The Chinese market witnessed an unprecedented boom during the 2025 Chinese New Year. Marked by record-breaking travel numbers, skyrocketing consumer spending, and a renewed cultural appreciation, this year’s celebrations provided valuable insights for businesses looking to understand consumer behavior in China. With the right China market research, brands can capitalize on these evolving trends and adjust their strategies accordingly.
Record-Breaking Travel Trends & Evolving Preferences
According to the Ministry of Culture and Tourism, domestic trips surged to 501 million during the eight-day festival—a 5.9% increase from last year and an astonishing 20.7% jump from pre-pandemic levels. More significantly, travel preferences have shifted from traditional sightseeing to immersive cultural experiences.
Rather than flocking to major urban centers, many travelers sought out small-town destinations rich in heritage. This shift highlights the increasing popularity of intangible cultural heritage tourism, where visitors engage with local traditions, folk arts, and craftsmanship. Platforms like Ctrip reported a 100% increase in searches for traditional lantern festivals, demonstrating a growing desire for authentic cultural experiences.
A particularly striking example of this trend was the rise of Xinzhou, a lesser-known Tier-5 city in Shanxi province, which experienced an 82% increase in hotel bookings. This surge can be attributed to the viral success of the video game Black Myth: Wukong, which piqued interest in the region’s historical and mythological connections.
Another interesting travel trend was reverse migration, where urban residents traveled to rural areas while rural travelers explored cities. This year, 123 million trips were made by rural residents, a 7.9% increase from last year. The trend signals a newfound confidence among lower-income households, who are increasingly willing to spend on travel experiences—a crucial indicator for businesses conducting market research in China.
Gen Z and Millennials Rediscover Tradition
One of the most exciting cultural trends this year was the revival of traditional customs among younger generations. The recent UNESCO recognition of Chinese New Year traditions as Intangible Cultural Heritage has fueled this resurgence. On social media platform Xiaohongshu, the hashtag #非遗里的中国年 (Chinese New Year in intangible culture) received over 3.3 million views, illustrating the strong engagement of younger demographics.
This movement isn’t just about sightseeing—it’s about active participation. Millennials and Gen Z travelers increasingly engage in traditional crafts, folk performances, and local New Year customs. This trend is especially prominent among the post-80s and post-90s generations, who are looking to deepen their connection to Chinese heritage while traveling with family.
For businesses and market research agencies in China, this shift presents a unique opportunity. Understanding Gen Z’s interest in heritage-based tourism can help brands design experiences, products, and marketing campaigns that align with this cultural revival.
Consumer Spending: A Shift Towards Experiences and E-Commerce
Travel wasn’t the only sector that saw significant growth—consumer spending skyrocketed. Domestic tourism revenue hit 677 billion RMB ($92.9 billion), up 7% from last year and 31.7% higher than 2019. More notably, per capita spending saw a 9% rise compared to pre-pandemic levels, indicating increased consumer confidence.
Retail also benefited, with major retail and dining businesses reporting a 4.1% rise in sales, while e-commerce transactions grew by 5.8%. Traditionally, Chinese New Year is a slow period for online shopping, but this year proved different. According to Jacob Cooke, CEO of WPIC, improved inventory management and logistics kept e-commerce sales steady despite the holiday.
Brands successfully engaged consumers through Chinese New Year promotions, influencer-led campaigns, and digital red envelope giveaways. The ability to maintain seamless online shopping experiences even during the holiday period marks a transformative moment for China’s digital consumer market.
Implications for Market Research Firms in China
The changing consumer behavior observed during the Chinese New Year 2025 has profound implications for businesses looking to succeed in the Chinese market. Here’s what brands should take away:
1. Cultural Tourism is Thriving
- Younger generations are embracing heritage-based travel, creating opportunities for focus groups in China to study their preferences.
- Businesses in hospitality and tourism should leverage this trend by incorporating cultural experiences into their offerings.
2. Consumer Confidence is Rising
- Increased travel spending and per capita expenditure indicate growing economic optimism.
- A market research company in China can analyze these spending patterns to help brands refine their marketing and sales strategies.
3. E-Commerce is Evolving
- The market research industry in China must adapt to the always-on digital shopping era, where consumers no longer wait for major sales events like 11.11 or 6.18.
- Market research recruiters in China can help businesses find experts in e-commerce analytics and digital marketing to stay ahead of the curve.
How Market Research Companies in China Can Leverage These Insights
For businesses looking to navigate the Chinese market, conducting market research in China is more essential than ever. A top market research company in China can help brands:
- Identify regional tourism trends to tailor travel and hospitality services.
- Analyze consumer spending shifts to refine marketing campaigns.
- Understand digital shopping behaviors to optimize e-commerce strategies.
By working with a market research agency in China, businesses can capitalize on these evolving consumer trends and develop data-driven strategies for long-term success.
Final Thoughts
The 2025 Chinese New Year has set the stage for a transformative year in China’s consumer landscape. From cultural tourism booms to e-commerce resilience, these trends provide valuable insights into how Chinese consumers are evolving.
For brands and businesses, now is the time to invest in market research firms in China to unlock new opportunities. Whether through focus groups in China, data analytics, or industry insights, understanding these shifts will be key to success in China’s dynamic market.
As the year progresses, businesses must stay agile, leveraging China market research to adapt to changing consumer preferences and economic trends. With the right strategies, they can thrive in this new era of cultural and economic revival.