Data Snapshot Among branded ”City Walk” campaigns in 2024 in China, Ami’s ”Paris Paris Bag Hunt” leads social media impact with an impressive 17.9 million views, showcasing the power of blending digital interaction with physical experiences. In comparison, H&M’s ”Urban Roaming“ campaign attracted 2 million views, while Kenzo's ”Blooming Graffiti“ campaign garnered 4.2 million views. Analysis Taking off in 2022, this “City Walk“ trend, defined by young urbanites explore cities on foot without a set destination is aimed at seeking authentic and spontaneous experiences. Brands have gotten on board, with activations that reflect young consumer desire to escape the digital grind and reconnect with their surroundings in a more meaningful way. Whilst Ami, Kenzo and H&M made waves this year, previous ones have seen luxury labels like Gucci and Dior creating unique, localized experiences, organizing pop-up exhibitions in scenic city spots, catering to Gen Z's love for capturing and sharing visually appealing moments on social media. The Jing Daily Data Snapshot presents a swift take and analysis on the latest data from the leading research firms in the Chinese luxury and lifestyle markets.
