Despite the slowdown in China’s luxury market due to economic strains, the country is projected to become the largest personal luxury market by 2030. Chinese Gen Z shoppers, less focused on status symbols and more on craftsmanship and storytelling, are reshaping luxury trends. This generation values sustainability and slow living, preferring “quiet luxury” over flashy logos, a shift influenced by recent anti-wealth flaunting measures. Additionally, some Gen Z consumers are experiencing “luxury shame,” leading them to seek more understated displays of wealth. They also mix luxury with fast fashion to create unique styles, reflecting a nuanced approach to luxury consumption.