China’s anime, comics, and games subculture is now big business, with brands like Pop Mart riding a fandom wave driven by Gen Z and Alpha’s growing spending power.

In conversation with trend-forecasters and strategists, here are the consumer behaviors of those born between 2010 and 2024. Meet the iPad kid generation.

Born between 2010 and 2024, Gen Alpha is digitally immersed from birth, yet faces beauty misinformation online.

The proliferation of ‘Guzi’ stores are reviving offline malls, creating cute cultural hubs and attracting young consumers through animation, comics and gaming merch.

Next-gen influencers are making waves online with their digital savviness and relatable content. But their age raises ethical concerns.

Even though some in the next generation of luxury consumers haven’t been born yet, luxury brands would be wise to study Generation Alpha now.