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What ‘wild-eating,’ ‘vanlife’ trends reveal about China’s Gen Z

China’s Gen Z finds solace in ‘wild-eating’ and ‘vanlife’ trends, prioritizing personal well-being over traditional work culture. Opportunities emerge for outdoor brands.

What ‘wild-eating,’ ‘vanlife’ trends reveal about China’s Gen Z
Young netizens share tips on how to wild-eat on Xiaohongshu. Image: Hujiang / Xiaohongshu.

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