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.

Since “TikTok refugees”  flocked to China’s social platforms 4 months ago, a series of cross-cultural events are triggering a new wave of...