic, modern, and inclusive image of the country.