The luxury and premium Chinese labels racking up millions of Xiaohongshu impressions and shaping fashion trends.

With celebs, entrepreneurs, and content creators flooding the race floor, Puma, Beats, and Land Rover Defender are betting that Hyrox is a new social and commercial platform for the aspirational fitness generation.

Brand’s breakfast pop-up proves a 3 RMB fried dough stick can generate attention faster than a traditional luxury campaign. But at what cost?

Outdoor pastime drawing 820 million Xiaohongshu plays has shifted from a middle-aged pursuit to a youth movement — and brands are only just beginning to notice.

Delayed marriage and a growing solo economy are freeing up disposable income — and Chinese men are spending it on themselves.

Houses opted for curated gift guides over dedicated collections or campaigns for China’s internet Valentine’s Day.

Tariffs and macro headwinds are real challenges. But the core issue is simpler: Aston Martin’s brand story can no longer bear the weight being placed on it.

New owners face a defining choice: scale the brand through licensing or first define the emotional meaning it must own for the next decade.

From a pair of shoes to a new form of self-expression, CROCS has found a long-term growth path in China.

Temporary stores are becoming immersive cultural battlegrounds, transforming fleeting retail spectacles into identity-driven experiences.

From viral lipsticks to contour palettes, bestselling C-beauty products are now the ones being copied — and the labels behind them are fighting back.

A wave of luxury store openings is redrawing the city’s retail map. But converting consumers from Hong Kong trips to sustained local spending won’t be easy.