Chinese Gen Z 2026 Report

Understanding the nuances of Chinese Gen Z is essential for luxury brands: this cohort represents some 15% of the country’s population and plays an outsized role in the world’s second-largest luxury market. Born between 1997 and 2012, their spending power is expanding rapidly. According to Oliver Wyman, China’s Gen Z and millennials account for 70% of luxury spending. In fact, brands frequently report to Jing Daily that China is their youngest luxury market. This generation, unlike those before it, grew up with international designer labels already deeply rooted in China and emerged as the first true digital natives. Their worldview has been shaped by social media, global travel trends, and early exposure to Western fashion culture. In China’s Tier 1 cities in particular, young luxury buyers are increasingly defined by their departure from conventional life milestones and their focus on constructing self-directed identities. With marriage rates plunging to historic lows and work seen less as a marker of status and more as a vehicle to finance personal fulfillment, Gen Z channels disposable income into experiences, emotional reassurance, and expressions of individuality. Jing Daily’s latest report, Chinese Gen Z: Value-Driven Mega Spenders , unpacks the psychological forces driving fashion choices among Tier 1 Gen Z consumers, and examines what’s fueling these young consumers, from fashion cults, to the behavioral patterns shaping their purchasing decisions. This is the paradox generation: one that is perpetually online yet eager for real-world interaction, fiercely individual yet community-seeking, and deeply value-driven yet spending more than they save. Key findings from the report: 1. Fan culture as key consumption driver Among Chinese Gen Z, fan culture has become a powerful driver of purchasing behavior, with young consumers often supporting celebrities, idols, or virtual personalities through merchandise, fashion tie-ins, and brand collaborations. According to iiMedia Research, 72.2% of Chinese Gen Z say they spend money on their idols’ work — buying singles or albums, going to concerts, watching films etc. Their spending frequently serves as a form of identity signaling and community participation, transforming fandom from passive admiration into a dynamic consumption ecosystem. 2. Community drives style subcultures Digital communities are the backbone of Gen Z fashion consumption in China, where niche groups on platforms like Xiaohongshu (also known as RedNote) create looks according to various phrases, such as #Kidcore (21.7 million reads) and #softcore (576.9 million reads). These micro-communities validate personal expression, encourage experimentation, and create subcultures that redefine what luxury and trend leadership look like for younger consumers. 3. The rise of unconventional lifestyles As traditional life paths lose relevance, Chinese Gen Zers are opting to live their lives centered on self-fulfillment, flexibility, and emotional well-being. From solo living and spending over saving, to unconventional hustle culture, and travel-first mindsets, these lifestyle shifts directly influence their fashion and luxury choices, pushing brands to cater to more individualized, experience-driven aspirations.

Value-driven mega spenders: What will define China’s Gen Z in 2026

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Value-driven mega spenders: What will define China’s Gen Z in 2026