How ‘The Summer I Turned Pretty’ seduced Asia’s Gen Z

What happened Amazon Prime’s The Summer I Turned Pretty, adapted from American author Jenny Han’s bestselling novel series, wraps up its third season this month having sparked a frenzy among Gen Z in China and beyond. The series follows teenager Isabel “Belly” Conklin (played by Chinese-American actress and now-Coach ambassador Lola Tung) through a coming-of-age summer at Cousins Beach, where love triangles, friendships, and family drama play out against a backdrop of seaside style. On Xiaohongshu (also known as RedNote), the hashtag “thesummeriturnedpretty” (我变漂亮那年夏天) has as of writing drawn 112.6 million views, with fans swapping outfit breakdowns, watch-party highlights, and their opinion of the characters. Over on Instagram, the show’s account has racked up 4 million followers. Coach’s capsule victory: From screen to sellout Brands continue to ride the TV show’s major cultural impact. Coach, the series’ main sponsor, launched a 21-piece capsule in July 2025 inspired by its new university setting, including quilted purses, backpacks, and collectible bag charms, which saw products sell out swiftly. Catbird’s “Diamond Fizz” ring, featured in a pivotal proposal scene, reportedly saw traffic surge by 1,900% for the brand, while Solid & Striped leveraged early product placement into a swimwear capsule. Even Abercrombie & Fitch and CoverGirl have seized the moment on-screen, while protagonist Tung’s Instagram feed is a concoction of #Crocspartner posts, Coach and Coachtopia looks, and other paid sponsorships, such as with The Real Real. The Jing Take The Summer I Turned Pretty illustrates the growing synergy between storytelling and shopping for Gen Z in Asia. This demographic immersively engages with content. The series’ success underscores how fashion and beauty brands can plug into cultural moments with precision: bag charms, capsule wardrobes, and jewelry integrations become instant social-media currency. Beyond product placement: Entertainment as ecosystem Importantly, the show’s resonance in China speaks to Gen Z’s appetite for soft, romantic aesthetics paired with recognizable Western labels, creating a bridge between lifestyle aspiration and accessible luxury. For brands, success comes from integrating seamlessly into narratives that matter to young audiences. Available for fans to buy, the Coachtopia capsule backpack worn by Belly is an example of an iconic piece that plays almost as big a role as the character herself. Luxury should recognize that being included in Gen Z fandom is an instant way to win over loyalty, too. Expect more brands to treat entertainment properties as living ecosystems for collaboration rather than one-off marketing opportunities. The Cousins Beach effect is here to stay. 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.

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How ‘The Summer I Turned Pretty’ seduced Asia’s Gen Z