Each year, our What Matters trends report shines a light on the shifts shaping global consumer behaviour. Among the 12 trends identified in this year’s edition, several are particularly relevant to the Chinese market. As China adjusts to a post-COVID world and an economy no longer defined by relentless growth, spending habits are evolving. The focus has moved from external symbols of success to personal fulfilment and meaningful experiences.

Rather than luxury handbags, consumers are splurging on concert tickets. Instead of accumulating possessions, they’re exploring ways to slow down and reconnect with what matters most. Let’s take a closer look at five of the What Matters trends driving these changes – and how brands can adapt to meet these evolving priorities.

Trend 1: Reflective contentment

In 2024, Chinese consumers are celebrating self-acceptance like never before, shifting away from previous societal pressures to conform and present a perfect image. Take the MBTI personality framework – it has become hugely popular in China and is a genuine conversation starter. In fact, some bars even name cocktails after the personality types, encouraging people to recognise their unique strengths and weaknesses rather than conforming to societal expectations. Gen Z, in particular, is rejecting the pressure to project a flawless image in favour of authenticity.

The term “Mother Born Beauty” emerged in 2024 and adequately captures this growing cultural shift toward embracing authenticity over unattainable ideals. INTO YOU Cosmetics brought this to life through their charity event “525” (a play on the words meaning “I love me”), celebrating women’s cultural heritage and self-expression. Partnering with National Geographic, they also launched the Century of Women exhibition, inspiring women to break free from societal constraints and limitations. Similarly, Huawei’s campaign for its FreeBuds 6i noise-cancelling earbuds promotes mental wellness through calming yoga sessions, emphasising personal connection and well-being.

Trend 2: Mindful minimalism

Rational consumption in China has evolved into something more profound: mindful spending. It’s not about rejecting luxury but about finding meaning in it. Instead of showing off with status symbols, consumers are now investing in experiences that bring joy and purpose – think unique travel adventures or live concerts with their idols.

This shift is evident in the growing popularity of minimalist brands like skincare brand MALIN+GOETZ, whose Shanghai launch resonated with those seeking natural, uncomplicated skincare. Another example is Patagonia’s “Unfashionable” campaign that champions sustainability, prioritising timeless pieces over fleeting trends.

Trend 3: Embracing boredom

In a world saturated with digital content, Chinese consumers are seeking respite from the noise and are learning to appreciate quiet moments. From leisurely park strolls to city walks, people are rediscovering the beauty of slowing down, reconnecting with nature and disconnecting.

Brands are stepping up to meet this need. Audi’s “Take a Break Today” campaign, for example, invites Chinese consumers to relax in the comfort of their luxurious A8 L vehicle. The messaging emphasises the comfort and spaciousness of the car, encouraging people to “lie down” and enjoy the experience as a well-deserved respite from the pressures of life.​

Another example is how social media platform Xiaohongshu invites white-collar workers to board a special after work bus. The initiative encourages them to prioritise “me time” by exploring peaceful small towns instead of the usual urban hustle – offering a refreshing escape from the daily grind. Even IKEA China joined the conversation with a humorous twist, addressing work-life balance in a playful yet relatable way. Their campaign featured witty posters that gently mocked the relentless white-collar mindset. One example contrasts the restful lives of cows and horses with an overworked individual, highlighting the irony of brewing coffee as an act of self-care despite being completely drained. Through clever messaging and their products, IKEA reminded workers to pause, breathe and reclaim moments of rest.

Trend 4: Grounded globalisation

The “China pride” movement has grown into a deeper celebration of cultural roots. Brands are weaving authentic Chinese heritage into their innovations, creating a distinct identity that resonates locally while capturing global attention.

Florasis, for instance, is introducing the allure of traditional Chinese beauty to European audiences, showcasing the richness of its heritage on a global stage. Roborock – a prominent brand in the robot vacuum cleaner industry – is also bridging tradition and innovation. For the launch of its G20S Ultra launch, they tied the campaign to the cultural revival of Beijing’s Central Axis – a 7.8 km UNESCO World Heritage site that celebrates China’s history.

At Shanghai Disney Resort, shadow puppetry performances breathe new life into ancient storytelling, blending tradition with modern entertainment to captivate audiences of all ages.

Trend 5: Family reimagined

China’s pet economy is thriving, despite economic challenges. With fewer children, young consumers are pouring their affection – and spending – into their furry companions. By 2024, cats (71.5M) outnumbered dogs (52.6M), reflecting a preference for pets better suited to urban living. Cats demand less space and effort while fostering deep emotional connections.

Brands are tapping into this growing trend. Beauty retailer HARMAY is expanding into pet care, milk tea brand Nayuki partnered with the Hello Street Cat app to promote stray cat adoption and transportation service DiDi now offers pet-friendly rides. It’s a new kind of family love, one that celebrates the unique bond between people and their pets.

Looking ahead

As Chinese consumers navigate a rapidly changing landscape, their spending habits are evolving to reflect deeper values of authenticity, mindfulness, and emotional connection. Brands that align with these trends can foster loyalty and engagement, creating meaningful relationships with their audiences in this dynamic market.