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China’s Generation Z, or Gen-Z, make up about 15% of the country’s total population. Now in their teens and early 20s, they are the next driving force of consumption in China. In China’s generational model, they are a combination of the post 90s (jiulinghou) and post 00s (linglinghou). Many digital brand campaigns target Gen-Z as a consumption-focussed and digital-savvy generation. Domestic brands are particularly popular among China’s younger generation, and they have embraced the guochao trend by showing off their national pride through consumer choices. Their digital know-how is not the only way they vary from older generations, they also have differing attitudes about relationships, marriage and birth. Nonetheless, they also face growing pressures, including long working hours and rising living costs resulting in growing debt. Read more about China’s Gen-Z on Dao Insights.