China’s leading consumer trends of 2024

It’s been a transformative year for consumer trends in China, as tastes and demand continue to evolve alongside the nation’s fluctuating market and socio-political changes. With China and the APAC region yet to fully recover from the impact of Covid-19, consumers remain cautious about travel and retail spending amid lingering uncertainties. Recent months have seen Beijing introduce stimulus measures to stabilize the post-pandemic recovery, with consumer spending playing a critical role. Notably, this year’s Double 11 (Singles’ Day) Shopping Festival exceeded expectations, signaling cautious optimism among consumers and hinting at a potential rebound for the retail sector. It’s only natural that 2024’s biggest consumer trends are a reflection of these changes. These include a focus on minimalism, cultural pride, and holistic well-being, along with shifts toward intentional spending, traditional crafts, and natural yet tech-enhanced aesthetics. We explore these trends in more detail below. Luxury shaming and milk tea minimalism Earlier this year, the world was shocked when three popular Chinese influencers vanished from major Chinese social platforms amid a crackdown on “money worship.” The move, viewed as part of the CCP’s latest bid to reduce displays of conspicuous consumption and promote “common prosperity,” led Chinese social media platforms such as Weibo, Douyin, and Xiaohongshu to censor posts that flaunted wealth. In line with this broader push for moderation, many young Chinese are embracing a frugal lifestyle, even rejecting daily indulgences like milk tea and coffee in favor of simplicity and intentional spending. Influencers emphasize that saving money is practical and not shameful — a sentiment echoed across social media. “A cup of milk tea every day is 10,000 RMB ($1,407) per year,” minimalism blogger Cheng Youyou posted. “It is not shameful to save money, but it is shameful to be poor.” Other commenters replied that it is not shameful to have no money and that daily purchases like coffee and milk tea “don’t improve the quality of life — so just save what you can.” This pursuit of minimalism has also influenced China’s fashion trends. As “logomania” and “gorpcore” lose popularity, the focus has moved toward a celebration of quiet luxury and minimalist essentials. Holistic aesthetics and ‘tweakments’ While Lindsay Lohan continues to dominate discussions of cosmetic beauty culture in the West, in China, extreme transformations like the “Asian Baby Girl” look and the “explosive modification” trend remain popular across platforms like Douyin. “Tweakments,” which are non-invasive, tech-driven beauty treatments such as microneedling, laser therapies, and skin boosters, are gaining ground in China. These procedures cater to the demand for subtle, natural enhancements, aligning with East Asian beauty standards that emphasize refined and hydrated skin. Platforms like Xiaohongshu are driving this trend, as influencers openly share their experiences with treatments. Younger generations are leading the way with the usage of at-home innovations like LED masks and aesthetic medicine such as salon-based laser resurfacing sessions, seeking more personalized beauty solutions. Overall, China’s wellness market is expanding beyond beauty and fitness into a more comprehensive approach integrating physical, mental, and spiritual health. Millennials and Gen Z consumers are prioritizing preventative care, from Traditional Chinese Medicine (TCM) to mental health practices. Digital wellness tools and eco-friendly products are also becoming increasingly popular. As such, high-end brands have started incorporating wellness into their offerings, with hotels like Bulgari featuring premium spa experiences. Additionally, ongoing trends like “punk health,” “lying flat,” and “spiritual wellness” showcase consumer desires for balance amidst urban pressures. Feiyi, aka Guochao 2.0 Building on China's guochao (national pride) movement, the country has seen a revival of traditional Chinese crafts and cultural pride known as feiyi (非遗), with young consumers increasingly drawn to products and experiences rooted in its rich heritage. The government has actively promoted this trend through events and initiatives designed to safeguard intangible cultural heritage, including TV programs and tourism centered around traditional arts. And this strategy has proven highly effective. Traditional crafts, once associated primarily with older generations, are experiencing a resurgence on social media. According to a report released by Douyin in June, feiyi-related content on the platform grew by 36% compared to the previous year, with Gen Z, particularly those born after 2000, showing the most interest. Items such as lacquer fans, floral hairpins, and horse-face skirts are especially popular, reflecting younger audiences’ renewed fascination with traditional crafts. In fact, embroidered horse-face skirts, a feiyi-designated item, became a standout product in 2023, generating over $7 million in sales — a testament to the growing demand for cultural heritage in contemporary fashion.

China’s leading consumer trends of 2024

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Published December 26, 2024

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China’s leading consumer trends of 2024