CNY: What’s behind Gen Z’s unexpected return to old ways?

What happened? Recent surveys conducted by two media groups reveal new trends in the way younger Chinese consumers are celebrating Chinese New Year, including prioritizing family gatherings over travel, taking the lead in festival purchases, cooking the family reunion dinner on Chinese New Year’s Eve, and seeking out heritage-rich destinations. Southern Metropolis Daily, a Guangzhou-based newspaper, conducted an online survey in January of the post-1990 population, evenly split among those born 1990 to 1995, 1995 to 2000, and after 2000. Around 65.5% of respondents are traveling back to their hometowns for the holiday. This figure is higher among the post-2000 generation (75%). Many in their 20s said they are foregoing tourist trips to return home. Among the 30% of post-1995 respondents going on tourist trips, 50% are picking culturally rich cities. Tier 3 and Tier 4 cities have emerged as the most sought-after destinations. Over 40% of respondents have increased their budget for Lunar New Year, mainly for gifts, red envelopes, and New Year goods, or nianhuo, although nearly half say that their parents still dominate the purchase decisions for nianhuo. While traditional festive treats like sunflower seeds, peanuts, and citrus fruits remain popular, many young people are turning to more health-conscious selections. “The true sign of growing up is becoming the one who buys nianhuo for the whole family,” a 27-year-old new mother from Chongqing wrote on Xiaohongshu (also known as RedNote). Beyond the traditional Spring Festival staples, tech-savvy and cost-conscious Gen Zers are looking to upgrade their parents’ outmoded household appliances. Over 20% of respondents intend to buy smart home and digital products during the holiday through government subsidies and trade-in policies. Meanwhile, a recent survey by The Beijing News uncovered similar trends. Of the 70% of respondents who would like to cook the family celebratory dinner, 50% plan to add simpler, lighter Western dishes to the conventional lavish menu. The Jing Take These new findings paint a picture of the young Chinese generation shifting from carefree indulgence to embracing familial responsibility, a renewed connection to tradition, and a measured approach to festivities. This is significant for businesses, as millennials and Gen Zers are expected to contribute approximately 40% to China’s consumer market by 2030, according to a report by McKinsey. Spotting that the younger generation is taking the reins from their parents when it comes to Chinese New Year's shopping, JD.com has launched a campaign called “#nianhuo curator contest” (#京东年货主理人大赛) on Xiaohongshu. A few participating brands such as Xibei, a restaurant chain specializing in northwest Chinese cuisine, have offered pre-made ingredients to simplify cooking for young “chefs.” Gen Zers have also found themselves caught in the price war between Sam’s Club and Hema, both of which offer an abundance of semi-finished food packages. According to the The Beijing News survey, 47% of young consumers are shopping offline for nianhuo to seek festive experiences, compared with 43% who still prefer online shopping. Physical stores can leverage this trend by offering family-oriented bespoke offerings and partnering with local chefs and artisans to create exclusive shopping experiences. Weaving local culture and heritage into tourism could also be a key differentiator for the hospitality sector. Statistics from Meituan Travel show that air ticket bookings to Datong, Yangzhou, Quanzhou, and Jingdezhen among other cities with intangible cultural heritage have doubled YoY since January 1. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

CNY: What’s behind Gen Z’s unexpected return to old ways?

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Published January 30, 2025

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CNY: What’s behind Gen Z’s unexpected return to old ways?