Wellness, wanderlust, and whiskers: The new face of China’s young

Xiaohongshu’s (Little Red Book) mid-year 2024 report delves into the ever-evolving search habits of China’s youth, uncovering trends that shape their daily lives. From off-the-beaten-track tourism and culinary adventures to the rising popularity of pet parenting, the platform is a powerful hub for lifestyle inspiration for Chinese Gen Z and Millennials, particularly women. By the end of 2023, the app boasted 300 million monthly active users, 50% of whom comprised Gen Z. Notably, 70% of these users actively engage with the platform’s life advice function. Searches can range from fashion makeovers to fitness routines and even relationship advice, showcasing Xiaohongshu’s diverse appeal. For brands, the platform’s trends and data can inform teams on consumer sentiment, hot lifestyle trends and the right on-trend public relations and marketing strategies to engage. With an unstable luxury market in 2024, strategic planning and rapid response to the fast-shifting local zeitgeist is critical for success and maintaining relevance. ‘Tingquan’ makeovers, fashion advice In terms of fashion trends, it seems that women are moving more towards comfort and sports as searches and interest for trainers far outranked those for heels. But perhaps the biggest style trend was the hashtag #tingquan (meaning listening to advice), which was still going viral from late 2023. It involves people posting full body photos of themselves holding signs bearing the Chinese characters (听劝) for #tingquan on them, inviting users to weigh in on how to improve their appearance via comments.Even foreigners from all over the world got in on the viral trend with many praising the frank and practical advice from Chinese users. Year to date, the app saw nearly 20,000 young men seek style makeovers, with their goals ranging from getting a girlfriend to securing a promotion at work. Success stories have gone viral. China’s fitness and wellness boom As health and wellness become more prominent concerns among young Chinese, searches related to fitness routines and wellness practices have surged on Xiaohongshu. The platform has become a go-to resource for users seeking guidance on everything from yoga and meditation to more intense fitness regimes like HIIT and strength training. The report revealed that for 60,000 people, home is their favorite workout space. On March 14, the platform revealed that 1.57 million Xiaohongshu users collectively pledged to slim down. But more gentle exercise is also popular as the “citywalk” trend went viral for Gen Zers in the past year on Chinese socials. On Xiaohongshu, the #Takeawalk became one of the hottest activities and searches in H1 2024. This focus on wellness is also closely tied to mental health, as Jing Daily has reported for a while now. The report notes a significant rise in content related to self-care, mindfulness, and mental well-being. As young people navigate the pressures of modern life, they are turning to Xiaohongshu for advice on how to maintain both their physical and mental health. This trend reflects a broader cultural shift towards prioritizing holistic well-being over purely physical appearance. Rise of small-town and cultural tourism One of the standout trends in the Xiaohongshu report is the increasing interest in small-town tourism. While China’s megacities like Beijing, Shanghai, and Shenzhen continue to be popular, there is a growing fascination with exploring lesser-known destinations. Young Chinese are seeking out the charm and tranquility of smaller cities and towns in China and overseas, often in search of unique cultural experiences that diverge from the well-trodden tourist paths. This trend is a reflection of a broader shift towards more personalized and intimate travel experiences. Rather than ticking off famous landmarks, today’s youth are looking for destinations that offer authenticity and a break from the hustle and bustle of urban life. Small-town tourism also speaks to a desire for sustainability, as travelers look to escape the crowded and often environmentally taxing tourist hotspots. Culture seems to be front of mind with museum visits surging with over 12 million searches this H1. Despite yearning for smaller locales, with Olympic fever having taken hold, it's perhaps no surprise that Paris was one of the most popular destinations searched on XHS, but viral content here was diverse, spanning from travel to lifestyle to celebrities and athletes like French footballer Kylian Mbappé. From street food to at-home fine dining Culinary exploration has always been a significant part of Chinese culture at home and abroad, but Xiaohongshu’s report uncovers a new dimension to this trend. Young Chinese are using the platform to discover everything from hidden street food gems to upscale dining experiences. The search for culinary experiences is no longer just about finding good food; it’s about discovering stories, traditions, and the creative fusion of flavors. Users are not just looking for restaurants to visit, but are also engaging with content that teaches them how to cook traditional dishes or recreate their favorite restaurant meals at home. Cooking tutorials have become massively popular – and this season, it’s #ColaChickenWings standing out as the most-searched dish with 354.7 million views. The rise of food influencers on the platform has further fueled this trend, with young consumers eager to replicate the dining experiences they see online. Pet parenting: A growing lifestyle In recent years, pet ownership has become a significant lifestyle trend in China, and Xiaohongshu highlights the growing community of pet parents on the platform. Young Chinese are increasingly viewing pets as family members – particularly in light of falling parenthood and marriage figures. This is reflected in the surge of content related to pet care, from grooming tips to pet-friendly travel destinations. The rise of pet parenting also intersects with other trends, such as wellness and small-town tourism. For example, demand for pet-friendly wellness retreats and travel experiences that accommodate both pets and their owners is increasing. The popular #PetNamingBible on the app has citizens going online to find the perfect names for their furry companions, with users contributing to names for almost 5,000 cats in the first half. Cats do seem to be the preferred pet in China, showing up in 26 million more searches than dogs. Authenticity, psychology and self-Improvement At the heart of all these trends is a desire for authenticity and self-improvement. Xiaohongshu users are not just searching for content that entertains or distracts; they are looking for inspiration that helps them lead more fulfilling and meaningful lives. Chinese are using social platforms to curate lifestyles that reflect their values and aspirations. Self-enhancement comes with education, and later life learning has been trending on XHS this year. In H1, the app reported 80,000 users over 30 years old exploring new academic opportunities. Psychology and relationship/love or workplace advice has also been key to how people use the app. Reportedly, nearly 950,000 male users searched for how to reconcile with their partners after breaking up. Searches such as “How to identify someone’s MBTI personality type” or “Escaping social situations as an introvert” are also trending in 2024. Additionally, an emphasis on authenticity is also driving a new wave of content creation on Xiaohongshu. Users are increasingly drawn to influencers and creators who share genuine experiences and insights, rather than polished and overly commercialized content. Communities where realness and relatability are key to building trust and engagement – this is something for brands to consider when choosing influencers to work with, or groups to tap. This H1 window into the evolving priorities of China’s younger demographics will be a barometer of changing interests and lifestyles and changing trends continue to develop, brands must heed both macro and micro lifestyle trends to connect authentically with Chinese consumers, especially in times of economic uncertainty and retail shifts.

Wellness, wanderlust, and whiskers: The new face of China’s young

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Published August 15, 2024

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Wellness, wanderlust, and whiskers: The new face of China’s young