Marking the Lunar New Year this weekend, we’re releasing our full report on the major shifts shaping culture in China. Download Inside China to find out what TikTok has to do with Maoism, and how coffee cups can signal a low-key youth revolution...

Download the report here


China represents one of the most exciting opportunities for international brands – but also one of the hardest markets to crack. With a whiplash-inducing rate of change, keeping up to speed is a pretty big task.

Perceptions of China are often either outdated or contradictory. Is it capitalist or communist? Cutting edge or catching up? In our 2019 Rise event of the same name (repeated by popular demand!), we took a tour along the fault lines of these tensions to reach five key cultural shifts.

As the rate of progress burns through the baggage of societal rules and restrictions, Chinese youth are balancing individualism with an inherited tradition of collective toeing the line. In this report, we go into the products of this tension. There’s the wave of national pride putting a fresh spin on the label ‘Made In China’; the new currency of status that goes beyond the material; and the leap from consumption to high-volume creative output.

For brands looking to make an impact in this market, swotting up is key. Our Inside China report takes you through our five indentified cultural shifts, as well as a crash course in how brands can make the switch from playing catch-up to leading the way. Download it here.