Douyin explores Gen-Z’s “New Delicacy Lifestyle” with start-up campaign

Key takeaways: China’s Gen-Z have different goals and values from previous generations; they pay more attention to experience, quality and social belonging. Their desire for a higher quality of life is reflected in the term “New Delicacy Lifestyle” (新精致主义) and in their online habits and consumption trends. Douyin focussed on this concept for its “Cutting-Edge … Continue reading Douyin explores Gen-Z’s “New Delicacy Lifestyle” with start-up campaign