In recent years, a fascinating cultural shift has swept across China’s consumer landscape — the rise of mystical consumption. More than just superstition, this trend reflects a deep yearning among young people for meaning, comfort, and hope in uncertain times.

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...

In China’s hyper-competitive consumer market,  price wars  are no longer isolated incidents—they are now business as usual. In the...

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...

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...

We hear this from brands all the time. They invest in influencer seeding, create buzz. Yet when it comes to actual sales, there’s little...

In a previous article, we discussed  how foreign content creators like  “IShowSpeed”  are gaining traction by documenting their journeys...

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

Through in-depth analysis, Double V Consulting identifies three defining trends shaping this market’s evolution—each embodied by leading players like POP MART.

This article delves into the strategies of three prominent female influencers on Xiaohongshu, analyzing their content approaches and brand.